ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: 85% of marketers see data privacy as integral to consumer trust; Mobile-optimised sites see 48% increase in CPM; and 50% of online christmas spend on mobile.
Data privacy integral to consumer trust
Globally, 85% of marketers view data privacy as integral to consumer trust, according to new research from the World Federation of Advertisers. More than seven out of ten (72%) senior marketers view data as a strategic asset, however 56% of marketers are still in the early stages of implementing data-driven marketing.
Nearly nine out of ten (89%) marketers indicated that they were increasing their spend on analytics in the next 12 months, with 31% indicating that this spend would increase greatly. Just over 30% (31%) of marketers described themselves as advanced or highly advanced in their data-driven marketing.
Just half of marketers are "somewhat confident" with their ability to determine ROI based on analytics, with 27% stating that they were "not confident". More than seven out of ten (73%) marketers highlighted that using first-part data was critical to their business, and 88% of marketers are looking to increase utilisation of first-party data.
Nick Broomfield, director and managing partner at The Customer Framework commented: “To make the most of their investment in data planning, execution, and analysis, companies need to develop the right organisational structure to deploy commercial, practical insights combined with a program to improve data-driven marketing capabilities across the organisation.”
Mobile-optimised sites see increased CPM
Globally, mobile-optimised sites have seen a 48% year-on-year increase in CPM, according to Pubmatic’s ‘Quarterly Mobile Index Q3 2015’. Non-optimised mobile sites saw a 26% year-on-year reduction in their CPMs.
Apple app ads saw the highest increase in CPMs (109%), followed by mobile web (30%), and Android mobile apps (11%). Tablet ads were the only inventory that saw a falling CPM, down 26% year-on-year. Apple app iOS saw the largest increase in impressions (133%), followed by tablet impressions (44%), and Android apps (44%).
Private marketplace inventory saw CPMs nearly 500% higher than non-PMP inventory, with desktop PMP inventory seeing an average of nearly 300% higher CPMs than non-PMP inventory.
Mobile to account for almost a quarter of Christmas purchases
In the UK, purchases on mobile will account for almost a quarter of Christmas purchases (23%) this year, according to Adobe’s ‘Digital Index Online Holiday Shopping Prediction’. Over a quarter (27%) of consumers stated that they feel more efficient during christmas shopping this year.
Just under half (45%) of consumers said product reviews are among the top influences when considering a major purchase. UK christmas shopping is set to peak on black Friday, with a predicted online spend of £474m. Online shopping is predicted to account for more than half (57%) of total sales. Low prices and good deals remain the biggest driver to shop online, with over two-third of consumers (67%) stating this was a top motivator.