5 killer stats to start your week

We arm you with all the stats you need to prepare for the coming week and help you understand the big industry trends.

1. Digital display to finally overtake search

Total display expenditure will rise from $84bn in 2016 to $126bn in 2019, accounting for 64% of all the growth in global ad spend, according to Zenith Optimedia.

That means that for the first time ever, digital display will overtake search globally, accounting for 50.4% of spend.

2. Footfall slumps

Footfall saw one of its biggest drops this year in August, according to the British Retail Consortium, down 1.2% year on year and well below the three and 12-month averages due to inflation and the rise of online shopping.

High street footfall declined by 2.6%, while shopping centres fell 0.8%. However, retail parks saw footfall increase by 1.6%.

3. The most annoying mobile ad formats

Pop-up ads are the most annoying mobile ad formats, cited by 28% of respondents in a study by Inskin Media and On Device Research. They are closely followed by those that sit in the middle of the screen, on 26%, and those that delay the page loading, on 18%.

In contrast, those that compete for attention, for example by moving down the page alongside content, or sit at the top and bottom are much less annoying, cited by just 13% and 8% of respondents respectively.

4. One in 10 marketers to spend £100,000 on influencers

One in 10 marketers are planning to spend more than £100,000 on influencer marketing over the next year, while just 4% have no budget.

The increase comes the new data, from Takumi, shows one in four believe influencer marketing is a more effective way to target consumers than traditional advertising, while 43% think that is the case but only for millennials.

5. Companies lack the tech skill to make digital transformation a reality

While brands might be committed to digital transformation, 94% of IT decision makers do not think their companies have the tech skills to make it a success.

A further 50% believe they’re not transforming as fast as they should be, and 37% that they’re not moving as fast as competitors.

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