Influencer marketing is becoming ubiquitous among US marketers—it’s growing so quickly, in fact, that we’ve broken out influencer marketing in our forecast for the first time: We expect just over two-thirds (67.9%) of US marketers will use influencer marketing this year. But the medium’s rapid rise hasn’t allowed much time for marketers and platforms to adapt to the format. Marketers report having the most trouble with measurement and ROI.
Learn what’s happening in the affiliate marketing space, its intersection with partnerships, and more. Watch this eMarketer One-on-One, a new video interview where Matt Gilbert, CEO of Partnerize, talks with Geoff Ramsey, co-founder of eMarketer and chief evangelist of Insider Intelligence.
Paramount+ prepares for launch: ViacomCBS has kicked off a 13-week marketing campaign to promote its new streaming service, as ad spending around streaming continues to grow in 2021.
Boomers may find digital shopping a stickier habit than expected: Lockdowns increased ecommerce spending for the generation, and many will continue to shop online post-pandemic.
France to make Google pay for news: It took two years, an EU copyright directive, and battle with antitrust regulators—but France's success could set a precedent for other news publishers in Europe.
Spotify is playing the long game with podcasting: Though it's bankrolling the creation of new podcasts on its platform for now, it could pay off in a few years' time with the podcast ad industry set to boom.
Spotify opens advertising to the UK and Germany. The streaming audio company is bringing its proprietary ad tech to Europe, as it looks to pull more brands into its podcast fold.
Uber Eats doubled its sales last year: In addition to the surge in food delivery during the pandemic, the company's ability to cross-promote with its rides business (with both riders and drivers) helped drive growth.
eMarketer principal analysts Mark Dolliver and Sara M. Watson, along with junior analyst at Insider Intelligence Blake Droesch, discuss the true power of the social media giants, how Gen Z viewers like to consume sports, Twitter leaning into audio, news use on social platforms, how the pandemic has reshaped children's screen time, why people get "red eye" in photos, and more.
Netflix holds on to the streaming wars crown. Despite decelerating growth expected through 2024, a nearly 37 million subscriber gain in 2020 will keep the streaming service on top for years to come.
China shops abroad: Chinese consumers will increase their spending on products from foreign ecommerce sellers by more than 17% this year as the pandemic continues to accelerate the shift to digital.
Pinterest rolls out dynamic creative: The site now offers a partnership program for advertisers looking to create performance-driven Pins, as it continues to beef up ad offerings to marketers.