Advertising & Marketing
As the eurozone faces economic turmoil due to global trade tensions and the continuing threat of Brexit, France and Germany are faring slightly differently where ad spend is concerned. Per our estimates, total ad spending in France is growing at slightly higher rates than in Germany, which lurches closer to an economic recession.
US TV ad spending will drop almost 3% this year, and a 1.0% bump in 2020 from the presidential election and Summer Olympics will not stave off a long-term decline for ad spending on the biggest traditional channel. According to eMarketer’s latest US ad forecast, TV ad spending peaked in 2018 at $72.40 billion.
US advertisers will spend almost $7 billion this year on connected TV ads. Connected TV is growing rapidly as advertisers look to target audiences watching long-form, premium digital content on their living room screens.
eMarketer principal analyst Karin von Abrams and GlobalWebIndex (GWI) chief research officer Jason Mander discuss eMarketer’s ninth annual Global Media Intelligence report, a comprehensive review of traditional and digital media usage in 41 countries, based on GWI data. Focus areas include the growth of digital video, the shifting device landscape and the latest on voice assistants and smart-home devices.
Getty Images CMO Gene Foca joins eMarketer executive editor Rimma Kats to discuss why companies shouldn’t chase after the latest “must have” tools and why you shouldn’t overspend on a marketing stack.
Amazon will earn almost $10 billion in US net of more than 33% over 2018. This represents a downward revision to our previous forecast due to slower-than-expected growth in H1 2019. Earlier this year, we expected Amazon’s ad business to grow by 53% to $11.33 billion.
For our recent report on digital video in the UK, Graeme Hutcheson, director of advanced advertising strategy at Sky Media, the company’s advertising sales arm, outlined how the firm is dealing with changing consumption habits of its UK subscriber base and how it’s altering its advertising proposition as a result.
There’s no qualifying checklist for a marketer to become a CMO, but most will tell you that the pathway to the helm of a marketing department involves a mix of expertise, diversity of experience and a willingness to learn.
eMarketer forecasting analyst Eric Haggstrom examines our first-ever ad spend estimates for US connected TV.
eMarketer principal analysts Nicole Perrin and Jillian Ryan explain how email is changing in usage, measurement and personalization. They also discuss Netflix Q3 earnings, how companies struggle to top Google's search results and what matters to consumers when buying a new smartphone.
Advertisers’ reasons for working with Amazon haven’t changed much this year—it’s the leading digital retailer and one of the most-visited web properties in the US. The ecommerce giant has vast amounts of data to use to target ads, and it can do so down to the very bottom of the purchase funnel. It can also measure the results in a closed loop because it’s processing the transactions.
eMarketer principal analysts Nicole Perrin and Andrew Lipsman explain how Amazon looks at advertising and how brands use the platform: What’s driving Amazon advertising, what are some blind spots, and are consumers still happy with the site’s ad experience? They also discuss the significance of a quality vs. personalized ad environment, Americans’ attitudes on Twitter’s recent political ads ban and whether we’re on the precipice of a retail jobs crisis.
The Weekly Listen: The Ad Industry’s Problem, Google Buys Fitbit, Video Streaming Marketing Strategies Nov 8
eMarketer principal analysts Nicole Perrin and Yory Wurmser join vice president of content studio Paul Verna to chat about whether the ad industry has a fundamental problem, a possible solution for the struggling newspaper business, marketing strategies of the latest video streaming platforms, how to make parts of your car invisible and more.
eMarketer junior forecasting analyst Nazmul Islam explores our recently adjusted ad spending figures for YouTube, including how the platform has weathered brand-safety concerns.
While the lure of retail media is even stronger than it seems, retailers grapple with whether it’s a viable opportunity or a shiny new object to chase.
As some traditional brands and retailers flounder, a host of direct-to-consumer (D2C) brands have risen to capture US shoppers’ imagination—and an increasing share of their wallets. Many of these challenger brands haven’t yet leaned into holiday marketing like their established counterparts. But with continued business momentum, the ability to make marketing investments and expanded physical presences, this year should see additional emphasis.
In recent years, the digital advertising and media industries have had to reckon with changes to how they can use customer data. The EU's General Data Protection Regulation (GDPR) set standards for how companies can use personal data, and the California Consumer Privacy Act (CCPA) will follow suit starting in 2020. Industry-led changes like Safari’s Intelligent Tracking Prevention (ITP) and similar browser updates have also restricted what marketers and media companies can do.
Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.
Consumers’ use and acceptance of biometric technology—especially facial recognition—varies widely, depending on which part of the world you’re in.
eMarketer, in collaboration with Starcom Worldwide and GlobalWebIndex, released its annual Global Media Intelligence Report on key digital trends worldwide this week.