Data is getting bigger. At least for online publishers who expect the number of programmatic partnerships to rise this year, with many of them viewing data monetisation as a key driver of business.
New figures from the Association for Online Publishing (AOP), unveiled this week, reveal that 80% of publishers expect to expand current business activity through data monetisation, with an increasing amount embracing data-focused technologies.
According to the study 90% of publishers feel data storage is satisfactory, while nearly as many (80%) feel data usage is a key area for development and, consequently, increased investment in marketing automation is anticipated by half of publishers.
This may explain why 40% of publishers are looking to increase staff numbers within database and data analysis in 2016, and why the proportion of sales staff who are automated trading specialists is expected to increase from 8% in 2015 to 14% in 2016.
“This year’s AOP Organisation Census is indicative of an increasingly dynamic industry,” said Richard Reeves, managing director, AOP.
“Activation and monetisation of data is shown to be a key focus for publishers, who are embracing technology as well as recruiting a greater number of specialists in automated trading, data analysis, and creative partnerships with advertisers.
“We continue to see investment in staffing and skills development across many areas of our members’ businesses.”
The study shows that a total of 70% of publishers expect to increase staffing, with key areas of skills enhancement cited as ad sales (60%), audience development (50%), and editorial and content (50%). Although recruiting data specialists, developers and ad sales experts was also identified as a challenge by 35%, 30%, and 25% of publishers, respectively.
Moreover, technology partnerships are increasingly shaping today’s UK publishing industry: half of publishers confirmed that data management (50%) is a prominent area of development, followed by social media (45%), and video desktop (45%).
The study revealed that digital revenues now account for almost half (48%) of the total UK business revenue. Around two-thirds (68%) of digital revenue is expected to some from desktop.
