1. Agencies are sceptical about integrated client briefs
73% of clients claim to include a “single-minded proposition” or single view of the customer in their briefs. But 76% of agency representatives says this occurs only sporadically. Only one in 10 brands say they still provide separate briefs for each department or agency, down from 24% in 2014.
2. Marketer confidence is on the up
More than a quarter (26.5%) of senior marketers indicated an increase in marketing budgets in the first quarter of 2017. This compares to 14.7% who signalled a fall. This means the net balance of marketers saying they would increase their marketing spend was 11.8%, marking the fourth consecutive year of growth
3. B2B marketers feel less prepared for the GDPR
28% of B2B marketers feel unprepared for new data protection regulation (GDPR), which comes into effect next year. This compares to 15% of B2C marketers. The biggest concerns are changes to consent (70%) and legacy data (51%).
4. Pirated streaming services
Almost five million Britons have already used pirated streaming services. Approximately 2.6 million non-users expect to start accessing these platforms in the near future, while one in seven users of the platforms have already cancelled at least one paid-for TV provider.
5. Digital video usage is gaining ground in the UK
Adults will spend an average of 53 minutes a day watching video this year. This is more than double what it was five years ago. By 2019, 10% of media time and almost 20% of digital time will be spent watching digital video daily.