Trafiq Digital Stats: October 2017

Posted: 3.11.17

Here is our regular round-up of the best digital stats from research and studies published this month:

1) Record ad growth driven by digital:
UK ad expenditure was up a record 3.7% to £10.8bn during the first half of 2017. This is largely driven by digital investment which represents over half of total spend across the industry. This is the highest recorded growth since the Advertising Association and WARC started to measure ad expenditure in 1982.

2) Influencer Marketing reaps big rewards:
According to recent research by Tomoson, marketers rate Influencer Marketing as their fastest-growing online customer-acquisition channel, outpacing organic search, paid search and email marketing. Their research found that businesses are making $6.50 for every $1 spent on Influencer Marketing and 59% of marketers are planning to increase their Influencer Marketing budgets over the next 12 months.

3) Small businesses continue to underestimate the value of mobile:
According to new research by PayPal less than a fifth of small business websites are correctly optimised for mobile. The survey of 2,000 UK business owners found that a third (33%) of respondents believed they didn’t need a mobile site as they ‘do well enough as it is’. This is a tremendous opportunity for those small businesses who appreciate and invest in user-friendly, mobile optimised websites.

4) Average viewing time of online ads is under 2 seconds:
Marc Pritchard, chief brand officer at P&G, told an audience at the Association of National Advertisers conference recently that the days of the 30-second online ads were over. Data shows that the average viewing time for one of their ads is just 1.7 seconds and only 20% of ads are viewed for more than two seconds. This has led to P&G, like many other organisations, shifting their focus away from longer TV ads on social media to much shorter more brand focused ones which tell their story quickly.

Here are our favourite digital stats from this month, we look forward to sharing more soon :)