The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight - Research from the IAB Data Center of Excellence January 2018
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The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight Research from the IAB Data Center of Excellence January 2018
The Outlook for Data 2018: Research Objectives and Methodology
What is this report? The third annual benchmarking study exploring how digital marketing and media practitioners are using audience data,
and how they intend to advance their data-centric use cases in the year ahead
What is this research Help practitioners benchmark their own practices and provide perspective on rapidly evolving industry priorities and
intended to do? developments, helping stakeholders plan their future initiatives
How were these Through an online survey of IAB special-interest council members*, including some of the most senior stakeholders in the
findings compiled? digital media and marketing community. The survey was fielded in December 2017 and January 2018
Professional Focus: Years of Experience:
Marketing service providers, More than 16 years 35.4%
17.2%
Marketers, Between 11 and 15 years 24.2%
5.1%
Between 6 and 10 years 26.3%
Survey Panel Other,
6.1% Technology
Profile (N=99) Between 1 and 5 years 13.1%
developers,
Publishers or 41.4%
media providers, Less than 1 year 0.0%
30.3%
*Including the IAB Data and Programmatic councils; survey respondents were not required to
[2]
answer every question
Key Findings • Spending on Data and Related Solutions Continues to Rise: Marketers,
publishers and technology developers continue to grow their spending on audience data and
related solutions; 60.3% of survey respondents reported that their organizations spent more
on data and related services in 2017 than they did the year before, and an even larger
majority (80.8%) expect to grow their investments further in 2018. According to State of Data
2017—published in December 2017 by DMA, IAB’s Data Center of Excellence and Winterberry
Group—U.S. organizations spent $20.2BB on data and related activation solutions in support of
their advertising, marketing and audience engagement efforts in 2017
Marketers, • Practitioners are Prioritizing Cross-Device Use Cases for 2018: More than any
other individual use case, data users anticipate that they will prioritize richer cross-channel
Publishers and marketing engagement in 2018—particularly addressing the improved measurement and
attribution of these efforts. Just over half of panelists (52.3%) said they expect to focus on
Tech Developers improving their cross-device audience recognition capabilities, supporting their ability to serve
Are Ramping Data more relevant content to their customers and prospects across all touchpoints
Investments; • Technology… Help or Hindrance? Though roughly one-third (32.4%) of panelists said
technology will play a fundamental role in driving their data initiatives in 2018—and many cited
Focusing on artificial intelligence (AI) and blockchain technology as foremost among the innovations
Cross-Channel likely to capture a greater share of their time and attention this year—even more (50%)
highlighted “insufficient supporting technology” as a fundamental obstacle impeding their
Use Cases ability to derive value from their data initiatives, underscoring the complexity inherent in
sourcing, onboarding and managing tools to support an increasingly diverse array of use cases
[3]
Data Spending
60.3%
Invested More
80.8%
Invested About 30.1%
Most Practitioners the Same 12.3% “Did your organization spend
Grew their Data more, less or about the same on
audience data and related
Investments in activation solutions in 2017
1.4%
2017; Even More Invested Less compared to 2016? How do you
1.4% expect your equivalent spending
(80%) Expect to change in 2018?”
Their Spending to
Increase Further 8.2%
Not at All Sure 2017 Data Spending Relative to 2016
this Year 5.5%
Anticipated 2018 Data Spending Relative to 2017
Note: Data activation solutions include: data
management/processing, analytics, DMP [4]
solutions, onboarding, matching, etc.
Use Cases ‘17 48.1%
Yield optimization
28.6%
46.8%
General audience analytics
52.4%
“Which use cases most
Programmatic media buying for established 45.5%
2017 formats 48.8%
occupied your time,
attention and resources
45.5%
Predictive modeling and/or segmentation during the previous year?”
45.2%
Media Ecosystem Cross-channel audience 41.6%
Growing Focus identification/matching 33.3%
Programmatic media buying for emerging 40.3%
on Yield formats 29.8%
Optimization in Cross-channel measurement and attribution
37.7%
33.3%
an Effort to Drive 33.7%
Practitioners are focused on advancing
their media efforts, with cross-device
Maximum Value Online retargeting
33.3%
profile matching and programmatic
from Data-Driven Advertising content/experience
optimization
32.5% media buying for emerging formats
26.2% occupying a growing share of focus
Ad Inventory Single-channel measurement and 32.5%
attribution 25.0%
2017 2016
Note: Multiple responses allowed; not all [5]
answer options are shownUse Cases ‘18 Cross-channel measurement and attribution 64.9%
Programmatic media buying for emerging formats 51.4%
Predictive modeling and/or segmentation 51.4%
2018 Yield optimization 47.3%
Programmatic media buying for established
formats 44.6%
Solving for Cross-channel audience identification/matching 43.2% “Which use cases do
Cross-Channel you expect will most
General audience analytics 33.8% occupy your time,
Measurement attention and
and Attribution Online retargeting 33.8% resources during
2018?”
