News in Numbers

Finding talent is the top challenge for 52% of social media marketers

New report on social media trends finds that it’s a good time to be a social media professional and consumers are increasingly planning to use TikTok in 2022.

Global ad fraud schemes spike 70% as dollars move to CTV

Fraudsters are getting more ambitious, but ad safety tools are keeping them at bay, as 'Video Completion Rates' drastically improve from 62% in 2019 to 71% in 2021.

Ad budgets are up, but actions are down: UK’s 21% rise beats global brand norms

Latest social media adspend insights emphasise the increasingly steep struggle brands now face when trying to reach their target audiences on Facebook, Instagram and Twitter.

Adspend by Big Tech makes up 6% of investment worldwide

Amazon becomes the world’s biggest spender on advertising with a $16.9bn investment in 2021, as analysis of the world’s eight biggest tech platforms shows that their ad investment is tipped to surpass 10% of global spend by 2030.

Is Apple’s privacy now paying off? 65% surge in iOS app install adspend in six months

One year on since Apple introduced its App Tracking Transparency privacy crackdown, 80% of apps have implemented the ATT prompt and opt-in rates remain consistent.

AVOD viewers: Ad-funded streaming on the rise across Europe

AVOD viewers: two-thirds accessing ad-funded streaming across Europe

With Netflix considering an ad-funded tier, new research shows more than two-thirds of CTV viewers are consuming free-streaming content on a weekly basis.

75% of companies think they offer great personalisation (but less than half of consumers agree)

Report reveals disconnect between how companies perceive their personalisation and privacy efforts and consumer experiences.

Are we game for ads? 75% of gamers say 'yes'

A survey of US gamers reveals that more than two-thirds would actually welcome more in-game advertising, but relevance is key.

"Market share isn’t won in physical stores": ASDA wins at converting offline shoppers

Analysis of TV advertising impact for ASDA vs Morrisons, Sainsbury’s and Tesco reveals it is easier to convert offline shoppers to online than existing online shoppers.

Facebook bounceback: daily user numbers return to growth

Despite slowing revenue growth, Facebook’s daily active users are up after last quarter’s slump and parent Meta continues heavy investment in Reels and AI.

UK ad market reaches record £31.9bn in 2021: AA/WARC

Record ad market worth for last year means annual increase of 34.3%, with search and social media accounting for two-thirds of the growth.

E-commerce ad competition reaches new heights: 39% rise in CPM for the UK

New report on Facebook advertising trends reveals that strategies to improve click throughs are crucial to e-commerce brand success.

IPA Bellwether: 8-year high for marketing budget growth as UK businesses learn to live with COVID

Performance marketing channels lead a buoyant period of growth, but “strengthening headwinds” of global uncertainty and skills shortages mean marketers may need to "reassess decisions" until risks reduce

Digital dominates global marketing spend: 53% of marketers to boost social media budgets

Nielsen reveals that social media is marketers’ ‘most bankable’ channel - but few are confident about ROI measurements on their marketing spend

Get your summer break on: travel brands see 155% rise in demand

Travel is firmly on the cards, with search demand on the up and other sectors seeing a surge in holiday-related browsing.

Forrester marketing spend forecasts 2021 to 2025

Global marketing spend to grow by 30% by 2025, driven by performance

Forecasts show that marketing spend will hit $4.7tn in three years time, while performance marketing drove 2021 growth through easy-to-measure ROI

Connected TV ad campaigns hit highest viewability levels at 93%

Global comparisons highlight an increase in ad campaign and viewability across the board against reduced brand risk, with video viewability holding pole position.

The AR generation: Gen Z are driving the shift towards more immersive shopping experiences

A study from Snap reveals Gen Z’s guiding influence through the digital landscape and their desire to create meaningful connections. How can brands combine the two with immersive shopping experiences?

Digital Demand Tracker: summer holidays searches soar 661 percent amid fashion boom

MediaVision’s Digital Demand Tracker reveals the online search trends to track what’s in demand

The gender shopping gap: men spend 75% more on goods bought in-store

The difference between men and women’s shopping habits are widening. A new report analyses more than 410 million shopping purchases, revealing stark contrasts between demographics.

Getting social in B2B: 58% recall B2B messaging for their chosen brand on Facebook

Social media grows in importance for B2B marketing and communications as research reveals that three-quarters of millennials use social media for work purposes at least once a week, but other generations are cashing in on the trend.

Hybrid shopping: 70 percent of businesses getting lost on the customer journey

The pandemic has changed customer behaviour. Connecting customer journeys across digital and physical touchpoints is now a priority, yet a unified approach is lacking and brands are missing out.

