During a 2022 survey, 69 percent of responding advertisers, agencies, publishers, platforms, and advertising technology companies in Europe, the Middle East, and Africa (EMEA) selected data and analytics abilities as a skill set that will increase most in importance over the following two years. E-commerce and retail media capabilities ranked second, picked by 42 percent of respondents.
Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022
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Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022
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among advertisers, agencies, publishers, platforms, and advertising technology companies
Supplementary notes
This question was phrased by the source as follows: "Which three skills and capabilities do you think will increase most in importance over the next
2 years?"
The source does not specify the type of survey.
Multiple answers were possible.
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J. G. Navarro
Research expert covering advertising and marketing with a focus on South America
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World Federation of Advertisers. (July 28, 2022). Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022 [Graph]. In Statista. Retrieved April 17, 2025, from https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/
World Federation of Advertisers. "Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022." Chart. July 28, 2022. Statista. Accessed April 17, 2025. https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/
World Federation of Advertisers. (2022). Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022. Statista. Statista Inc.. Accessed: April 17, 2025. https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/
World Federation of Advertisers. "Skills and Capabilities That Will Increase Most in Importance in The Advertising Media Marketplace According to Companies in Europe, The Middle East, and Africa as of May 2022." Statista, Statista Inc., 28 Jul 2022, https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/
World Federation of Advertisers, Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022 Statista, https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/ (last visited April 17, 2025)
Skills and capabilities that will increase most in importance in the advertising media marketplace according to companies in Europe, the Middle East, and Africa as of May 2022 [Graph], World Federation of Advertisers, July 28, 2022. [Online]. Available: https://www.statista.com/statistics/1368505/skills-capabilities-importance-ad-media-emea/
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