1. The war on ad fraud is winnable
Advertisers are making gains in the war against ad fraud. Economic losses have fallen 10% from $7.2bn last year to $6.5bn this, according to a report by White Ops and the ANA.
Video ads have some of the worst rates, at 22%, while display ad fraud has fallen from 11% to 9%. The report describes a 2% rate among mobile ads as “surprisingly low”.
2. Marketers are under pressure to measure external factors
72% of senior marketers feel under pressure to measure external factors such as themes in the news agenda and consumer sentiment since Brexit, says a Meltwater report.
Some 56% say the pressure comes from general uncertainty across the business, while 52% cite budget constraints and 36% the need to plan campaigns in other markets.
3. Marketers are not ready for new data regulations
A survey by Relay42 found that 96% of marketers think IT is responsible for compliance with the new EU general data protection regulations that are set to come into force in a year, with just 4% thinking it is their responsibility.
Yet just 18% know where their data comes from and only 25% are happy with what to do if they receive a ‘right to be forgotten’ request.
4. Product innovation hit by supermarket cuts
As supermarkets cut the number the range of products they sell, brands are finding it harder to cut their new innovations onto shelves. Data by IRI found that new product launches have dropped by 8.4% and just one in seven get 75% distribution.
That is having a knock-on effect, with revenues from new product launches down 6.5%, equal to a £99.6m decline.
5. Netflix is yet to win over older viewers
Just one in 10 UK internet users aged between 55 and 64 watches subscription VoD services such as Netflix and Amazon Prime, preferring linear TV and catch-up services. The insights, from Ampere Analysis, shows this figure is 2 in 10 in the US and 4 in 10 across the general internet population.