Happy's marketing news - 26.01.18


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

A survey used by Facebook to determine how much prominence to give to different news publishers consists of just two brief questions. The first asks whether a user recognises the websites displayed. The second asks whether the user trusts them on a five-point scale ranging from “not at all” to “entirely”. Some journalists have complained that the questions over-simplify matters, but the social network has said it will combine the results with other data.
Ad spend in the UK hit £22.1bn in 2017, up 3.4% on 2016, according to preliminary figures released this week by the Advertising Association and Warc. It represents the eighth consecutive year of growth, and another record year of spending on advertising. The £22.1bn figure is an upgrade from previous estimates of 3.1% growth for the year from October 2017. The UK’s 2017 ad spend total is equivilent to a 4.8% share of global spend and makes the UK the fourth largest advertising market in the world after the US, China and Japan. Stephen Woodford, chief executive of the Advertising Association, says UK ad spend is predicted to grow 2.8% in 2018.
Less than one quarter (24%) of the UK population trust social media platforms when looking for news or other information. UK consumers’ concerns around social media platforms include the fact they are not regulated enough (64%), they don’t do enough to prevent bullying (69%) and there is insufficient action to stop illegal or unethical behaviour (70%). Technology (75%) remains the most trusted industry sector globally, followed by education (70%), professional services (68%) and transportation (67%). Financial services (54%) is again the least trusted sector.
The prime minister says she wants the UK to lead the world in deciding how artificial intelligence can be deployed in a safe and ethical manner. In a speech at the World Economic Forum in Davos, Theresa May said a new advisory body, previously announced in the Autumn Budget, will co-ordinate efforts with other countries. In addition, she confirmed that the UK would join the Davos forum’s own council on artificial intelligence.
Two-thirds of EU nationals living and working in the Britain in the marketing and creative industries are considering leaving the UK because of Brexit, according to a new survey conducted exclusively for Marketing Week’s parent company Centaur. Some 31% of respondents, which include marketers, creatives and designers, say they will “definitely” or “probably” leave, while a further 31% are unsure whether they will stay or not. Just 38% say they will “definitely” or “probably” stay.
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