Data-Driven Marketing and Advertising: Spending and Performance in 2015

January 13, 2016

WinterberryGroupGlobalDMA-Data-Driven-Spending-Performance-by-Channel-in-2015-Jan2016Source: Winterberry Group / GlobalDMA [download page]

    Notes: Data is critical to current marketing and advertising efforts, say almost 6 in 10 marketers, advertisers, service providers, technologists and publishers surveyed by the Winterberry Group and the GlobalDMA across 17 markets, with almost 3 in 4 reporting confidence in the value of data-driven marketing and advertising (DDMA) and its prospects for future growth. Social media management and content was the channel with the largest spending growth and performance change in 2015, per respondents.

    However, mobile apps, content, and SMS are anticipated to have the largest spending change this year. Looking at DDMA functions, digital campaign execution (web and mobile development, rich media/video, etc.) saw the largest reported spending change in 2015 and is slated to have the biggest spending change this year, narrowly ahead of predictive analytics/modeling and segmentation.

      Related: How Are Senior Marketers Acting on Data-Driven Audience Insights?A

        About the Data: The report was produced and published by GlobalDMA and Winterberry Group. With the sponsorship of MediaMath the effort was made possible by support from GlobalDMA member organizations around the world, including: amdia (Argentina), ADMA (Australia), bdma (Belgium), ABEMD (Brazil), Adetem (France), DDV (Germany), DIMSZ (Hungary), DMAi (India), IDMA (Ireland), DMA Italia, DDMA (Netherlands), Marketing Association (New Zealand), DMAS (Singapore), DMASA (South Africa), SWEDMA (Sweden), DMA (United Kingdom) and DMA (United States).

        The report’s findings are based on the results of an online survey of 2,938 marketers, advertisers, service providers, technologists and publishers”” deployed by each of the 17 presenting associations in their respective markets between July and September 2015.

        The breakdown of respondents by business focus was as follows: marketer/advertiser (43.3%); provider of marketing services (32.4%); developer of advertising and marketing technology (5.8%); publisher/media (5.2%); and other (13.3%). The B2B market was the most heavily represented.

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