Advertising & Marketing


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.

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?

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.

eMarketer principal analyst Nicole Perrin discusses a recent survey on Google search users and breaks down the company’s Q1 2019 financial earnings.

Podcasts still have a ways to go before catching up with traditional radio. As marketers try to reach the growing audience of digital audio listeners, podcasts stand out in a few key ways.

Native advertising has dominated the digital display market, and it can be the main (or even exclusive) way of reaching consumers with display ads. Native ads have a particularly strong foothold in mobile apps, which account for a significant share of how internet users spend their time.

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.

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.

US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.

According to an April 2019 survey of global consumers from mobile video ad network AdColony, three in five respondents said they encounter offensive content on Facebook, and about half that figure noted the same was true of YouTube. Inappropriate content appearing on Google, in mobile games, or on platforms like Instagram and Snapchat was less likely, but still apparent.

With consumer privacy concerns at an all-time high and US regulation a certainty, advertisers must shift from a "bigger data is better data" mentality to a more mindful data-driven marketing focus. We spoke with Nicolas Bidon, CEO of WPP’s agency trading desk Xaxis, about how this transition inevitably leads to in-housing for some marketers—and why that’s not necessarily a bad thing.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for augmented reality (AR) audiences. Watch now.