The best digital marketing stats we’ve seen this week – Econsultancy

It’s stat time – surely the greatest time of the week.

This particular roundup includes news about ad spend, AR, Christmas retail, and tonnes more. Check out the all-new Internet Statistics Database too, as it’s chock-a-block full of cool stuff.

Please enjoy.

Iceland gains huge social wins on the back of banned ad

Fresh data by Socialbakers has revealed how Iceland’s ‘Rang-tan’ ad – which was banned from UK TV for being ‘too political’ – has resulted in huge wins for the brand on social media.

In just three days, Iceland’s initial tweet about the banned ad generated 184,000 interactions on Twitter, with a whopping 1,200 interactions per 1000 Twitter followers. The brand also gained almost 7000 Twitter followers in this time.

On Facebook, the brand went from 572,500 fans to almost 605,000 fans, also in just three days. Meanwhile, Iceland’s Instagram post about the ad gained over 9x more interactions per 1000 followers than their next most popular, and almost 10x as many interactions overall.

AR believed to offer greater opportunity for UK businesses than AI

A new report by Osborne Clarke and the Economist Intelligence Unit states that UK businesses believe AR and VR will be more transformational to their businesses in the next five years than AI.

Based on a survey of 550 senior execs from 11 countries, the research found that 88% of UK organisations believe AR and VR will have a significant business impact by 2022 – compared to 70% of those that said AI.

Globally, 43% of respondents in real estate and 32% of respondents in the energy sector say VR and AR offer significant opportunity. Meanwhile, 27% of digital businesses say an enhanced ability to deliver VR and AR will be the number one application driven by next-gen connectivity for the digital business sector in the next five years.

Two-thirds of marketers believe creativity is being hampered by digital ad growth

In a survey of 522 brand marketers, Sizmek has found that the majority of respondents are struggling to balance creativity with advances in technology.

More than two-thirds of respondents, or 67% to be precise, believe that the quality of creative is being harmed by digital advertising growth. Meanwhile, 84% say artificial intelligence means nothing without the creative to support it.

The survey also revealed that the majority of marketers believe in the importance of data, with almost eight out of 10 respondents saying the GDPR will put greater importance on the quality of creative in future. Lastly, 91% of marketers say the need to “make digital ads more engaging to meet brand goals” will be a priority for them over the next 12 months.

Digital ad spend rose to nearly $50 billion in first half of 2018

According to the latest IAB Internet Advertising Revenue Report, US digital advertising revenues for the first six months of 2018 soared to $49.5 billion – the most advertisers have ever spent on digital media in a first half of a year. In comparison to 2017, this represents a 23% year-on-year increase from $40.3 billion.

The report suggests that this rise is due to consumers embracing new direct-to-consumer brands that do not appear in-store, driving advertisers and retailers to reach new customers via mobile.

Other key points from the report include the fact that digital video advertising revenue has reached $7 billion in the first half of the year – up 35% from a year ago, with 60% of this revenue attributed to mobile video.

Meanwhile, digital audio advertising grew 31% to reach $935 million in revenue in the first half of 2018, meaning it is on track to exceed last year’s full-year revenue of $1.8 billion.

Retail delivery is worse at Christmas than any other time of year

Christmas is a time when shoppers rely on timely and efficient retail delivery. However, a new study by parcelLab suggests that it is when the delivery experience is worse than normal.

In a survey of over 2,000 British shoppers, 44% of respondents said the experience is worse at Christmas compared to the rest of the year. This is despite the fact that 49% of people complete nearly half of their gift shopping online.

34% of respondents cite length of delivery time as a key problem, more than any other issue in fact, with 56% of Brits saying delivery takes at least one day longer at Christmas. 28% reported that it takes at least three days longer.

Lastly, 31% of shoppers cited out-of-stock items, 28% said late delivery, and 14% said poor post-purchase communication is the reason Christmas deliveries can be a let-down.

UK consumers predicted to spend £8.29bn this Cyber Weekend

According to new research from and the Centre for Retail Research, UK consumers are predicted to spend £13.41m per minute over the Cyber Weekend this year. This equates to £8.29bn in online and offline sales from Black Friday through to Cyber Monday – a 6% uplift on the £7.78bn spent in 2017.

The figures reveal that spending over the Cyber Weekend has grown significantly over the last five years, with online and offline spend up 66% and 68% respectively since 2013. In total, spending online and on the high street over those four days alone now accounts for 24% of festive sales, compared to 14% in 2013.

This year, shoppers are expected to spend £2.44bn on Black Friday. Sales are set to continue to increase over the weekend, reaching their peak on Cyber Monday as consumers are predicted to spend almost £2.96bn on the final day of the weekend.

Barclaycard expects 15% increase YoY in Black Friday transactions

Barclaycard has revealed it predicts 15% more transactions on Black Friday 2018 than it managed in 2017, and an average of 1,100 purchases per second through Barclaycard systems.

Super excited about my first #BlackFriday with @BcardBusiness and the valuable insights we get from our spend data. It’s looking like 2018 is going to break records as the busiest year yet! Stay tuned this week for more insights and tips from me. #Payments #BarclaycardBlackFriday

– Rob Cameron (@cameron_rob) November 16, 2018

That’s your lot for this week. Happy shopping…


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