Advertising & Marketing


eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about CCPA's arrival, TikTok's recent security and misinformation issues, Spotify's position on political ads, Facebook's deepfake ban, Delta Air Lines's "binge button" and more.

The much-heralded measurability of digital led to an advertising revolution. eMarketer principal analyst Andrew Lipsman joins host Nicole Perrin to talk about its excesses, and why it's time for marketers to wake up from the dream of perfect measurement.

Historically, most marketers have equated search with general search engines—especially Google. But many of consumers’ most commercially oriented queries are entered directly on retail sites. And for the most part, that means Amazon.

For months, survey data has shown that very few US businesses are ready to comply with the California Consumer Privacy Act (CCPA). With the legislation having kicked in on January 1, at least half of US companies may still be struggling to comply.

Three and a half years ago, the UK voted to leave the EU. The country then plunged into a deep depression, cities were razed and the ad industry collapsed into a heap of self-loathing—actually, maybe not. While things are not great, they’re not as bad as some feared.

In the beginning of her tenure as Pinterest’s first-ever CMO, Andréa Mallard established the company’s mission and core brand principles, reorganizing her team prior to the successful IPO. Now she’s focused on an aggressive global growth plan.

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

eMarketer principal analyst Yory Wurmser discusses one thing that summed up 2019 for him and some of his predictions for 2020, focusing on the promise of 5G.

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

While our 2019 prediction of digital’s influence on the reinvention of brick-and-mortar has materialized, it may have also undersold Amazon’s omnipresence in the space. The 800-pound gorilla of retail will continue to cast a wide shadow.

The rise of smartphones has transformed search behavior, with almost two-thirds of the US population expected to search on smartphones this year—a phenomenon that has changed how search results look and allowed users to start searching with their voice or an image.

eMarketer principal analyst Lauren Fisher discusses one thing that summed up 2019 for her, as well as some of her predictions for 2020, with a focus on handling privacy.

Consumers are constantly in search of convenience, particularly in the form of timesaving. In the past 12 months, numerous direct-to-consumer (D2C) meal plan services have emerged, offering consumers an alternative solution to home cooking without paying a dreaded visit to the grocery store—or spending time trying to figure out a recipe.

Aptly named D2C brand Brandless, an online purveyor of minimalist grocery, wellness and home goods, has oriented its brand around the rise of digital-first shoppers who prefer products that include fewer, more natural ingredients. These shoppers have an evolving view of brands and don’t harbor any particular affinity for household names they grew up with.

China has proven to be a hotbed for digital innovations, especially in the past few years. During this time, marketers worldwide have observed the latest trends coming out of the country, applying what they learn to their own markets.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about a potential Facebook injunction, Hulu binge ads, YouTube's ads of the year, Lyft's new car rental service, Pandora voice ads, Google's top searches of 2019 and more.

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

eMarketer principal analyst Nicole Perrin discusses one thing that summed up 2019 for her and some of her predictions for 2020, focusing on the measurability of digital advertising.

We couldn’t have been more correct in late 2018 when we predicted that privacy concerns would snowball in 2019, creating greater challenges for digital marketers with regard to audience identification, targeting and tracking.

For brands and retailers in some categories, Amazon is a significant channel for ecommerce sales. And that often means paying for prime placement on Amazon properties, including in search results. We estimate Amazon will have earned 72% of its $9.85 billion in net US digital ad revenues from search ads in 2019.