is Top Priority Advertising content/experience optimization 31.1%
Online to offline (or offline to online) retargeting 28.4%
Site content/experience optimization 25.7%
Single-channel measurement and attribution 17.6%
Note: Multiple responses allowed; not all [6]
answer options are shownDrivers of Data-
66.2%
Demand/interest from our
Related Efforts customers
61.8%
58.8%
Growing emphasis on investment
measureability/accountability
50.0%
51.5%
Competitive pressures “Which factors do you
Intense Focus on 36.8% expect will be most
Improving important in driving your
39.7% data-driven marketing
Customer Growing volume/quality of our first-
party data resources and media initiatives in
52.6%
Experience the year ahead?”
Remains Most General desire to be more
33.8%
Significant “customer-centric”
34.2%
Impetus for Data
32.4%
Initiatives Improving availability/functionality
of supporting technology
46.1% 2018 2017
Note: Multiple responses allowed; not all [7]
answer options are shownChallenges to Data
Insufficient
Usage availability/functionality of
50.0%
supporting technology 38.7%
Lack of internal experience (at the 34.9%
functional/operational level) 45.3%
“What obstacles or
Difficulty in proving ROI of our 33.3% challenges may impede
data-driven programs 45.3% your ability to deploy or
Proliferation of derive value from your
31.8%
Data-Oriented Lack of volume/quality of our first-
party data resources 25.3%
data-driven marketing
and media initiatives in
Technology May the year ahead?”
Siloed organizational 28.8%
Be Introducing structure/poor data-sharing
36.0%
protocols
Practitioners may be growing
Too Many more confident in their
27.3%
Immature Lack of direction/resources from
my organization’s leadership 20.0%
abilities, both with respect to
the data-related skills found
Solutions to inside their organizations and in
Lack of volume, accessibility or 21.2% their ability to prove value from
Market; Users Say quality of third-party data 12.0% their data-driven investments
Functionality is a
2018 2017
Challenge Note: Multiple responses allowed; not all [8]
answer options are shownHot Topics Cross-device audience recognition
52.3%
51.3%
Better reporting, measurement or 49.2%
attribution 73.7%
Artificial intelligence (AI) solutions for 40.0% “What general
insight development*
topics or industry
38.5%
developments do
Cross-Device Sophisticated analytics/modeling to
target audience members 40.8%
you anticipate will
Recognition and command your
36.9% attention the most
Improved Blockchain technology*
in the year
Measurement 33.9%
ahead?”
Concerns about data security,
Remain Key governance and/or accessibility 19.7%
Focus Areas; AI Programmatic media buying (across 29.2%
and Blockchain channels, formats, etc.) 39.5% 2018
Also Factoring Linking online and offline data
27.7% 2017
Into Priorities 39.5%
Note: Multiple responses allowed; not all
answer options are shown; *indicates the [9]
option was first asked about in 2018About IAB’s Data Center of Excellence
IAB Data Center of Excellence
Board Member Companies Include
The Interactive Advertising Bureau’s Data Center of Excellence is an independently funded
and staffed unit within IAB. Founded to enhance existing IAB resources and to drive the
“data agenda” for the digital media, marketing, and advertising industry, the Data
Center’s mission is to define boundaries, reduce friction, and increase value along the
data chain, for consumers, marketers, and the ecosystem that supports them.
IAB Data is focused on:
• Gathering industry thought leaders to set and drive the “data agenda“
• Funding industry research to provide benchmarks and actionable insights on data
management across platforms including mobile, programmatic, and the internet of
things
• Developing industry best practices, guidelines, and standards for privacy, data
security, and consumer data protection
• Creating educational materials including certification, infographics, videos, webinars,
and seminars to demystify data for marketers and advertisers
• Hosting data focused events that feature industry luminaries to discuss data related
topics
For more information, please visit iab.com
[ 10 ]About Winterberry Group
Winterberry Group is a unique management consultancy that supports the growth of advertising, marketing, media, information and technology organizations—
helping clients create custom strategies, capitalize on emerging opportunities and grow their value. Our services include:
• Business assessment DATA-DRIVEN • Data activation strategy
CORPORATE • Strategic development • Marketing process and platform
• M&A target identification and MARKETING architecture, design and RFP management
STRATEGY
qualification TRANSFORMATION • Marketing org. process engineering
• Market landscaping
M&A TRANSACTION • Target company assessment/ MARKET • Custom research
SUPPORT customer due diligence INTELLIGENCE • Thought leadership
• Strategic roadmapping
Additionally, Winterberry Group is differentiated through its affiliation with Petsky Prunier LLC, the leading investment bank serving the technology, media,
marketing, e-commerce and healthcare industries. Together, the two firms provide one of the largest and most experienced sources of strategic and transactional
services in their addressable markets.
For more information, please visit www.winterberrygroup.com
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