CMOs Mobilize On Mobile
New research by App Annie suggests that consumer spending on mobile apps will increase by 30 percent over the next year, reaching $110 billion in total for 2018. This growth is driven by increased mobile penetration in markets such as China, India and Brazil, while consumers in more mature mobile markets are spending two hours per day on mobile apps.
It’s no great shock, then, that Forrester predicts that 70 percent of companies will spend more on both mobile web and app advertising in 2018. Furthermore, 39 percent of companies that spend more than $5 million per month will up budgets by more than 30 percent.
This optimism about mobile marketing comes despite rampant, unavoidable ad fraud concerns, Forrester found. Of the marketers it surveyed, more than a third estimated that over 40 percent of their budgets were at risk of fraud. Only 19 percent reported taking systematic action to prevent fraud, though assigning high priority to fighting ad fraud in the next 12 months was almost unanimous.
Nintendo Switch Rakes In Cash
After just eight months on the market, the Nintendo Switch has already sold over 10 million units worldwide.
“The response from fans has been great, and we’re doing our very best to satisfy demand during the holiday shopping season,” said Reggie Fils-Aime, Nintendo of America’s president and COO.
North American Sports Market Grows
PwC has released its 2017 predictions for the North American professional sports market over the next five years, forecasting the industry to bring in $78.5 billion in yearly revenue by 2021. This growth will be driven mostly by increased spending on media rights and sponsorships, especially in 2018.
“Dilly Dilly” Dependability Drops
Despite the seeming ubiquity of the second “Dilly Dilly” spot in late November, the new addition to Bud Light’s campaign has not influenced positive perception of the brand, according to new research by YouGov. Among men, favorable impressions, from news, advertising and word of mouth, peaked on November 17, coinciding with non-“Dilly Dilly” ads that aired in late October. By the time the new spot aired in late November, positive perception was already on its way down, and continued diminishing even afterward.
Data And Distrust
New research by Parks Associates indicates higher-than-ever misapprehensions about data collection. Among US broadband households, 54 percent believe they gain nothing of value from sharing their data with corporations, and 42 percent believe they cannot rely on those companies to keep their information safe.
“It isn’t sufficient to provide excellent customer care. That’s table stakes,” said Alton Martin, co-founder of Trusource Labs. “[Manufacturers] need to convey and instill confidence that not only do their products work well, but they are secure and will not allow a consumer’s home and family privacy to be violated. I can’t imagine the negative blowback if IoT devices in the home suddenly became untrustworthy. They’d be disconnected in droves.”
US consumers are placing a premium on their data, despite not being entirely sure what information about them is being collected, a new study by Censuswide finds. Of the survey’s US respondents, 31 percent claimed they did not know enough about their data to weigh in. On average, however, US consumers value the data advertisers collect at $244 annually, totaling $78.8 billion for all the personal data in the country.
This presents a fine line for marketers to walk, with 60 percent of consumers preferring data-driven relevant ads, and 48 percent willing to give anonymous data to keep online sites free.
Misuse of personal data likewise carries a hefty price tag, a study by Accenture indicated. Consumer mistrust cost American companies $756 billion last year, with 41 percent of consumers switching companies due to irrelevant messaging and poor personalization.
The rewards for companies that use data wisely are great, with 43 percent of US consumers responding that they would be more likely to shop at a company that always personalizes experiences and protects their information.
“Those that succeed will hit a ‘sweet spot,’ whereby US customers will be willing to share more personal insights into their world in return for greater value and the confidence that their data is protected,” said Robert Wollan, senior managing director at Accenture.
Many US firms find themselves up to the challenge. New information from Winterberry Group, the Interactive Advertising Bureau and the Data and Marketing Association found that American companies will spend just over $20 billion on third-party data in 2017.
This spending is split almost 50-50 between acquiring user information ($10.05 billion) and activations to put data insights into practice ($10.13 billion). In terms of specific types of data, omnichannel makes up the largest share, with $3.53 billion to be spent on information such as names, addresses and interests. Transactional data, or purchase histories, comes in second place with $3 billion, and digital behavior in third with $2.08 billion.
Inclusion In Advertising
The Advertising Standards Authority (ASA) released a report on gender last April, which found that gender stereotypes in advertising harm individuals and society as a whole. In the year since, marketers in the UK have taken note, according to research by Shutterstock.
Among British marketers, 57 percent claimed that the ASA’s report led them to select images for their ads differently, and 35 percent have used more images featuring women in the past year. Furthermore, 90 percent of marketers agree that using more diverse images will improve a brand’s reputation, and 51 percent believe that it’s important for marketing images to accurately reflect modern society.
However, these shifts run mostly along generational lines. While 43 percent of marketers ages 25-to-34 increased their use of images of same-sex couples in their communications, only 17 percent of marketers over the age of 45 did the same.
“Striking a chord with consumers is no longer about serving them images of perfection, as social media has helped to change how people view images,” Robyn Lange, a curator at Shutterstock told Campaign. “Consumers prefer images that accurately portray the world around them, as opposed to a perfected version of the world offered by marketers.”
Netflix Releases Streaming Statistics
Netflix has released information on what its subscribers have been up to in 2017, including such tidbits as the fact that one user watched Pirates of the Caribbean: The Curse of the Black Pearl once a day for the entire year. On average, Netflix users watched 60 movies on the platform in 2017, and in total streamed one billion hours of content every week.
Additionally, Netflix’s information establishes a major difference between binge-watched shows and non-binged shows, with no crossover between the top 10 shows in each category.
(Editor’s Note: Our weekly reports post is updated daily. This installment will be updated until Friday, December 15. Have a new report, study or insight to share? Let us know at email@example.com.)