Advertising & Marketing


The use of data management platforms (DMPs) among industry professionals continues to grow. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.

Nearly 90% of advertisers say it’s important to keep control of their marketing data—and many fear automation undermines that.

Understanding consumers and delivering an engaging experience is important to marketers, especially those that want to boost brand perception. According to October 2015 research, improving the customer experience is what primarily keeps CMOs and marketing leaders up at night.

Nearly three in 10 (29%) advertisers in Finland plan to increase ad and marketing spending in 2016, according to a January 2016 survey. Digital is especially likely to enjoy increases in spending.

Financial institutions are facing many challenges this year, ranging from implementing EMV payments to making strategic hiring decisions. According to research, driving growth and profitability are among their biggest hurdles.

Retailers are increasingly prioritizing their digital efforts this year, and according to 2016 research, unified commerce is one of their primary focuses.

To some extent, US ad and marketing professionals are using data-driven marketing, according to July 2015 research. Most are primarily using it to maintain databases.

Best practices can help businesses run more efficiently, but sometimes identifying and integrating them internally is challenging, according to December 2015 research.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.

Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to measure the success of customer efforts.

Marketers have been teaming up with influencers for content creation and promotion, and these types of marketing campaigns have generated impressive results. According to December 2015 research, the beauty and fashion industry has also allocated a percentage of their budget to influencer marketing.

Mobile accounted for more than half of digital ad spending in 2015, and marketers continue to see increased value in mobile advertising. While there are benefits, there are challenges too, according to Q3 2015 research.

Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

Nearly two-thirds of CMOs worldwide don’t currently use digital advertising to better understand the audiences within their CRM database, according to September 2015 research.