Digital commerce, personalisation, ad spend: 5 killer stats to start your week

Digital commerce, personalisation, ad spend, global economy, customer data management

Global ad spends growth is set to slow next year as the global economy weakens and geopolitical uncertainty continues.

Growth is forecast to fall to 3.9% next year and 2.1% in 2021. That compares to growth of 5.7% in 2018 and 4.8% this year.

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That still means the total global ad market will about to $628bn in 2020, and close to $700bn when direct mail and directories are included.

TV spend is expected to increase by 1.8% next year, slower than the global average and meaning its market share will decline. Internet-related advertising is forecast to grow by 11% in 2020 and account for 52% of global spend.

By 2025, 80% of marketers who have invested in personalisation will abandon their efforts due to a lack of ROI, the challenges of customer data management, or both.

More than a quarter (27%) of marketers believe data is the main obstacle to personalisation because of weaknesses associated with data collection, protection, and integration.

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Personalisation comprises around 14% of marketing budgets, on average. But more than one in four marketing leaders cite technology as a major hurdle to personalisation.

Source: Gartner

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