Consumer engagement, podcast ads, ‘prime’ ad slots: 5 killer stats to start your week

We arm marketers with all the numbers and data they need to tackle the week ahead.

1. What makes consumers engage with brands?

More than one third (35%) of UK consumers say they only engage with brands they agree with ethically.

When asked how they feel about brands they regularly engage with, 38% say they only use brands that treat them with respect, while 30% believe the brands they use are an “extension of their personality”.

Another 30% say they only engage with brands that treat them as more than just a customer.

Consumers were also asked how they feel when a brand engages them personally. 35% say this makes them feel like their loyalty is rewarded, while 34% say it makes them feel valued and 21% that it makes them feel important to the brand.

Source: Ello Media

2. European brands move programmatic in-house

A growing number of European brands are moving programmatic in-house.

65% of brands in the UK, France, Germany, Italy and Spain currently buy ads programmatically. 86% of these programmatically-active brands have now either fully or partially moved the function in-house.

However, the extent to which brands have embraced programmatic in-house capabilities varies. While 48% of UK brands have fully moved programmatic in-house, the figure decreases to 35% in Germany and 32% in Spain.

71% of UK brands, 72% of Spanish brands and 72% of Italian brands are programmatically active, all above the 65% European average. Meanwhile, German (48%) and French brands (63%) registered the lowest programmatic buying engagement, reflecting a focus on consumer privacy in those nations.

Source: IAB

3. Podcast advertising set to double in three years

Podcast advertising is set to double during the next three years, to account for 4.5% of global audio advertising spend and totalling $1.6bn (£1.2bn) by 2022. This figure is almost double the $885m (£685m) in predicted investment this year.

Currently, YouTube is the most popular platform for podcasts (53%), followed by Apple (28.8%) and Spotify (28.3%).

The report indicates that Spotify in particular is looking to monetise podcast ad audiences in two ways. The first is through brand sponsorship of podcast content. The second is via programmatic advertising, which accounts for 12% of the platform’s US ad revenue – far below the global rate of 65.3% for all online display advertising.

Source: WARC

4. New research reveals a shifting attitude toward digital ad spend

There’s been a shifting pattern in digital ad spend with responsive search ads (RSA), shopping ads, and messenger ads all climbing in popularity during Q1 as advertisers look for new ways to capture consumer attention.

Almost a quarter (24%) of advertisers are running RSAs, which are an automated search ad format that Google introduced less than a year ago.

Shopping ads continue to dominate with 22% of advertisers running Google Shopping Ads, while mobile accounted for 43% of spend share across all verticals.

Meanwhile, there was a 6% drop in cost-per-clicks (CPCs) across all verticals worldwide year on year.

Facebook Messenger had the highest CPCs of all Facebook-owned inventory, including  Instagram. Instagram ads now command 20% of total Facebook spend share with 34% of those ads being Stories.

Source: Marin Software

5. Sunday evenings now the ‘prime’ slot for TV advertisers

More TV ads air on Sunday than on any other day of the week and more online traffic is generated by TV advertising on Sundays than any other day, according to analysis of over 44,000 advertising spots across 227 UK TV channels.

Monday is the most effective weekday for advertisers, while Wednesday is the least effective – with 50% less directly linkable online searches coming from the back of TV ads that air during this day than on Sundays.

The data also finds that UK daytime TV audiences are almost twice as likely to engage with adverts as peak time audiences. 44% of web traffic that can be linked back to TV advertising comes from ad slots during the daytime period, while only 24% is generated from peak time advertising.

Media buyers and planners both invest more in the daytime slot: 37% of TV ad budgets are invested in this slot, while only 30% of ad spend is budgeted for peak time advertising.

Source: Admo.tv

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