Viewability situation “not really
UK advertisers spent about £606 million on online ads last
year that didn’t meet minimum viewability thresholds, according to the latest
quarterly benchmark report from ad verification company Meetrics.
In the final quarter of 2016, only 49% of banner ads served met the IAB and Media Ratings Council’s recommendation that 50% of the ad was in view for at least 1 second. This was the same figure as Q3, which itself was a marginal improvement on the 47% in Q2, but a noticeable drop from the 54% viewability level in Q1 2016.
A quick-guide to Live Streaming and promotions
A recent trend on social media has been the explosion of live streaming capability. Periscope, Facebook Live, Meerkat and YouTube have proven to be hugely successful ways to access live streaming due it being a cheap and instant way to interact with mass audiences and individuals alike.
in Britain are among the most likely in Europe to associate Christmas with
stress, according to a 25-country study by Lidl and Nielsen on men and women’s
attitudes and roles around Christmas.
Over six-in-10 (61%) British women say Christmas means stress – only women in
three countries find it more stressful (Sweden, Slovakia and the Czech
Republic). This compares to 54% of British men.
The cost of Christmas is unlikely to help stress levels. Nielsen Homescan data reveals the typical December grocery shopping bill is 20% higher (£371) than the average bill across the 11 other months, while the number of shopping trips increases 6%.
Christmas is obviously good news for retailers and brands. Alcohol sees the biggest increase in spend (62%) in December compared to the average month, followed by confectionery (up 33%) and Health & Beauty (up 20%).
Although total grocery sales in December are 20% higher than the average month, online grocery sales only rise 6%. Watkins notes this may look low in comparison but the differential is “more about the surge in sales that the larger out-of-town stores see in December, particularly people buying fresh produce in the final few days before Christmas.”
Mobile tends to be more accurate than desktop when targeting narrower groups