IAB and Winterberry Group’s released their first annual benchmark study named “The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight”. This study investigates how digital marketing professionals are using audience data, and how they plan to develop their data-driven practices in 2016.
The study found that media professionals were mainly focused on growing their programmatic initiatives on display formats in the past year. In 2016 however, the focus of these professionals are predicted to shift to programmatic approaches across fast-growth channels and ad formats.
Research Objectives & Methodology
In December 2015, the IAB and Winterberry Group conducted an online survey of 120 IAB special-interest council members to find out how these professionals intend to develop their data-centric practices in 2016.
The main goal of this research is to help digital media professionals benchmark their own practices, and provide perspective on the fast changing industry priorities and developments, helping practitioners plan their future initiatives.
In 2015, digital media professionals dedicated most of their efforts toward programmatic buying of established ad formats. However this year, media professionals are expected to shift their programmatic initiatives towards new formats, and especially cross-channel measurement and attribution.
The top factor driving the investment in data-driven marketing comes from customer demand, followed by the growing attention towards marketing accountability and the rapid expansion of available data.
The lack of mature technology is one of the main obstacles facing media professionals when trying to get the most value out of their data-driven marketing initiatives.
The majority of the media professionals surveyed say that cross-device audience recognition will be the topic that will command most of their attention in 2016.
If you want to read the whole study, you can find it here.