If you’re not diving into industry reports, you might be missing a goldmine. These reports reveal trends, challenges, and opportunities in your market. They’re not just pages of data; they’re your roadmap to making informed decisions.

Here’s how to make the most of them:

→ 𝗙𝗶𝗻𝗱 𝗿𝗲𝗽𝘂𝘁𝗮𝗯𝗹𝗲 𝘀𝗼𝘂𝗿𝗰𝗲𝘀

Check reports from firms like Gartner or McKinsey, and authorities in your industry and/or niche. They often offer free insights. Also, explore company blogs and case studies to dive deeper into trends.

→ 𝗦𝗸𝗶𝗺 𝗳𝗶𝗿𝘀𝘁, 𝗱𝗶𝘃𝗲 𝗹𝗮𝘁𝗲𝗿

Start with the executive summary and conclusion to grasp key insights. Use charts and headings to pinpoint major trends quickly. This saves time and keeps you focused on value.

→ 𝗘𝘅𝘁𝗿𝗮𝗰𝘁 𝗮𝗰𝘁𝗶𝗼𝗻𝗮𝗯𝗹𝗲 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀

Look for 2-3 lessons like emerging best practices or potential risks. Relate these insights to your current strategies and to operational challenges and see how they can inform your decisions.

I’ve been in ad tech for over 15 years, and it’s hard to imagine a faster-evolving space (I’m sure there are, though); staying ahead is therefore crucial, and these reports can be your secret weapon in balancing growth and avoiding costly distractions.

The sources I most rely on for insights into the advertising and adtech landscape include:

– 𝗲𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿’𝘀 “𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗔𝗱 𝗦𝗽𝗲𝗻𝗱𝗶𝗻𝗴” 𝗦𝗲𝗿𝗶𝗲𝘀: these reports cover trends in digital advertising spend across channels, regions, and formats, plus forecasts and analysis on how budgets are shifting globally.

– 𝗜𝗔𝗕 𝗜𝗻𝘁𝗲𝗿𝗻𝗲𝘁 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗥𝗲𝗽𝗼𝗿𝘁: published semi-annually, this report gives a detailed breakdown of ad revenues, including digital formats, devices, and emerging ad technologies.

– 𝗣𝘄𝗖 𝗚𝗹𝗼𝗯𝗮𝗹 𝗘𝗻𝘁𝗲𝗿𝘁𝗮𝗶𝗻𝗺𝗲𝗻𝘁 & 𝗠𝗲𝗱𝗶𝗮 𝗢𝘂𝘁𝗹𝗼𝗼𝗸: an in-depth look at advertising spend trends, especially within digital media, entertainment, and consumer shifts. Helpful for understanding cross-industry trends and future growth projections.

– 𝗧𝗵𝗲 𝗔𝗱𝗘𝘅 𝗕𝗲𝗻𝗰𝗵𝗺𝗮𝗿𝗸 𝗥𝗲𝗽𝗼𝗿𝘁 𝗳𝗿𝗼𝗺 𝗜𝗔𝗕 𝗘𝘂𝗿𝗼𝗽𝗲: an annual (wish it was quarterly!) report highlights European digital ad spend and market trends, along with format-specific growth across video, display, mobile, and programmatic advertising.

– 𝗚𝗮𝗿𝘁𝗻𝗲𝗿’𝘀 “𝗠𝗮𝗴𝗶𝗰 𝗤𝘂𝗮𝗱𝗿𝗮𝗻𝘁 𝗳𝗼𝗿 𝗔𝗱 𝗧𝗲𝗰𝗵”: assesses major ad tech platforms and trends, analyzes vendors and technologies in areas like DSPs, SSPs, and data management platforms, and gives a strategic overview for navigating the ad tech landscape.

So, are you consistently reading industry reports? What are your go-to ones and how do you derive value from them? Reach out to see how we can deploy industry reports to support your growth!