IAB Education Foundation Digital Media Skills Survey

IAB Education Foundation Digital Media Skills Survey

The IAB Education Foundation commissioned EY (Ernst & Young) to conduct a Digital Media Skills Survey, an industry research on talent requirements, to understand the expected job change and growth in the digital advertising and media space. EY interviewed key leaders and analyzed survey responses from 640 professionals at over 500 leading companies to gain insights on their needs for key skills, job requirements, and roles for the future.

Top findings from the survey show the following outlook on workforce needs within the digital advertising industry:

  • An estimated 24,400 jobs will be added in the next two to four years across the following departments
  • Data Analytics and Management departments are expected to grow the most with a 78 percent increase – other departments estimated to grow significantly include Sales Support (by 57%), Ad Operations (by 50%) and Sales (by 37%) while Marketing departments are expecting lower growth rates at 26 percent
  • Experience and skills in the data analytics and technology space are essential across departments
  • There is high demand for forecasting and translating story behind the data to clients
  • Companies are seeking backgrounds in math, business and especially technology and programming
  • The study also includes comparisons between California and Manhattan based companies

Source: The IAB Education Foundation Digital Media Skills Survey was conducted by EY with 522 organizations and 640 respondents between April and May 2015.

For more information on the IAB Education Foundation Digital Media Skills Survey by EY and questions about our diversity initiatives, please email us at [email protected].