Ruth Mortimer: The marketing year in data

This column’s theme is ‘the year in data’: I’ve chosen three pieces of data that sum up where marketing, as an industry, is at the end of 2014. They cover the core themes that have made headlines this year: programmatic, ad spending and social media.

1. Ninety per cent – that’s the percentage of its social media that Mondelez is buying programmatically this year, according to media manager Derek Luddem at our ‘‘Get with the programmatic’ event last week. Procter & Gamble, meanwhile, expects that 70% of its US digital media buying will have been bought this way by the end of 2014.

Programmatic spend overall was up 61.6% in the UK in the third quarter, according
to Standard Media Index. For many brands and agencies, I expect this will become
a standard way of obtaining media.

2. £1 in every £2 spent by advertisers in the UK next year will be on digital. The proportion of British ad budgets being spent on digital (around £8bn) will comprise around half the total amount (£15.7bn), according to GroupM statistics.

This will make the UK the first country in the world to spend more on combined digital marketing than on traditional means. The fastest-growing part of the market is digital display advertising, with mobile display comprising 39%.

3.€25m – (£19.7m) is the amount that KLM makes from its social media in sales. The airline invests heavily in its social presence as a vital sales tool, and with so many brands still treating social as if it is free – as highlighted by Mondelez’s head of digital and social media marketing Sonia Carter at this year’s Marketing Week Live, who said brands must learn that they need to “pay for reach” socially – it is good to see KLM taking a more mature approach.

So until next year, engage with us on the site and by following @Marketingweeked. You can catch up with our curated view of all 2014 trends and the year ahead here.

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