Accenture Digital Ad Study

Accenture has just released their 2008 Accenture Global Digital Advertising Study. It’s the second annual report on important trends in the digital advertising industry where they surveyed executives of digital media organizations, traditional firms and media services companies about the attributes of high performance in the digital ad space.

While this is admittadley more of an ‘insider’s report’ on the digital ad space, the findings and recommendations from Accenture are worth noting at all places in the digital marketing food chain. Below are a few of the key recommendations that they deliverd in the report.  Good advice for all marketers, but expecially those with digital advertising as a large component of their marketing mix.

Accenture’s recommendations:

• Consider core vs. non-core skills and capabilities and expand the scope of outsourcing.
• Focus on developing the right culture for success.
• Develop leaders who push to create a fact-based culture that extends even to suppliers and other business partners.
• Improve the capability to hire and retain employees who are data savvy or who can quickly become so.
• Develop new technology-based solutions to capture, sort and make sense of the data. 
• Invest in more sophisticated customer segmentation capabilities.
• Target innovative new formats such as mobile gaming.