B2B brand-building, cookie phase-out, climate disinformation: 5 interesting stats to start your week  

We arm you with all the numbers you need to tackle the week ahead.

Over two-thirds of B2B marketers see brand-building as a competitive advantage

More than four in five (81%) B2B marketers plan to increase their investment in ‘human-centric’ strategies over the coming year, according to a new white paper from ad agency Triptent. Additionally, over two in three (69%) B2B marketers see brand-building and human-centric marketing as a competitive advantage for their business.

Over half (54%) of B2B marketers say they are prioritising brand-building, however, almost one in two (47%) say they struggle to create a compelling business case for it. Limited financial resources (51%) and insufficient data on customer emotions (42%) were cited as the biggest obstacles to introducing more human-centric strategies.

The research, B2B Gets Personal: Building Trust Through Emotion, explores shifting challenges and opportunities for B2B brands. It is based on data and insights from more than 800 marketing professionals.
Among B2B brands the biggest emotion they hoped to evoke in customers was trust, followed by motivation, hope and curiosity.
Source: Triptent

Only a quarter of advertisers are ready for the cookie phase-out

A new study from Taboola has found that just one quarter (25%) of advertisers are prepared for the phasing out of third-party cookies.

The research, carried out by YouGov on behalf of Taboola, also found that almost half (46%) of advertisers are happy that Google has decided to delay the phase-out.

Google pushed back its timescale for ditching cookies after “divergent feedback from the industry, regulators and developers” and now says it hopes to proceed with third-party cookie deprecation starting early 2025.

The study finds that the end of cookies will see a change in how advertisers spend, with 44% preparing to shift some of their advertising budget to other channels. It found that search advertising and native advertising were among those with the strongest appeal in a cookieless world.

Source: Taboola and YouGov

Disinformation clouding climate change perceptions

Climate change remains a significant concern for Britons but widespread misconceptions fuelled by disinformation is clouding their understanding, according to a new report by not-for-profit group Conscious Advertising Network (CAN) and global agency Dentsu.

The research presented participants with pieces of disinformation around climate change. While the vast majority (85%) of people in the UK acknowledge the impact of climate change on various aspects of life, a similar proportion (82%) believed in at least one of the pieces of disinformation presented as part of the survey, suggesting that confusion around the topic is clouding concern.

On average, people believed 2.4 of the seven pieces of disinformation that were presented. Men, millennials and those outside England were the most likely to fall for the disinformation.

More than half (55%) of UK adults acknowledge that disinformation has contributed to confusion and scepticism around climate issues, with 40% pointing to social media as a key source of incorrect information. News articles (20%) and family members (9%) were also named as sources.

Crucially, almost half (45%) of consumers say they would stop supporting a company they associated with climate disinformation, and only 9% fully trust climate commitments made by brands.

Source: Conscious Advertising Network and Dentsu

Euros expected to give boost to retailers

After weak retail sales growth in May, retailers may be set to benefit from extra spending around Euro 2024 fixtures.

The tournament, which kicked off over the weekend, may well prompt people to spend additional money on alcohol and food to accompany the games, found a British Retail Consortium (BRC) poll of 2,000 UK shoppers.

The research found that over one in 10 (13%) UK consumers expect to spend more on groceries, beer, wines and spirits to enjoy while watching the football, and 9% plan to host gatherings at their homes to watch matches together.

Bigger ticket items may also see a benefit, with 6% considering the purchase of a new TV or other electronic device to improve their viewing experience.

Any uplift from the tournament will be welcome after sluggish retail sales growth of 0.7% during May.

Younger generations are the most likely to provide a boost to retailers during the Euros, according to the research. Almost one in four (24%) 18 to 24 year olds say they plan to spend more on groceries to enjoy during matches, versus just 4% of those aged 55 plus.

Source: BRC

Most podcast listeners hear an ad two to three times before making a purchase

Around two-thirds (66%) of podcast listeners who buy an advertised product hear an ad two to three times before making the purchase, and 75% make the purchase within a week of last hearing the ad.

Podcasting trade association Sounds Profitable published its most recent Ad Nauseum study, which surveyed 1,000 weekly podcast listeners, showing that 67% of them recall hearing two to three ads during the last podcast they listened to, with an average of 3.1 ads perceived per podcast.

The research also looks into the behaviour surrounding podcast listeners skipping ads, with lack of interest in a product (37%), and over-familiarity with a product or service (28%) given as the most common reasons for this.

In more positive news for brands advertising on podcasts, 58% of listeners say they discovered a new product or service they liked through a podcast ad, and 45% have directly made a purchase after hearing a podcast ad.

Source: Sounds Profitable