GDPR, video ads, voice assistance: 5 killer stats to start your week

We arm you with all the marketing stats that matter this week including better allocation of spend could generate an extra $45bn profit for brands and UK advertising to surpass £20bn in 2019.

1. Quarter of marketers didn’t receive GDPR training before deadline

One in four marketers (27%) didn’t receive any GDPR training prior to the 25 May deadline and 34% feel more training is needed.

Another 68% agree training will be integral to their organisation if they’re to comply beyond the deadline.

However, in the last six months there has been an increase in the number of marketers who feel they’ve received appropriate training for GDPR, up 21% from November 2017 to 54%.

Source: DMA

2. UK advertising to surpass £20bn for the first time in 2019

UK advertising is expected to increase 6.1% to £19.9bn in 2018, up from £18.8bn in 2017. And in 2019 it is set to grow 5.1%, therefore surpassing £20bn for the first time.

The UK remains the fastest-growing mature advertising market in the world, with growth matching the Asia-Pacific average rate. While sterling is worth 7% less today against the US dollar than it was at the time of the vote to leave the EU, the UK remains the world’s fourth-largest advertising economy in dollar terms.

Meanwhile, digital could comprise of around 31% of national newspapers’ ad revenue in 2018 – and about 20% for regional newspapers. TV advertising investment fell 2.4% in 2017, but is forecast to recover by 1.7% in 2018 and 2.0% in 2019.

Pure-play internet has also expanded its share of investment every year since 2000. It was 1% of measured advertising then and will reach 59% in 2018, and 61% in 2019.

Source: GroupM

3. Better allocation of spend could generate extra $45bn profit

Better allocation of marketing spend, based on the ROI contributions of each channel, could result in about $45bn in additional profit globally for brands each year.

Optimal media allocations at today’s spending levels would require an increase in spend in TV, radio and digital, while digital display, print and out of home should see levels decrease.

The reallocation of spend between media channels would lead to an increase in global marketing ROI from $2.83 for every $1 spent to $2.95 – marking an increase of more than 4%.

Source: Ebiquity

4. Consumers more likely to watch an entire video ad if the content around it emotionally engages them

Consumers are 45% more likely to watch a video ad to the end if the content around it emotionally engages them – either in a positive or negative way.

Readers who had consumed content they defined as ‘pleasurable’ and then interacted with the advert were 32% more likely to watch the video ad to the end than those exposed to non-pleasurable content.

For instance, only 14.8% of people surveyed watched the entire video advert that appeared alongside a ‘calm article’ compared to 21.7% who watched it for a few seconds.

However, 21.5% watched the video to the end if it appeared next to an ‘arousing article’, compared to just 13.5% who only watched it for a few seconds.

Source: News UK

5. Just 7% of consumers use voice-activated devices to make a purchase

About one in 10 Brits now own at least one voice-activated device, but just 7% of them have used it to buy anything. This is compared to 16% who services such as Amazon Alexa and Google Assistant for travel updates and 8% to play audiobooks.

A quarter (25%) of owners use their voice assistants every day, but 30% claim to regularly forget they have one in the house.

Source: Code ComputerLove


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