5 killer stats to start your week

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

1. Advertisers return to YouTube

The number of brands advertising on Google Preferred, YouTube’s programme for advertising on top tier videos, soared 50% in May, having fallen by 5% in March and April after the brand safety scandal.

Some 508 brands were advertising within Google Preferred in June, up 134% from January, before the scandal emerged.

The average number of channels where ads are run has increased 9% per month, while the number of days advertisers run campaigns is up 10% per month since April.

Source: MediaRadar

2. Consumer spending suffers longest decline in four years

UK consumer spending fell for the third month in a row in July, its longest declining streak in more than four years.

Overall, consumer spending dropped by 0.8% in real terms last month, compared with July 2016, and worse than the 0.2% decline seen in June.

Spending on transport and communications and clothing and footwear took the biggest hits.

Source: Visa

3. How the internet is used

90% of UK households have internet access, while 73% of UK adults use internet “on the go”, more than double the 2011 rate of 36%.

Some 77% of adults have bought goods or services online, up from 53% in 2008, with clothes or sports good the most popular online purchase.

Email remains the most popular activity, ahead of finding information about goods and services, social networking and reading online news, newspapers or magazines.

Less than 30% have used a site such as Airbnb to book accommodation, with 22% using services like Uber and Lyft to arrange transport.

Source: ONS

4. Online campaigns struggle to target women

Only half of UK online ad campaigns targeted at women actually reach them, compared to a 62% success rate when targeting men.

Overall, just 54% of ad impressions were delivered to the audience they were meant for, with travel and business/consumer services most likely to reach their desired audience, followed by entertainment.

Source: Nielsen

5. The value of social influencers

UK marketers are willing to pay Facebook influencers an average of £75,000 for a single post mentioning their brand, while on YouTube the figure is £67,000 and Snapchat £53,000.

However, 86% of marketers admit they are not sure how influencer fees are calculated and 38% cannot tell if a particular campaign is driving sales. Yet 75% plan to increase spend next year.

Source: Rakuten Marketing

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