Happy's marketing news - 02.02.18


It’s time to delve into the marketing news for the past seven days with Happy’s bite-size chunks!

The viewability of ads in the UK hit its highest level since the first quarter of 2014 in the final three months of 2017, jumping to 56%. The UK, which traditionally lags behind seven other European nations, has leapfrogged Switzerland (48%), Poland (50%) and Germany (55%). Additionally, the average time a UK ad was in view (but not necessarily viewed) rose by 15% to 24.3 seconds. Ads only need to be in view for one second to be counted.
Issues around data, privacy and its accuracy were the biggest concerns for consumers in 2017. Breaches of UK data protection laws last year attracted 35 fines totalling £3.25m, almost double the fines in 2016. Of the 39 cases investigated, 69% related to data, privacy and quality. The remaining complaints were split between contractual (21%) and customer service (10%) issues. Read our GDPR blog here.
Amazon says advertising is becoming a “key contributor” to its business as the offer becomes “more valuable” to both customers and brands. In its fourth quarter results, Amazon’s ‘other revenue’, which is mostly its ad business but also includes co-branded credit card agreements, was up 60% year on year to $1.7bn. That is a slight acceleration in growth compared to the previous quarter, when ‘other’ revenue was up 58%.
McDonald’s says improvements in consumer perceptions of the brand have helped it post its best sales figures in six years. Sales were up 5.5% year on year in the fourth quarter, marking its 10th consecutive quarter of growth. And full-year sales were up 0.3% – the company’s best performance in six years.
Apple sold slightly fewer iPhones in the final three months of 2017 than it did the year before, but higher prices compensated for the dip. The firm reported a record $20bn (£14bn) in quarterly profits, driven by strong growth in Japan and Europe. The results were the first official glimpse of sales figures for Apple’s expensive iPhone X. Chief executive Tim Cook said demand for the product, which starts at about $1,000, had surpassed expectations. Quarterly sales at the firm climbed by 13% year-on-year to a record $88.3bn.
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