eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign. They then talk about Nielsen's new ID graph, measuring digital video ads, and how out-of-home advertising is doing.
A majority share of consumers are now taking to marketplaces first when shopping online. According an August 2020 survey from ecommerce ad agency ChannelAdvisor conducted by Dynata, 53% of US adults said they began product searches at Amazon when planning to make a digital purchase.
In the midst of social upheaval in the US, many marketers are striving to be more inclusive, especially as they relate to people who have been historically underrepresented, excluded, and stereotypically portrayed. By embracing and reflecting real-world diversity, they can build greater brand affinity and deeper customer relationships while working to effect positive change.
Privacy: New data shows that consumers are still more concerned with their privacy than with personalized ad experiences—and as a slew of new privacy overhauls arrive in 2021, it may be time for marketers to accommodate their target audiences.
Sonika Malhotra, co-founder and global brand director of Love Beauty and Planet, speaks with eMarketer vice president of business development Marissa Coslov about the beauty brand’s marketing priorities, from building trust with its customers to making sustainability accessible.
The food and beverage category is seeing the biggest gains in retail ecommerce sales growth this year as more consumers have gotten comfortable shopping online amid the pandemic. Over the past few months, Kellogg’s has also experienced this digital growth and implemented ongoing efforts to adapt to the rapidly changing retail environment.
Nielsen announced it will be rolling out a cookieless identity resolution system next year, which is especially important for marketers looking to measure their ads as third-party cookies are phased out.
BuzzFeed and HuffPost are the latest publishers to merge in an attempt to scale—the media industry continues to lose ad dollars to the duopoly in a year when the pandemic has only weakened the industry.
The political and social turmoil in the US this year has inspired an unprecedented number of companies to speak out on social media or work to effect change within their companies.
YouTube introduced an audio ad format, which may seem like a strange move given a slim portion of users listen to the app in the background, but its large user base could make the format worthwhile.
Today marks a big milestone at Insider Intelligence: We launched our new platform, unifying our two brands (eMarketer and Business Insider Intelligence) into a single online experience and expanded our Financial Services coverage. We also just published a report that’s been long in the making--and it happens to be our very first under the new brand.
Though many companies struggle with diversity and inclusion in their advertising, some are making strides.
On November 3, Californian voters approved Proposition 24 to pass the California Privacy Rights Act (CPRA). The final result was closer than pre-election polls suggested, but nonetheless 56% of voters approved the measure.
David Cohen, CEO of the Interactive Advertising Bureau (IAB) joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss how digital advertising is adapting to changing times, including the growth of the connected TV ecosystem, developments in privacy regulation, the quest for marketing attribution, and the need for identity resolution in a post-cookie world.
WPP, in a push to consolidate creative and digital teams, will merge agencies Grey Global Group and AKQA to form AKQA Group.