Featuring figures from eMarketer, Snapchat and the Super Bowl, here are seven important industry stats from the last week.
Just before Christmas, ClickZ published a series of stats from last year, where we revisited things like Alibaba’s record-breaking e-commerce day and CMOs’ continued commitment to content marketing. That article did so well that we decided to add “Stats of the Week” to our Friday rotation, along with Tweets and Ads of the Week.
The digital marketing industry can be an unceasing onslaught of numbers, be it predictions, dollars or engagements. Looking at the last week, here are seven of them.
32.17 billion: Display ad spend in 2016
In 2013, search ad spending was $23.44 billion, to display’s $21.07 billion. Search spending has increased steadily over the last two years, though not by as much as display, which is now up to $32.17 billion.
This year will be the first year display is ahead, a trend that will continue on. eMarketer estimates that by 2019, search ad spending will be $40.60 million, while display’s will be $46.69. Under the umbrella of display, the largest allotment of spending will go to the “banners and other” category, which refers to native ads and paid social, though video is the category expected to see the largest growth over the next few years.
7 billion: Snapchat’s daily mobile video views
It seems like just yesterday when marketers were trying to figure out the deal with this Snapchat business that’s so popular with the kids these days. The platform is now so popular that it delivers roughly 7 billion mobile video clips daily to its 100 million users. By comparison, Facebook delivers 8 billion mobile video clips a day, not significantly more than Snapchat despite having 15-times its userbase.
Another distinction is that Snapchat users have to click on videos, electing to watch them, while Facebook’s play automatically. Also competing with YouTube, Snapchat is officially a major player in video and raked in nearly $7.5 billion in advertising revenue last year, a 42 percent increase from 2014, according to eMarketer.
52: Apple’s share of the smartwatch market
Wearables were all the rage at the Consumer Electronics Show (CES) in Las Vegas last week, with smartwatches probably the most common kind. It’s unlikely any of them will match the success of the Apple Watch, which dominated the smartwatch market last year despite only debuting in April.
Last year, the International Data Corporation (IDC) predicted the Apple Watch would be 63 percent of the smartwatch market. The market research firm overshot, but not by much: according to Juniper Research, 52 percent of the smartwatches sold last year were Apple. Android Wear accounted for less than 10 percent of the market, despite IDC’s 15 percent prediction.
80 billion: Virtual reality’s predicted value
We’ve already established that virtual reality (VR) is the next big thing, an assertion backed up by Google. The search giant has set up a VR department and even appointed a new vice president of VR: Clay Bavor, the former VP of product management who helped create Cardboard.
Goldman Sachs is another entity banking on VR, believing the market will be worth $80 billion by 2025. The investment bank believes adoption will initially be slow, but will eventually skyrocket once the potential is realized beyond video games and entertainment. VR could also prove to be a game-changer in the health care and engineering industries, as well as the military.
400 million: $uper Bowl 50’$ expected ad revenue
Super Bowl 50 marks a few milestones. For one, it’s the first Super Bowl in 30 years to be held in the San Francisco Bay Area and the first in 45 years to be marketed in Arabic rather than Roman numerals. But in the biggest milestone of all, this year’s Big Game could break advertising records.
A 30-second Super Bowl spot costs nearly $5 million; this year, the game is expected to generate $400 million in ad spend. That’s about $55 million more than Super Bowl XLIX, during which 30 seconds of advertising was “only” $4.4 million. Despite the outrageous costs, 37 percent of last year’s brand ads were longer than a minute.
— NFL (@NFL) January 11, 2016
0: brands more beloved than Amazon
Slated to close 40 stores, Macy’s, the largest department store company in the U.S., is one of many retailers struggling to adapt to the digital world. But while brick-and-mortar sales declined by 20 percent over last year’s holiday season, online sales have continued to flourish, with Amazon leading the pack.
The e-commerce giant got 3 million new Prime members during the third week of December, and sent 200 million packages to 185 countries. Every year, The YouGov Brand Index ranks the most beloved brands in various countries. The most recent rankings were released this week and once again, Amazon came in first place with a buzz score of 32.1, beating out second-place Netflix by 2 points.
135: Peach’s position
Like a hybrid of Twitter, Snapchat and a group text, Peach is the latest social network that’s got the Internet buzzing. The app’s differentiator is its magic words feature; typing in the word “GIF” evokes a search bar full of options, allowing you to send GIFs easily. If you type in “TV” followed by “Making,” it will autofill “a Murderer.” Possibly “the Band,” but probably “a Murderer.”
Peach is also synced with your phone’s weather and pedometer apps, in addition to allowing you to wave at and/or throw cake at your friends, Facebook poke-style. It peaked at 85 in the iOS App Store and has since fallen to 135 – right above Vine – but that’s still pretty good considering we haven’t quite figured out the point of the platform yet, let alone whether marketers need to be using it. Another noteworthy aspect of the messaging app is that I snagged “mikeobrien” as a user name for the first, and possibly, only time in my life.
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