Advertising & Marketing


Furniture is one of the fastest-growing categories in ecommerce today. More consumers have come around to the idea of purchasing furniture online, and new direct-to-consumer (D2C) companies are entering the space, hoping to win market share by streamlining aspects of the customer experience like cost, shipping and installation.

Connected TV inventory is growing like weeds. We expect that more than half of the US population (57.2%) will watch connected TV in 2019, up from 51.7% in 2017. And the time they spend watching will increase too, which means the amount of connected TV inventory available to advertisers is proliferating.

Direct-to-consumer (D2C) companies continue to disrupt traditional retail, and taking note of their marketing investment strategies might benefit traditional retailers that see these digitally-native newborns as competition.

eMarketer forecasting director Shelleen Shum discusses our numbers on internet usage in China and the closing gap between urban and rural populations. Watch now.

eMarketer principal analysts Lauren Fisher and Karin von Abrams, senior analyst Bill Fisher and research analyst Matteo Ceurvels reflect on the first year of the European Union's General Data Protection Regulation (GDPR). How has it affected business and everyday life? And what does the future hold for similar legislation in the US and elsewhere?

According to a January 2019 survey from influencer marketing agency Mediakix, 61% of US marketers agreed that it’s difficult to find the right influencers for a campaign. And more than one in four US marketers said that brand safety and alignment was a challenge when it comes to influencer marketing.

In an IAB poll of marketers, half of the respondents defined OTT as streaming video that appears on any screen and 48% defined OTT as streaming video that appears on a TV screen.

Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.

While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.

Agencies have always operated in a competitive market, but now, they must contend with brand clients bringing marketing tasks in-house and consultancies encroaching on their turf.

Digital's share of time spent is above 50% in China, US, UK, South Korea and Canada, but under 50% in France, Germany, Japan and India. 

Direct-to-consumer (D2C) brands thrive on their abilities to build strong customer relationships, optimize data and identify the unmet needs of modern customers. More and more, brands see these digital natives as a threat.

eMarketer forecasting director Shelleen Shum shares our internet time spent numbers for China and . Watch now.

Measuring influencer attribution is already an issue for marketers, and the recent privacy updates on browsers like Apple’s Safari and Google Chrome aren’t going to make things easier.

It’s been one year since GDPR became enforceable and marketers are still anxious about data regulation. Since the law went into effect, ad trade groups have become more accepting of outside regulation but they still want to shape the laws that affect their industry.

This summer, Nike will roll out its latest augmented reality (AR) initiative, Nike Fit. While the feature is another move toward independence and away from wholesalers, it could also help to alleviate the biggest hassles of online shopping when it comes to clothes and accessories.

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

eMarketer vice president of multimedia Paul Verna joins us to discuss how some TV ads lose effectiveness when they’re not viewed in real time. Considering the high percentage of ads that are time-shifted, this is a potential concern for traditional TV advertisers.

Amazon’s US digital ad revenues will grow 53% in 2019, as it continues to steal share from the Facebook-Google duopoly. That will amount to $3.92 billion in incremental US ad revenues this year, or 82% of Amazon’s worldwide total. And nearly half (43.9%) will come from mobile ad spending.