Digital ad spend, shop footfall, video: 5 killer stats to start your week

We arm you with all the numbers marketers need to know for the coming week.

1. Video makes up a quarter of US digital ad spend

Video is predicted to account for 25% of US digital ad spend, reaching $27.82bn this year.

Facebook (including Instagram) will account for almost a quarter (24.5%) of all video ad spend, ahead of YouTube (11%), Twitter (8.1%), Snapchat (1.4%).

However, in regard to revenue share, just 29.8% of Facebook’s ad revenue will come from its video platforms whereas Twitter will derive more than half (55%) of its total US ad revenues from video.

Source: eMarketer

2. September footfall closes the quarter on a low

Footfall in September declined by 1.7% on the previous year, driven by the squeeze of increasing shop price inflation and little real wage growth.

High street footfall decreased by 2.2%, marking two months of consecutive decline. High street footfall fell in all regions, with Wales and Northern Ireland seeing the deepest declines at 7.9% and 6.1%, respectively.

Retail park footfall growth dropped to 0.2% in September, down from 0.3% in August, with the east seeing a negative swing from +5.1% in August to -5.6%. Northern Ireland saw an end to its four-month growth, with footfall falling by 6.1%.

Shopping centre footfall also continues to decline, however at a decelerated rate: in September it fell by 2.5%, compared to August’s fall of 2.4% and July’s 3.4% fall. September is the 18th consecutive month of decline.

Source: BRC

3. Marketers aren’t confident in their ability to integrate data for insights

The majority (82%) of marketers believe they have integrated marketing strategies but their efforts are not translating fully to consumers. Even with the help of agencies and other media, fewer than 20% say they are confident enough in their ability to create insights from data.

Another 78% ‘strongly’ or ‘somewhat’ agree that it is difficult to assess how well brands perform across channels, while only 51% feel their organisation can act on real-time data.

And just 45% are still not confident their company has the optimal media mix and only 13% believe they have very integrated media strategies.

Source: Kantar

4. Consumers say environmental factors impact their choice

Retailers must listen to the 71.4% of consumers who say they consider the environmental impacts of their choices when shopping for food and grocery products.

But food retailers aren’t alone. In fact, 64.2% of shoppers seeking clothing and footwear also make decisions based on minimising their impact on the environment.

On the other end of the spectrum, 28.6% of consumers shopping for food and groceries ‘disagree’ or ‘strongly disagree’ when asked whether they consider the environmental impact of their purchases compared to 35.8% of clothing and footwear shoppers.

Source: GlobalData

5. UK digital ad spend grows by 15%

UK advertisers spent £6.4bn on digital advertising in the first half of 2018, marking a 15% growth year on year.

The display ad market saw 20% growth year on year, taking spend to £2.3bn. This growth is driven by video, which saw a 40% increase to £967m, while non-video display inventory accounted for £1.3bn of spend.

Search has grown 15% to £3.3bn, accounting for 52% of total digital ad spend.

Source: IAB

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now