NEWS IN NUMBERS
70% of US consumers have shopped online from abroad in the past year
High delivery costs are named as a key barrier to shopping globally, but it hasn’t stopped many US shoppers, but 22% would abandon their carts if they can’t use their preferred payment method.
What do you listen to on your commute? 15 most popular business podcasts revealed
Start your day right, with a ranking of the top business podcasts according to Google’s monthly search results.
47% of UK shoppers expect bigger discounts this winter as bargains and family-only gift shopping takes priority
Three-quarters of UK consumers state they’ll cut back on Christmas spending this year, and almost half care less about Black Friday shopping. What are the lookouts to get people to spend in the festive quarter?
Stick or twist? Four in 10 consumers less loyal to brands than a year ago
Cost of living crisis hits consumer loyalty as well as spending, as brands grapple with chasing possible switchers with offers versus building up loyalty among their customer base.
Two-thirds of marketing bosses suffering from ‘data overload’
The growing numbers of channels and platforms is distracting a third of CMOs from monitoring increasingly complex consumer behaviours.
Digital display ad spend up in the first half of 2022, while paid social remains stable
Latest Ad Intel data from Nielsen records spend returning to pre-pandemic levels across UK media, but advertisers may have to reassess spend in H2 amid the cost of living crisis.
Top 10 skills for marketing professionals have changed by 50%
SEO soars and PR plummets: LinkedIn’s new data reveals how the ‘resourceful modern marketer’ has changed since 2015, and what marketing skills are deemed most valuable today.
68% of consumers uncomfortable with their data being used for ads, but two-thirds are still likely to visit a site after being targeted
Despite six in 10 media experts naming privacy policy understanding as a priority, 29% have not taken any action to manage policy changes.
Social media is top of class for ‘back to school’ ads as almost nine in 10 consumers plan to shop online
Consumers prefer to see ‘back to school’ ads on social media compared to other channels, but they’re more likely to go the route of retail or e-commerce to shop for the new term.
Christmas (shopping) comes early: 29% plan to start by the end of August
Value for money trumps the priorities lists for peoples’ Christmas shopping this year, with more than half concerned about affording Christmas amid the cost of living crisis.
Global adspend to slow as social media warned of $40bn black hole
Social media companies are set to record a multi-billion dollar shortfall over 2022 and 2023, while growth forecasts for adspend across all channels and markets are cut by $90bn.
Marketing and IT leaders at war, who’s in charge?
86% of marketing and IT leaders want to improve website agility but disagreements over website ownership and competing priorities are putting up barriers.
“Creators are the new retailers” – but influencers are losing brands in an economic downturn
Latest poll from US and UK influencers reveals payment issues from brands in the last year, whilst LTK says spend on influencer marketing is growing.
Desktop adblocking creeping back up to 2018 high
Declining numbers of publishers use adblock walls as a revenue recovery strategy for adblocking.
Make it relevant: ads are acceptable on smart TV in return for free content say almost 7 in 10 consumers
UK consumers find it acceptable to watch ads on their smart TVs in return for free content, but there are caveats…
Global consumers rate DOOH ads as trustworthy, 7% more so than social media
DOOH ads gaining traction for performance with half of consumers encouraged to buy ‘there and then’ after seeing a DOOH ad.
Top 6 global media agencies for activity growth: dentsu X leads the way
International league table singles out Dentsu X as the most active agency in terms of client work, while Mediabrands takes the top slot among holding companies.
Online adspend grows by £1.5bn, but threat of “real-term contraction” looms across whole UK ad market
Forecasts for 2022 adspend upgraded, and online advertising to account for nearly three quarters of all spend this year, but pressures ahead for 2023.
One-third of subscriber churn happens in the first 24 hours
The first 24 hours are critical to engage with your new subscribers while a multi-channel referral approach is a key to conversion.
Brand trust is in decline as 75% of US and UK consumers are not comfortable buying from companies with poor data ethics
The survey underscores declining consumer trust in targeted advertising and the need for responsible data strategies.
