5 killer stats to start your week

We arm you with all the stats you need to prepare you for the coming week and help you understand the big industry trends.

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.

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