1. Digital ad viewability hits 18-month high
The viewability of banner ads rose from 51% in Q2 to 52% in Q3 – the first time it has risen for two consecutive quarters. (stats if want to use them to show the increases: 47% in Q1, 51% in Q2, 52% in Q3)
That is the highest level since Q1 2016, when viewability was at 54%.
“Yes, the latest rise is small but its directionally very significant. For the first time there’s a consistent positive trend which is a sign that efforts to increase viewability are bearing fruit.” Anant Joshi, Meetrics
2. The key concerns around GDPR
65% of marketers think GDPR will be a hindrance to their marketing.
The key concerns for organisations are consent (28%) and legacy data (18%).
Priorities include updating privacy policies (15%), integrating compliance systems (12%), auditing current state (12%) and data management breach processes (11%).
3. Retail spending on the slide
Retail sales suffered an unexpectedly sharp fall in September, declining 0.8%. However, online sales were up 14%, accounting for 17% of all retail spending.
The decline means third-quarter retail growth slowed to 1.5%, its lowest in more than four years.
The biggest downward pressure on sales volume was price, which was up 3.3% year on year, the highest rate since March 2012.
4. Ad spend on video overtakes banners for the first time
Advertisers spent £699m on video ads in the first half of 2017, up 46% year on year. Spend on banner ads was up 2% to £685m.
That means advertisers spent more on video ads than banner ads in the UK for the first time.
Source: IAB UK/PwC
5. UK investment in analytics to double by 2020
UK businesses are spending £12bn per year on analytics, with that expected to rise by 26% annually to total £24bn by 2020.
Yet only a minority feel it is having a positive impact. B2B is the most positive on 33%, followed by retailers on 26%, leisure with 19%, TMT on 13% and consumer packaged goods with 8%.
Source: OC&C Strategy Consultants