NEW YORK (June 6, 2018) — Adweek, the leading resource serving the brand marketing community, today announced the release of a new study focused on marketing technology vendors. The Adweek Intelligence Brand IQ study evaluated over 25 leading providers on criteria including brand awareness and favorability, illuminating the current competitive environment and highlighting critical procurement trends affecting the marketing technology space.
The study’s conclusions are based on data collected from a survey of more than 1,000 marketing and advertising professionals, including brand marketers, media company executives and agency representatives. Among the findings are essential insights that reflect current industry attitudes toward specific martech companies and the marketing technology landscape as a whole. Key takeaways include:
- Nearly half of the brands and agencies surveyed intend to implement a martech
solution by mid-2019, and a majority expect budgets to grow over the next five years.
- Only nine of the martech solutions providers evaluated had a brand awareness score above 50 percent, indicating a fragmented market with a high number of contenders for mindshare.
- Less than half of the decision makers surveyed indicated satisfaction with their current marketing technology vendors, providing opportunities for emerging competitors to disrupt prevailing brand perceptions.
“Through our Adweek Intelligence arm, we’re providing advertising and marketing leaders with the data they need to make crucial business decisions,” remarked Jeff Litvack, Adweek’s CEO. “The marketing technology Brand IQ study is the first of many reports our team will produce, powered by and designed for the community we serve.”
An executive summary of the 2018 Marketing Technology Brand IQ Study is available for download at Adweek.com/BrandIQ. Full reports are available to the companies measured in the survey, featuring custom benchmarking against multiple competitors across key attributes. General reports are also available, featuring anonymized brand scores and additional insights across the overall marketing technology landscape.
To inquire about available Brand IQ report options, please contact Adweek at firstname.lastname@example.org.
Press contact: email@example.com.
Adweek is the leading source of news and insights serving the brand marketing ecosystem. First published in 1979, Adweek’s award-winning coverage reaches an engaged audience of more than six million professionals across platforms including print, digital, events, podcasts, newsletters, social media and mobile apps. As a touchstone of the advertising and marketing community, Adweek is an unparalleled resource for leaders across multiple industries who rely on its content to help them do their job better.