Advertising & Marketing


In the UK and US, about a quarter of smartphone users have installed an ad blocking app on their device, while in France, about 30% of all internet users use ad blockers.

The two core areas of digital video monetization, advertising and subscriptions, remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.

D.J. Reali, senior vice president of national advertising sales at The Weather Company, discusses the topic of applying data to ad creative.

African nations have some of the highest gender gaps in digital access and smartphone ownership, according to a February 2016 report. Even where overall access is very low, men are more likely than women to be online.

Internet of things (IoT) devices are garnering the attention of many marketers and consumers. While they may have different purposes, a December 2015 survey found that these devices may become common financial transaction methods, particularly wearables.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

Research suggests that contextual relevance does not do much to improve ad recall. But audio can make a difference, as can viewthrough.

Business executives worldwide are producing significant amounts of digital content and assets, according to an April 2015 report. And, they expect that volume to increase in the next two years.

Internet usage is pervasive in the US, with eight in 10 people now going online regularly. But consumers’ digital lifestyle has evolved into a multidevice experience, with mobile devices playing a prominent role in 2016.

Internet users in South Korea have shifted their trust in the media toward digital, and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

With digital budgets nearing TV heights, digital marketers are under more pressure than ever to deliver a larger return on their investment. With that in mind, eMarketer asked a panel of digital advertising experts: How can digital advertisers get a bigger bang for their buck this year?

Beth Gilmore, head of global demand for Twitter-owned MoPub, talkes about in-app inventory and in-app advertising.

Zachary Chapman, vice president of global digital and publishing sales at ESPN, discusses what makes a successful ad campaign in an omnichannel world.

Digital ad spending will surpass TV next year, eMarketer estimates. And according to February 2016 research, US ad agency professionals say their clients are interested in digital advertising more than last year.

Demand for virtual reality (VR) devices in China remains small for the time being, with the total user base in the country expected to be less than 10 million individuals through 2018. Despite this relatively early stage of adoption, enthusiasm for the potential digital video and gaming applications of VR may help to ramp up interest.

By the end of this year, 3.30 billion people around the world will use the internet on a monthly basis, eMarketer estimates.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.

Ad blocking continues to gain ground as more consumers discover how easy it is to install a browser plug-in that eliminates the ads they consider most intrusive—video pre-rolls, displays, interstitials, page takeovers, etc. The consensus is that ad blocking is a headache for all who depend on ad-supported digital media.

The average cost to get females to install, register for and subscribe to a mobile dating app is higher than the cost to acquire a male, according to research. Mobile operating systems influence app costs and conversion rates as well.

Pete LaFond, vice president of marketing at TruSignal, talks about programmatic advertising in the addressable TV space.