Advertising & Marketing


Ad blocking and avoidance have their most immediate effects on publishers that miss out on ad revenues they would otherwise have received from serving content to ad blocking users. Ad avoidance is just one of the reasons the average non-walled-garden publisher is struggling with ad-based monetization, and alternative revenue strategies have been gaining importance in recent years.

Consumers are often creatures of habit. They know the products and the brands they like—and getting them to try something entirely new can be a challenge.

In his two years in the role, Dunkin' Brands’ CMO Tony Weisman has led the company through a rebrand, updating Dunkin’s image to reflect its growing beverage priorities; expanded brand partnerships, working with companies that may not seem obvious for a business focused on drinks and donuts; and become laser-focused on user-generated content (UGC).

eMarketer principal analysts Lauren Fisher and Nicole Perrin discuss Google’s recent study about how turning off third-party cookies affects publisher revenues: What did Google find? How valid is the research? How does it compare with previous studies? Then, they talk about an ad fraud lawsuit between Fetch and Uber, Amazon developing clean room data technology and how marketers try to target shoppers within different channels.

eMarketer sales executive Michael Bruckenthal, midmarket account manager Brandon Galindo and vice president of content studio—and author of our recent report, “Esports 2019: eMarketer’s Forecast for US Audience, US Ad Revenue Growth”—Paul Verna discuss the burgeoning world of esports. They chat about how different stakeholders are investing in this space, who’s watching, how large are the prize pools and audiences compared with traditional sports and marketing opportunities for advertisers.

eMarketer principal analysts Nicole Perrin and Andrew Lipsman discuss the viability of Peloton’s business model, the implications of unsafe products being sold on Amazon, and whether consumers really care about brand activism.

eMarketer forecasting analyst Eric Haggstrom shares our latest internet usage estimates for Italy, including projections for 2022.

eMarketer principal analysts Nicole Perrin and Mark Dolliver join vice president of content studio Paul Verna to discuss why Uber and Lyft drivers might become employees, a landmark facial recognition ruling in the UK, whether Americans prefer ground coffee, K-Cups or whole coffee beans, and more.

eMarketer principal analyst Nicole Perrin discusses the EU’s recent ruling on the Google ‘Right to Be Forgotten’ case, the impact of culturally relevant ads, Kik Messenger shutting down and more.

Retailers rely on a variety of marketing channels to engage customers. But identifying the most effective channels is a process, which requires establishing clear objectives and key performance indicators.

Creating an alluring social media presence is a tried-and-true strategy for direct-to-consumer (D2C) brands. Not only is social media a cost-effective way to reach consumers, but shoppers are more likely to research a D2C brand by looking at its social content.

Marc Pritchard, chief brand officer of Procter & Gamble, offered a startling prediction at the 2019 Consumer Electronics Show: "I would say that the days of advertising as we know it today are numbered. We need to start thinking about a world with no ads."

eMarketer principal analysts Mark Dolliver, Andrew Lipsman and Nicole Perrin discuss Apple’s new products and services, the new Google investigation, whether privacy is dead, podcast advertising and more.

As we’ve covered, ad blocking in the US and many parts of western Europe are here to stay. Whether it’s over privacy concerns or the general annoyance over ads ruining user experience, many internet users are not happy with ad loads when they browse the web.

There are about four months before the California Consumer Privacy Act (CCPA) compliance deadline kicks in, and according to July 2019 research from consent solutions provider PossibleNow, only 8% of US businesses said they are prepared. The majority reported still being in the preparation process; however, only a third expected to be able to meet the January 1, 2020, deadline.

eMarketer principal analyst Nicole Perrin explains how consumers feel about ads why they feel that way: What ads do they least like? Which ones are they most receptive to? How should advertisers respond? Then, principal analyst Debra Aho Williamson talks about the US launch of Facebook’s dating service, how young people feel about ‘likes’ and the impact of the social platform’s latest data breach.

Video-sharing app TikTok was the darling of VidCon this year. The media latched onto its low-fi approach of seeding creators all over the conference, where fans could easily interact with them. By contrast, YouTube creators were often cordoned off into formal presentations and meet-and-greets.

In yet another sign that online reviews can make or break the path to purchase, June 2019 research from Trustpilot found that consumers would lose trust in a brand not only if they saw negative reviews—but also if the brand went one step further and deleted them.