Heroes and Villains: Digital Advertising in 2017

Maria Breaux
May 16, 2017

For digital advertisers, 2016 was a fabulous year. Global Internet usage on mobile surpassed desktop, plus significant strides were made in mobile-connected technologies.

Still, marketers continue to identify winners—and losers—that can affect performance and act as barriers or opportunities for growth.

In our State of Digital Advertising 2017 report, conducted in December 2016, we surveyed over 500 professionals in digital advertising—41% who are with agencies and 59% working for brands/client-side.

In addition to data charts and recommendations, the report discusses several industry insights:

  • Mobile ad spend: Marketing budgets are following the eyeball shift from traditional channels to mobile. We examine this trend and discuss the ROI potential of different mobile strategies.
  • Overlooked revenue: We explore the implications of the industry’s lack of expertise in the face of new features and products, and the opportunity this presents to those willing to learn and leverage new tools and channels.
  • Top priorities and aspirational goals: Marketers have taken notice of consumer willingness to try the newest video, voice, and augmented reality technologies coming to market. They also identified content marketing as a top priority.

To learn more, download the full report.

digital advertising
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