Advertising & Marketing


Brand trust has a great deal of sway on purchase behavior, especially when shopping for big-ticket items. According to an October 2018 SurveyMonkey poll, 68% of US internet users said trust in a brand was very influential when making a major purchase.

As America heads to the polls, brands find themselves in a tight spot, with more and more consumers tying their purchases to brands’ political stances. In an election day special edition of “Behind the Numbers,” we look at the data and what it means for marketers.

Quartile's Daniel Knijik and Alfaparf's Andrea Omodei explain why Amazon is an important sales and marketing tool for brands expanding internationally.

Industry experts weigh in on the magnitude of ad blocking, whether technology can solve the problem and the effects of GDPR.

eMarketer's chief innovation officer Geoff Ramsey recently spoke with Bill Duggan, group executive vice president of the ANA to discuss Amazon, trust and digital creative.

Many believe that the internet of things will transform the retail industry, but fewer are certain in which ways—and how—this will affect their business.

This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.

Undertone's Mike Pallad and Laura Salant discuss the importance of measuring attention in digital ad campaigns.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.

Creative professionals would rather work on projects centered around emerging technologies than spending more time coding, according to a recent study.

Consolidation in the ad industry and straightforward labels could make data-driven advertising easier to comprehend and navigate.

Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

Heather Watson, consulting and behavioral insights lead at research and solutions firm CGK, discusses how to market to teens on YouTube and the importance of having an authentic brand personality across platforms.

Every few months it seems another story emerges about ad dollars disappearing down a black hole of fraudulent activity. And the spotlight on fraud will shine ever brighter, with good reason. For the UK, we forecast that digital ad spending will reach £13.24 billion ($17.05 billion) in 2018, accounting for 63.8% of total media ad spend.

Harry Harcus, managing director for the UK and pan-regional at Xaxis, explains how to move beyond the basics of viewability.

Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.

John Egan, head of demand, EMEA, at mobile app ad exchange MoPub, a Twitter company, discusses how marketers are continuing to work on cracking the code on in-app programmatic advertising.

Emerging retail tech straddles the line between utilitarian and useless. Improving the customer experience is usually the end goal but when it's implemented just for the sake of showing off, consumers don't always find it useful. According to a June 2018 JDA Software survey, consumers were receptive to the idea of retail tech.

If you think consumers want brands to be neutral on social issues, you would be wrong. Belief-driven buyers—consumers who choose, switch, avoid or boycott a brand based on its stand on societal issues—are the majority in 2018.