Advertising & Marketing

The year of AI: Artificial intelligence invaded all aspects of life in 2024, from work to play and generation to generation. New genAI players appeared to take on megaliths like Google and Meta. It would be a copout to say that 2025 will bring more of the same, but we expect startups to begin taking more market share from Big Tech and challenging the status quo.

Strategic alliances expanded EV capabilities this year, but high prices, limited infrastructure, and possible tax credit cuts could challenge growth.

Google, Apple, and Samsung integrated genAI into their flagship devices, but delays and tepid consumer interest signal challenges ahead.

Facing regulatory scrutiny, market share erosion, and diversification risks, OpenAI must innovate in multimodal AI while proving profitability to sustain its industry leadership.

2024 saw a pivot to specialized AI agents and personalized search tools, with on-device AI driving adoption despite skepticism about added costs for smartphones.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Interest in women's sports continues to rise: Media investment and NIL rules drive opportunities for advertisers and growing fan engagement.

On today's podcast episode, we discuss why Omnicom and IPG are merging, and who will be most impacted as a result. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Briefings Jeremy Goldman, and Analyst Daniel Konstantinovic.

In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

A big Google decision is coming in 2025: A judge will rule in April on several DOJ proposals that Google sell Chrome and syndicate its data.

While Gemini and cloud services drive record revenues, competition and global regulatory actions threaten its monopoly, particularly in search and advertising ecosystems

Layoffs, outages, and slowing 5G buildouts expose vulnerabilities. In 2025, the industry must pivot to sustain growth.

On today’s podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

This year, plenty of campaigns showcased the innovation and creativity of the ad industry.

Abandoning its EV ambitions, Apple focuses on AI-driven services and devices, aiming to lead on-device innovation while navigating fierce competition and regulatory battles

RTO policies clashed with remote-work culture as AI-driven layoffs swept through industries, highlighting a shifting balance between workforce stability and technological adaptation.

Amazon’s ad launch will define streaming for years to come: In less than a year, Prime Video became a top dog in streaming advertising.

On today’s podcast episode, we discuss which hotel guest behaviors do people think are most acceptable and unacceptable, the first ad on every media type, how American households look today compared to the 1960s, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Blake Droesch, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Retailers had a whirlwind 2024 that saw consumers seeking value, rising in-store visits, and widespread technological experimentation. To honor individual retailers who stood out, our analysts voted on a number of categories and discussed the winners on a new episode of the "Behind the Numbers: Reimagining Retail" podcast.