Social advertising in all formats is gaining traction and will be among the key drivers of digital ad growth in the next five years. Social ad revenue is poised to climb to $30.8 billion by 2021, up from $15.5 billion this year.
Digital video advertising will grow faster than any other segment over the next five years, as consumers shift time spent online to phones and tablets. Revenue in this category is forecast to rise from $8.5 billion in 2016 to $23 billion in 2021.
Indeed, 87% of marketers believe martech is already improving marketing performance at their companies and 50-65% of marketing executives surveyed by Conductor plan to spend more on marketing technologies in the coming year.
While nearly all (98 percent) of organizations that have adopted IoT claim to be able to analyze data, the same majority admitted to challenges in creating value from this data. More than a third (35 percent) of organizations in Asia Pacific are not extracting or analyzing data within corporate networks, missing on insights that could improve business decisions.
Organizations in Asia Pacific cited the cost of implementation (53 percent), cost of maintenance (52 percent), and difficulty integrating with legacy technologies (47 percent) as key issues, a sentiment echoed across the world.
According to BusinessWire, 94 percent of marketers are extremely attracted to the benefits of AI saying a tool that provides continuous, autonomous optimization across channels would be appealing to them.
Data hygiene is still labeled a primary concern for those leveraging marketing automation; 50 percent of those who have a marketing automation platform (MAP) rank data hygiene as their top data challenge.