Advertising & Marketing


Strong majorities of internet users in China say they pay attention to ads on a variety of websites—though they’re significantly less likely to actually click on them, research suggests. Relevance is key.

Facebook’s reach in Mexico is near-total and, what’s more, users visit the site more frequently than any other social media property.

B2B marketers in Australia are getting increasingly sophisticated in their approach to digital marketing, turning to tactics like marketing automation and social media to help generate leads.

Adrian McDonald, chief product officer at mobile ad platform Widespace, spoke to eMarketer about the importance of measuring viewability and what other metrics shouldn't be ignored.

Adriana Matyaskova, head of media at digital marketing and technology agency DigitasLBi, spoke to eMarketer about ad viewability in the UK and how ad blocking relates to the metric.

While almost two-thirds of bad bots worldwide behave like bots, roughly 40% are able to mimic human behavior, according to 2015 research.

The volume of content flowing out of B2B companies continues to grow, as more marketers find success with the tactic. Topics in this webinar include: What have B2Bs learned about content marketing ROI in the long term? How much content are B2B firms producing for their marketing efforts? What types content process and strategy deliver the best results? How are B2Bs tailoring content marketing efforts for their audiences?

According to a February 2016 survey, 36% of internet users in Denmark, Finland, Norway and Sweden used an ad blocker. The ad blocking user rate was highest in Sweden, at 39% of respondents, followed by Denmark (37%). Norway and Finland were tied at 34% each.

Though US internet users are interested in virtual reality and experiencing different types of content via the technology, February 2016 research found that most users worldwide are not interested in purchasing a VR headset.

Internet usage is higher in China among men than among women, according to our latest forecast of internet usage around the world. And, in turn, men outnumber women in the digital population of the country.

Digital is central to the lives of children and teens in Canada. Like millennials, these are digital natives, with no concept of a world without the internet. Engaging them requires digital and mobile thinking from brands. It also requires an understanding of how behaviors are shifting—and an ethical approach, especially with kids.

Three in four internet users in Belgium say they used a laptop last year, a modest gain from the 73.5% who say they did in 2014. The devices were also the most popular—aside from traditional TV sets—for viewing video.

Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research. But some actually think the impact will be a good one.

Marco Ricci, CEO of ad verification firm Adloox, speaks to eMarketer about ad viewability's relationship to brand safety and ad fraud.

Whether it’s monitoring the supply chain, tracking and managing inventory, delivering personalized promotions, or enabling ecommerce from new environments, the retail internet of things (IoT) is ushering in an era in which “smart” things can seamlessly collect, share and analyze real-time data.

Most internet users know that ads allow publishers to provide free content. Yet a majority of those online would rather block ads than pay for an ad-free experience.

Scott Braley, general manager of programmatic advertising at Ooyala, explains the effect of programmatic, social and mobile advertising on viewability metrics in the UK.

Mobile devices have helped bring the internet and digital media to more people in China than ever before. But 2015 research suggests that users in the country are less receptive to mobile video ads than their counterparts around the world.

While the internet of things (IoT) is changing the automotive industry, most young US internet users still prefer a traditional car to a self-driving vehicle, according to October 2015 research.

The retailers that see the most success on Facebook have better interaction rates than the leaders of any other industry, according to 2015 research. But the average retailer with a Facebook presence is doing notably worse—and worse than other verticals.