Brits swap staycations for Euro breaks as searches for airlines soar in summer travel peak
Package holiday firms also enjoy a rise in search, while in the fashion sector Shein continues to rise in growth and Next search volumes slump.
Top 15 tech tools to future-proof marketing outcomes
Latest ‘state of the industry’ report finds that marketers are hunkering down their Web3 preparations while AI remains the most significant tech out there.
How do you maximise ROI as a marketer? Answer: don’t be afraid to spend on your campaigns
Nielsen report finds underspending in 50% of media plans, with maximum ROI in jeopardy.
E-commerce competition holds up in Q2 as CPM rises 27% across the globe
Latest reporting on Meta ad trends indicates a dramatic drop in US click through rates, while sustainability-based messaging drives higher than average conversions across the world.
Targeting campaigns by age is four times less effective than by life stage and behaviour
Outdated assumptions mean brands are missing out on whole demographics. Targeting by life stage and behaviour could transform marketing effectiveness.
Half of UK retailers using BNPL see sales growth, but 37% of businesses will not be tempted
More than 17 million people are buying now and paying later, but debt concerns and lack of relevance are holding businesses back from offering BNPL services to boost product purchase and consideration in the sales funnel.
Global ad spend forecasts: digital now makes up majority of overall spend worldwide
Soaring media price inflation, geopolitical tension, key elections and the FIFA World Cup are accelerating brands' reliance on data and digital channels to navigate an uncertain world in 2022 and beyond.
Referrals cited as important by 96% of marketers – but importance doesn’t translate to spend
Email remains the preferred communication channel for consumers – but the channel does not encourage a repeat purchase compared to discounts and rewards for loyalty and advocacy, finds research.
“Brands must put creators front and centre”: 55% of UK brand marketers set budget aside for the metaverse
91% of creators are keen to know more about the metaverse, with 55% of UK brand marketers already set budget aside taken from other marketing channels. Are you ready?
Digital ad spend up 30.5% in Europe in strongest year-on-year rise since 2008
All 28 markets covered by new research grew ad spend in 2021, and social and video drives display demand.
41% prefer streaming TV over traditional, pointing advertisers towards CTV
Research from Rakuten Advertising reveals the importance of context when connecting with your audience to improve recall, resonance and ROI.
Cost of living crisis fuels UK searches, while people look for aid to get on the property ladder and travel still high on the agenda
‘Cheap’ make-up and ‘package holidays’ see a rise in search, and a special report from MediaVision shows interest in second-hand fashion climb this year at the expense of ‘fast fashion’ stalwarts.
34% of Brits spent more online in the past six months, but purchasing power likely to reduce
Growth in online retail spend looks set to be “cut back down to size” as the cost of living crisis bites consumers. But search engines are the prime place to start an online shopping journey.
Investment in marketing drives growth and ROI for seven in 10 professionals
Automation was found to help individuals hit sales targets, while integrated sales and marketing teams are more likely to exceed forecast revenue.
Business deaths rise in Covid-era: Information and communications hit hardest
Drastic drop in new businesses across the UK over the course of the pandemic means the rates of business ‘births’ and ‘deaths’ are almost neck and neck.
The Great Resignation renders email databases out of date: bounce-rates increase
The majority (69.4%) of marketers have seen email bounce-rates increase over the past two years, causing databases to become out of date more quickly.
Attention favours context: 14% increase in purchase intent when display ads placed in context
New eye-tracking highlights increased brand favourability and recall when display ad was placed in a relevant context.
“Brands’ emotional intelligence is more important than ever” as they outperform stock markets
A massive +910% share price growth for leading emotionally intelligent (EQ) brands, with Google achieving the world’s highest EQ score.
62% of consumers will shift loyalty elsewhere if brands don’t give a personal experience
Personalisation will aid ROI, says new research, with almost half of consumers claiming they’ll return to a retailer if their experience has a personal touch.
Streaming is the most inclusive media platform for LGBTQ+ community
LGBTQ+ members view streaming content as the most inclusive programming across media platforms, reveals new report from Nielsen.
