1. Unilever and Nestlé study reveals ROI of online ads
A year-long study of nine Unilever and Nestlé brands (Nescafé, Häagen Dazs, Persil, PG Tips, Magnum, Surf, Maille, Tropicana and Aquafresh) reveals that for every £1 spent on online display ads an average of £1.94 was delivered in sales across all supermarkets, with one brand seeing a £3.38 return.
All the ads carried a Sainsbury’s logo suggesting that store-branded advertising can have a halo effect on sales in other supermarkets. It is estimated that these co-branded ads are 21% as effective at driving additional sales at a different supermarket as they are at Sainsbury’s.
Source: Unilever, Nestlé, i2c, Nielsen, Nectar, IAB UK
2. Shoppers to spend record amount this Christmas
UK shoppers are expected to spend £4.2bn on groceries in the week before Christmas – 3.6% more than the same week last year and 50% more than a typical week.
“There’ll be a particular surge between Thursday 21st and Saturday 23rd – when over half of shoppers are likely to be shopping for the second time that week – with one in five shoppers indicating Friday will be the preferred day, allowing the weekend to be spent with friends and family,” says Mike Watkins, UK head of retailer insight, Nielsen
3. Businesses struggling to become GDPR compliant
Many UK organisations are still struggling to make their customer engagement and data management strategies compliant ahead of the General Data Protection Regulation (GDPR) being enforced in May.
33% of UK organisations have no formal data-cleansing processes in place.
29% are concerned about non-compliance with the GDPR, a 242% increase year-on-year, and more than half are unsure whether third-party data sources will comply with GDPR’s permissioning guidelines.
Source: Royal Mail Data Services
4. Instagram to hit 928m users by 2021
Some 593.7 million people worldwide will use Instagram at least once a month by the end of 2017, estimates suggest. This figure is expected to jump to 927.9 million users by 2021.
However, Instagram claims its user base is more than 800 million. The forecasted figures take into consideration duplicate accounts, business profiles and fake users.
5. Brands increasingly bringing programmatic in-house
Programmatic ad buying is increasingly moving in-house – with 38% of brands saying they are looking to move some and 62% to move it all internally by 2022.
78% of agencies say they expect brands to take at least some elements in-house.
Brands see the biggest opportunity in programmatic TV and full cross-screen measurement and optimisiation (38% each), followed by personalisation (33%).