Digital video is growing. In fact, it’s rare to come across an area of digital video that isn’t seeing increased investment. Ad spending in digital video is no exception, and we anticipate it to grow 20.8% to more than $36 billion this year in the US. It’s happening in OTT and connected TV, as well as across mobile devices, programmatic exchanges, and social media platforms.
Marketers believe they have a mandate to personalize customer experiences across channels. That’s because most believe consumers have signaled their interest in receiving more-tailored communications through their behaviors and actions. And in many cases, personalization seems to be the logical next step in achieving the greatest return on marketing investments in a digital, measurable world.
For the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent. Consumers’ use of smartphones will continue to make up the majority of their media consumption, but we predict that use will plateau by 2020 as consumers become increasingly uneasy about overuse of mobile devices.
For the vast majority of marketers, there’s no longer any question of whether they should have a tech stack. However, these solutions are constantly maturing and evolving to meet marketers’ needs as vendors continue to innovate offerings, and marketing organizations better understand how technology can serve them. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in marketing and advertising technology
Americans are spending less time with most major media, with one major exception: smartphones. eMarketer has curated this Roundup of articles, insights and interviews to break down the key trends in mobile marketing today.
The amount of time individuals spend with social networks continues to increase, especially with the proliferation of newer platforms like Instagram and Snapchat. US adults averaged approximately 51 minutes of daily time with social networks in 2017. eMarketer has curated this Roundup of articles, insights and interviews to help you reach social media users effectively.
Marketer demand for a more complete, holistic attribution approach is rising, but given the complexity and companywide participation needed to make it work, it's early days for those actively pursuing it. eMarketer has curated this Roundup of articles, insights and interviews to help you unravel identity and attribution.
Strong headwinds are certainly ahead for influencer marketers. For one, it's looking like this will be the year that the US Federal Trade Commission (FTC) will become more heavily involved. eMarketer has put together this selection of articles, insights and interviews so you can understand what will be critical to influencer marketing in the coming months to be prepared—and to avoid the risks.
Amid rising ownership of voice assistants and smart speakers like Amazon’s Echo and Google’s Home, voice search is becoming standard operating procedure for many consumers. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the conversational commerce ecosystem, encompassing chatbots and personal assistants.
Direct-to-consumer (D2C) brands have historically relied on performance-based digital advertising strategies. Many leverage Facebook and Instagram to target audiences and direct response podcast ads to drive conversions, even throwing unconventional content marketing into the mix.
People routinely refer to the digital era as one of rapid change. But it’s more accurate to say the pace is uneven. This Roundup includes data, insights and interviews on the latest trends impacting digital ad spending and key happenings across marketing channels.
The artificial intelligence (AI) ecosystem is complex and in a state of constant flux. Though far from perfect, one thing is certain: Many business leaders are already bullish about AI’s ability to improve operations. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in AI.
For the first time, holiday retail sales will cross the $1 trillion mark. Up 5.8% from the year prior, the 2018 season will benefit from near record-high consumer confidence, strong ecommerce sales and over 30 shopping days between Thanksgiving and Christmas.
Customer experience has become one of the biggest areas of business focus across industries. One way that adds value to a consumer’s shopping journey is authentic, tailored content. eMarketer has curated this Roundup of articles, insights and interviews to zero in on the trends affecting content marketing today—from creation and personalization to brand safety and more.
Investment and interest in artificial intelligence (AI) remains high, though large-scale adoption is happening more slowly. Still, many companies have ambitious plans for AI systems and are looking to them to improve their business operations. eMarketer has curated this Roundup of articles, insights and interviews to help you understand today's AI landscape and how marketers are putting it to work.
Social media marketers and advertisers are looking beyond the hype and mysticism of AI, and seeing its potential for both effective campaign management and optimization. eMarketer has curated this Roundup of articles, insights and interviews so you too can get a sense of the real reality of AI and how it can support your social campaigns. (Robot not required.)
Despite rapid growth, mobile advertising has been hampered by fragmented formats and standards, which limit what marketers can do with the newer and richer types of mobile marketing data available. Improved measurement and transparency is key! eMarketer has curated this Roundup of articles, insights and interviews to help you understand mobile measurement and targeting.
Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.