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.
By Sarah Vizard
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
Source: 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%).
Source: DMA
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.
Source: ONS
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
