In the rapidly evolving field of ad-supported media, The Myers Report 2023 emerges as a pivotal analysis, offering a deep dive into the roles of data science, analytics, and research. This article aims to distill the essence of the report, inviting media research professionals to explore its full breadth for a comprehensive understanding of the industry's trajectory.
The Myers Report, a subset of a broader industry study, collates insights from 565 professionals in U.S. advertising agencies, media companies, and consultancies. Its focus? The burgeoning influence of data science and analytics in shaping the media landscape. The report uncovers a striking trend: over half of data and insight roles in agencies are now dominated by analytics and attribution, intersecting significantly with data science. However, a mere 10% of professionals span across the trinity of Data Science, Market Research, and Analytics & Attribution, highlighting a preference for specialized expertise.
Demographic trends reveal a gender-balanced workforce, with a skew towards women in traditional research roles, and a predominance of young professionals, indicating a dynamic, evolving industry.
The report spotlights audience targeting techniques, noting a shift towards behavioral tactics, yet acknowledging the persistence of traditional methods. It also points to a seismic shift in the research supplier landscape, with giants like Nielsen facing growing competition, heralding a more diverse and competitive market.
Faced with industry challenges like cost barriers and concerns over new vendor methodologies, the report reveals a cautious optimism. Approximately 35% of respondents plan to increase their spending on research tools and services, while over half will maintain current investment levels, signaling adaptive strategies amid changing market demands.
Crucially, the report identifies knowledge gaps in emerging areas such as Clean Rooms and Audience Identity Graphs, underscoring the need for continuous education and training.
In summary, The Myers Report 2023 portrays an industry at a critical juncture, increasingly reliant on a blend of diverse professional skills and new solution providers. It advocates for a proactive approach to harness the potential of data analytics, essential for insights and profitability.
This report is not just a snapshot of the current state but a roadmap for the future of data-driven decision-making in media and marketing. For those at the forefront of media research, The Myers Report 2023 is an indispensable guide, available for $95 below. MediaVillage/The Myers Report members have full access to the report plus extensive demographic data, providing a richer, more nuanced understanding of the industry's evolution.