Advertising & Marketing


Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

eMarketer principal analyst Yory Wurmser discusses one thing that summed up 2019 for him and some of his predictions for 2020, focusing on the promise of 5G.

We couldn’t have been more correct in late 2018 when we predicted that privacy concerns would snowball in 2019, creating greater challenges for digital marketers with regard to audience identification, targeting and tracking.

For brands and retailers in some categories, Amazon is a significant channel for ecommerce sales. And that often means paying for prime placement on Amazon properties, including in search results. We estimate Amazon will have earned 72% of its $9.85 billion in net US digital ad revenues from search ads in 2019.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about Uber testing ad displays for its cars, YouTube attempting to invite more edgier advertising, Netflix making deals to extend its reach, Plex launching a free, ad-supported streaming service, Americans tell us their favorite Thanksgiving pie flavor, and more.

After not seeing enough healthy pet food products in the market, Jonathan Regev and Brett Podolsky, co-founders of The Farmer’s Dog, set out to shake up the pet food industry with healthier homemade food designed specifically for different breeds, ages and sensitivities. We recently spoke with Regev, CEO of The Farmer's Dog, about the company’s current customer acquisition strategy and the role trial discounts play in acquiring new customers.

Amazon’s ad business is booming, and more advertisers are spending—and spending more—on the platform. That means both prices and competition for ad slots are high.

eMarketer principal analysts Mark Dolliver and Nicole Perrin join vice president of content studio Paul Verna to talk about whether the internet is broken, HBO's Max's strategy, NBCUniversal centralizing ads, the revival of a classic device and more.

eMarketer forecasting analyst Eric Haggstrom, vice president of content studio Paul Verna and vice president of forecasting Monica Peart talk about the peaking of US TV ad spending. Why has it stopped growing, how does cord-cutting contribute, and what makes video streaming services attractive? They then discuss the performance of Disney+ in its first week and Facebook's new peer-to-peer service Facebook Pay.

eMarketer principal analyst Nicole Perrin discusses one thing that summed up 2019 for her and some of her predictions for 2020, focusing on the measurability of digital advertising.

Marketers have embraced location data for several reasons. It can help personalize experiences for customers, better isolate customer paths to purchase, create better customer segments, and identify opportune moments to target potential clients. But new restrictions on collecting location data will make it more costly for advertisers in 2020.

While our 2019 prediction of digital’s influence on the reinvention of brick-and-mortar has materialized, it may have also undersold Amazon’s omnipresence in the space. The 800-pound gorilla of retail will continue to cast a wide shadow.

Marketing simply isn’t what it used to be. From big data, AI, GDPR and agile workflows—it’s a lot to keep in check. If you want to compete in today's digital landscape, you need to make your customers happy. Constantly. Join Michael Trapani, director of marketing at Acoustic, for eMarketer One-on-One, a new short-form video interview program. Michael sits down with us at our New York studio to discuss Acoustic’s findings from their recent marketing trends report and shares several developing benchmarks to improve your business outlook and stay competitive.

eMarketer vice president of content studio Paul Verna discusses how another Disney is being created. He then talks about why Facebook is helping users take their photos and videos with them, why emotionless TV ads aren't thinking long term and why there was a flurry of political ads on Facebook over Thanksgiving weekend.

Andy Prochazka, co-founder and CMO of Canadian online furniture retailer Article, joins us to discuss the ins and outs of selling high-end sofas, chairs and dining room sets directly to consumers.

Jascha Kaykas-Wolff, CMO of Mozilla, thinks some marketers struggle with communicating priorities to the rest of their organization, which is why he’s a fan of Agile marketing.

eMarketer principal analyst Mark Dolliver and junior analyst Lucy Koch discuss how teens are using the Internet. Where are they spending their time? And how is that time spent online affecting their well-being? Mark and Lucy then talk about what younger sports fans are craving and the demographic that feels ignored by beauty brands.

Next year, the average US adult will spend more time listening to digital audio—whether that’s streaming radio or podcasts—than traditional radio, according to our estimates. As adoption continues to grow, so does advertiser investment.

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.