Transparency matters when sharing personal data

Let’s be clear: consumers want to know how data is used and what they get

Despite slightly declining levels of importance, the majority of consumers still place a high value - and currency - over transparency in the data trade off

Amazon brands: sponsored product ads account for 81 percent of ad spend

Sponsored campaigns among Amazon US marketplace brands rely heavily on product ads as new report reveals benchmarks for performance

The race for car ad CTR: Q4 to Q1 is the best time to market

The automotive sector is seeing a resurgence as click through rates recover from a pre-pandemic low, says new research

Formula 1: which brands are winning the Instagram race?

Ahead of the highly anticipated Formula 1 2022 season, HypeAuditor, an AI analytics platform reveals the drivers, teams and sponsors in pole position on Instagram.

Google Shopping impressions by age group 2021

The lead impressionist: Amazon increases Google Shopping share by more than 50 percent

Online giant dominated 2021 impressions on Google Shopping platform, while pandemic caused blips in search volume trends and CPC jumped by 50 percent.

Signing up for growth: 55% of publishers pit subscriptions as top potential for revenue growth amid third-party cookie phase-out

Growth in subs: 55 percent of publishers rank subscriptions for revenue potential

Publishers are optimistic about their preparation for the demise of third-party cookies as product innovation, data privacy and talent top the business priorities list for the years ahead.

Is brand loyalty dead? Data shows incentives, not emotions, drive the ‘habit’ generation

A new report reveals that consumers can become habitual but not ‘loyal’ to brands, while understanding customer pain points and offering them rewards to buy can increase repeat purchases.

When to chase and when to chuck: the ‘how tos’ of email prospecting revealed

It might be old-school, but it works. Proactive email prospecting is still the most cost effective way for B2B marketers to acquire lead data, double that of the next best method, new data reveals.

Economy unlocked: Record ad spend growth driven by performance platforms

Green shoots ahead for the UK advertising market as those in the industry can expect the market to expand next year by more than a third since the pandemic-hit 2020.

Digital leads global marketing recovery: budgets grow but recruitment crisis looms

Digital channels lead the charge for a burst in marketing spend predicted in 2022, but the Great Resignation and skills shortage could challenge productivity, says latest annual review from WARC.

Plant-based and booze-free: how social listening helped brands through ‘Veganuary’

How did you fare against the rest of the country in supporting Dry January and Veganuary? Consumer insights on social media reveal who (and what) was most talked about in the longest month of the year.

IPA Bellwether: Omicron spoils ad spend party but optimism remains

Following a summer of prosperity, marketing budget growth has eased. But performance marketing channels remain a bedrock for investment amid Omicron and inflation ‘wobbles’...

Are brands getting worse at privacy breaches? GDPR fines hit record €1billion

Despite the slow demise of tracking cookies, GDPR penalties are increasing year-on-year, considerably affecting businesses that don’t comply with the new privacy laws. Some countries are gathering significantly more fines than others.

Naughty or nice? 18 Christmas ads ranked by emotional engagement

The results for the most emotional Christmas ad are in: which brands outshone John Lewis in the year adspend bounced back?

Ready for take-off: why adspend on travel could grow 6 times faster than average

Adspend in the travel sector is poised to smash global growth trends. But how can performance marketers optimise for jittery post-pandemic travellers?

Brand or agency: who’s in charge of supply path optimisation?

Programmatic advertising needs daily care beyond a ‘set it and forget it’ mentality. But should brands or agencies take the lead?

Shopping trends: search ads beat paid social for Christmas gift inspiration

As the golden quarter of e-commerce begins, exclusive survey results reveal 4 key insights into what shoppers really think of online ads.

The investment gap: Adspend on linear TV and social media ‘twice as high as daily consumption’

Are advertisers overspending on linear TV and social media? New global research suggests a rethink is needed.

UK marketing budgets hit four-year high: online video biggest driver for growth

Strong investments in performance marketing are boosting overall ad budgets in the UK, but supply and virus jitters are fuelling uncertainty.

The influencer generation: 10 percent of fashion shoppers start journey on TikTok

With physical retail shopping limited during 2020, social and mobile shopping gained in popularity. New research shows that TikTok is driving purchases.

Programmatic trends: video a key driver for growth

Despite the pandemic, programmatic investments have remained stable in Europe as transparency improves, says new research.

A third of consumers ‘find diverse advertising more engaging’

Diversity and values-led shopping are now ‘key drivers’ for customer acquisition and engagement, according to new findings from the DMA.

Top social media rankings revealed

PrettyLittleThing has taken the top spot, beating Dior in a first of its kind social media ranking that analysed how 200 retail brands use Instagram, Twitter and YouTube for audience engagement. However, on the whole, luxury brands ranked highly with Dior, Louis Vuitton and Gucci all in the top 10.

NEWS IN NUMBERS