The self-esteem gap, Christmas sales, digital outdoor spend: 5 killer stats to start your week

We arm marketers with all the important numbers they need to tackle the coming week.

1. Brands are losing out on £774bn by failing to bridge the ‘self-esteem gap’

Brands that promote gender-balanced marketing are worth £774bn more than their rivals, which could be linked to the fact 80% of household purchase decisions are made by women.

The brand value of brands skewed towards men is £3.1bn, compared to a value of £4.1bn for brands that are either ‘balanced’ or skewed towards women.

These female-skewed brands are 4% healthier than male-skewed brands and 6% healthier than strongly male-focused brands.

READ MORE: Brands are losing out on £774bn by failing to bridge the ‘self-esteem gap’

Source: Kantar

2. UK holiday sales to hit almost £100bn

Retail sales in the UK are anticipated to climb 4.7% year on year this Christmas to reach £98bn with spending fuelled by low unemployment, low inflation and strong wage growth.

Of that total, 21.6%, a record high, will come through online, with ecommerce sales up 16% this year to £21.22bn.

Source: eMarketer

3. Digital outdoor ad spend to reach $14.6bn this year

Global spend on digital out-of-home advertising (DOOH) is predicted to grow by 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the outdoor market.

Digital’s share of total global outdoor ad spend is expected to hit 37.3% – or $14.6bn – in 2018, up from 34.8% in 2017, 32.4% in 2016 and 22.7% in 2012.

The outdoor ad industry has seen a surge in interest thanks to digital, which has unlocked new possibilities, For instance, mobile click-through rates increase by up to 15% when supported by outdoor, while 46% of US consumers used a search engine as a result of seeing an OOH ad.

Source: Warc

4. Nearly 80% of marketers and publishers would outsource data strategy and execution

Some 80% of marketers and publishers would outsource data strategy and execution due to lack of resources, while another 30% agree executing tactics is a struggle and almost 25% say they don’t know how to optimise their data.

Meanwhile, 69% of respondents say their organisation collects audience data; and when asked to describe how valuable audience data is to their company 64% say it is ‘very valuable’. Altogether, 96% believe collected data is either ‘very valuable’ or ‘somewhat valuable’.

For the 31% that don’t collect data, a lack of resources and education are the biggest hurdles, with 33% confessing to not having the internal resources in place and 31% saying they “don’t know where to begin”. Another 21% don’t have the technology or tools needed.

Source: Lotame

5. C-level execs are prioritising customer experience above profit and revenue

More than two-thirds of C-level executives see customer experience as a top business priority, with 90% reviewing customer experience metrics at board level.

Meanwhile, most businesses say the biggest issue they face is “joining up” siloed systems and people. Another 32% see their departments working in siloes as a major barrier to progress, while 29% consider a lack of integration between business systems as the biggest problem.

Source: EngageHub



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