Once again we round up some of the most interesting digital marketing statistics we’ve seen in the past seven days or so.

This week it includes mobile advertising, digital salaries, email benchmarks, Instagram, online grocery shopping and the World Cup.

For more internet marketing stats, see our Internet Statistics Compendium…

Disruptive mobile ads aren’t worth the hassle

  • Disruptive full-screen mobile ads generate 10 times as many complaints as semi-disruptive ads (half-screen), but achieve a similar CTR.
  • The data comes from analysis of more than 15m UK mobile ad impressions by Opera Mediaworks.
  • Whilst a semi-disruptive ad generated one complaint for every 1,267,114 impressions, disruptive ads generated a complaint every 127,267 impressions.
  • But they aren’t worth the hassle, as semi-disruptive ads generate CTRs more than three times higher (350%) than standard banner or video adverts while fully disruptive ads generate CTRs 381% higher than standard.

Vodafone is most valuable British brand

  • Vodafone is apparently the most valuable British brand, according to a report from Brand Finance.
  • Based on calculations of what it would cost to licence a brand, the report puts Shell in second place and HSBC in third. Orange and Tesco completed the top five.
  • A 67% increase in value saw BT move from 12th to seventh, thanks mainly to the launch of its BT Sport channels. 

Earn more by going in-house

  • Marketers working in-house earn more than their agency peers, according to a new report from Propel.
  • For example, the average salary for junior employees was £23,310 in agencies compared to £26,161 in client-side roles.
  • The gap was closest at senior level with agency respondents being paid £60,830 on average compared to £61,873 on client-side, but then the difference grew to roughly £20,000 at c-level (£95,212 vs. £114,199).
  • The results come from an online survey of 1,895 respondents working in digital marketing, combined with 2,671 records taken from the recruiter’s own database. 

Video marketers want guaranteed CPMs

  • Advertisers appear to be unconvinced of the value of real-time bidding for online video, according to a study by Videology.
  • The research, based on 678m impressions from January to March 2014, showed that 96% of advertisers bought their ads based on a guaranteed CPM.
  • Advertisers are taking a screen-agnostic approach to video advertising; in Q1, 31% of all campaigns included a mobile and/or connected TV component, and one quarter of all campaigns ran across three screens: mobile, connected TV and PC.
  • Increased use of targeting has enabled more advanced ads to be served; a 129% year-on-year growth, based on Q1 2013 figures.

Email marketing benchmarks

  • A new report from Silverpop investigates email benchmarks by industry, with data taken from nearly 3,000 brands from 40 countries.
  • It shows that if around one-fifth of recipients open your emails then you’re doing an okay job.
  • A number of industries achieve average open rates of 25%, including non-profits, consumer services and education, while healthcare just pips them all with a mean score of 26.2%.
  • At the other end of the scale, travel & leisure achieved a mean open rate of just 15% while media & publishing achieved 16.6%.

Unique open rate by industry

Instagram ads

  • Instagram published a load of stats this week which show that since 2010 its user base has grown to 200m monthly actives with more than 65% coming from outside of the US.
  • Users share an average of 60m photos per day and have published more than 20bn photos in total.
  • Well Facebook announced this week that all those active users can brace themselves for ads to also appear in their streams.

Online killed the impulse grocery purchase

  • Online grocery shoppers tend to make fewer impulse purchases online than they do in-store, according to a recent consumer survey from eDigitalResearch. 
  • The survey of 1,154 online grocery shoppers found that 29% of respondents feel that they make far fewer impulse purchases online than in-store. 
  • In contrast, just 7% said that they make more additional impulse buys online than they do in a store.
  • However online shoppers tend to be less loyal, as just 10% said that they always stick to the same brands for particular items.

Brands doubt value of big agencies

  • Brands apparently doubt the value of large agencies due to the results that small agencies can achieve with new digital technologies.
  • A survey by MyNewsDesk found that 75% of PR, marketing and communications professionals believe brands question the value for money delivered by large agencies.
  • The research also shows that though one in four respondents (26.02%) believe impartial, independent journalism will die out as a paid profession within 50 years, journalism skills will continue to be attractive to brands. 
  • Despite the increasing importance being given to the role of data in marketing and communications functions, 47.9% of respondents expect employers will prioritise journalism skills over data analysis skills (26.3%) when recruiting communications employees.
  • Mynewsdesk consulted 195, marketing and communications professionals from the beginning of May 2014 until the second week of June 2014. 

Comms professionals struggling with complex audiences

  • The number and complexity of key audiences remains the most important challenge for communications professionals, a new survey has found.
  • When asked to select their top five challenges, 77% of those surveyed selected the number and complexity of key audiences. 
  • Of these, 22% reported this was the single most important issue facing their organisation.
  • The report from the VMA Executive – which surveyed more 250 communications leaders across Europe – also found that 81% expect demand for resources in social media to increase in the next two years. 

World Cup infographic