Up to 30% of premium video ad budgets allocated to streaming
Programmatic campaigns set to account for half of premium video selling by 2026 with an 80% year-on-year growth in programmatic ad views in 2021.
Dedicated followers of (80s and 90s) fashion and the festival season drives apparel search demand
Fashion of eras past are bouncing back in the search term ranks, while the summer hails more than the sun, as festival season means searches for the garb and gear to hit the fields.
Ad-funded versus subscriptions: 82% of revenue for non-game apps comes from subs offers
Just 36% of gaming app revenue is driven by subscriptions, while gaming apps see a drop in demand in eight months to March 2022.
Brand versus performance marketing: is the classic ‘60:40’ split now defunct?
Survey of global marketers reveals that many multinationals still don’t use profit and revenue based KPIs to assess their e-commerce performance.
24% of Brits “subscribing” to signing-up for more regular services
93% of consumers spend up to £150 a month on subscriptions, reveals survey.
Nearly half of performance marketers rate pay as most important to them in their job. Do you agree? Join the conversation
Our early indicators also reveal that over 40% of performance marketers are actively looking for or thinking about a new role. Are you tempted, and why? Take our survey and win a £200 Amazon voucher for your time.
67% of consumers “have left a site due to concerns about how their data is used”
Study shows that 81% of consumers are concerned about how brands handle their personal data, despite GDPR and big tech players Apple and Google introducing new privacy policies.
B2B marketing gets more creative: eight in 10 marketers say “creative confidence” is on the up
Majority of senior B2B marketers believe brands are increasingly producing creative campaigns to rival consumer output, with short-term performance marketing and long-term branding results getting equal investment.
Top 7 martech innovations for 2022: cookieless IDs, AI and contextual targeting make the list
Survey of over 600 advertising professionals uncovers most in-demand tech... and a clear concern about how the industry will adopt privacy-friendly identity solutions in a post-cookie environment.
Destination abroad: travelling dominates the search demand
Destinations in Europe – and beyond – are firmly up there in what the UK is searching for in the run-up to summer breaks, but demand for travel insurance and a skew towards cheaper deals hints at learned caution and cost of living concerns after the past two years.
“Everything we do is digital” say almost two-thirds of C-suite execs
Despite digital ‘transformation’ making way for ‘ongoing evolution’, almost half of survey respondents feel their martech would benefit from greater development.
Digital audio publishing wins the race for revenue growth with 500% rise in Q1
The rolling year to March 2022 saw an 18% year-on-year increase in digital publishing revenue across the board, says new figures from AOP and Deloitte.
Commerce on the commute: UK adults spend £179bn a year on mobile devices while out of home
Mobile spenders in Britain are on the rise since the pandemic, with young adults averaging almost six mobile purchases a week whilst commuting.
Don’t write off email marketing: campaign effectiveness increases with direct communication
Effectiveness of email marketing is solid, but a focus on retention campaigns and less meaningful measurements means the channel may be retrenched into an “immediate response” driver rather than a longer-term brand building tool.
€746m and counting: the 10 biggest GDPR fines so far
From tech giants to fashion retailers and airlines, many sectors and big brands have fallen foul of GDPR regulations over the past four years. View this visual timeline below to track the biggest fines so far.
“CTV hits the sweet spot”: eye-tracking study reveals top platforms for ad attention
80% of European users prefer CTV reveals new study that used eye trackers and electrodermal responses to measure the optimal state of engagement.
Eyes on the high impact prize: High impact formats drive 72x more attention than display ads
Eye-tracking panel study opens the doors to understanding the “new metric of attention”.
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Planning for attention: 75% of TikTok and YouTube audiences are engaged for ads (versus 58% for TV)
Consumer attention metrics show advertisers how to have the greatest impact by reaching their audiences when they are most engaged, with radio and Facebook hampered by the most distracted audiences.
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: 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.
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
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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.
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.
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.
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.
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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.