1. Marketers want more control over programmatic
84% of advertisers want more control over their programmatic advertising.
63% say they struggle to get data transparency, while 66% don’t think they get enough financial transparency
A lot of marketers have talked about wanting to manage their programmatic advertising in-house but currently just 1.4% actually do.
Source: Infectious Media
2. Digital influencers are most popular for brand endorsements
61% of brands have worked with digital influencers in the past 12 months. This compares to 57% for singers or musicians, 51% for TV actors and 49% for models.
While 44% agree digital influencers will be the best option for endorsement opportunities in the near future.
Brands achieved an average return of £17.21 for every £1 spent on talent-led campaigns in 2017.
Source: Celebrity Intelligence
3. Consumers don’t feel in control of their data
62% of UK consumers don’t feel in control of data collected and stored about them by websites
67% also believe they have been signed up to a mailing list without permission
The vast majority (92%) would report a company if they thought they were misusing their data. However a large proportion (60%) were unsure who to report this to.
4. Trust in internet use on the rise, but not for digital news
Digital news did not experience the same level of growth in trustworthiness as other internet use categories.
The Guardian was among traditional newspapers which retained its trust ratings, while users ranked social media as their second favourite news source behind newspapers.
But only 14.9% of British users said they used social media to read news about a given topic. And Twitter copped criticism for earning the lowest trust rating (40%).
5. Brits’ hunger for big purchases plummets
Brits’ propensity to spend money on big ticket items such as electricals, fell six points to a score of -6 in November. This time last year the figure was 11 points higher at a score of 5.
Joe Staton, head of market dynamics at GfK: “Many retailers will be hit by the slowdown in consumer spending as households begin to feel the pinch and cut-back on their budgets. The confidence trajectory is unquestionably negative and sadly no amount of tinsel or baubles will change it.”