Advertising & Marketing

Nell Shapiro, CEO and founder of Kibou, shares how she reimagined the diaper bag brand’s go-to market strategy by leaning into Facebook Groups, Pinterest, and virtual touchpoints to build brand awareness and reach its target demographic. Watch Industry Voices, a conversation between Nell and Marissa Coslov, vice president of business development at Insider Intelligence, in celebration of Women’s History Month.

Brands encouraging vaccinations is seen as a positive: New data shows that the expectation for brands to wade into the conversation when it comes to sociopolitical issues extends to vaccines, too—most US adults said they support brands that offer such input.

The Washington Post’s international breaking news push: The publisher expanding its international news coverage could draw in new advertisers if it diversifies and scales audiences in non-US local markets.

For shoe retailer DSW, TikTok is a place to test, learn, and have fun. In this excerpt from our new report, "Marketing in the Short-Video Landscape," Maria Wollenburg, DSW’s manager of social media and content, shares what the company has done on the social platform and what was learned in the eight months since launching its first TikTok paid ad campaign.

On today's episode, we discuss Clubhouse's content and competitors, how the pandemic changed social media, the future of social networking, the potential of Instagram Lite, Facebook launching a kids' version of Instagram, some eerily accurate predictions about 2021 from 100 years ago, and more. Tune in to the discussion with eMarketer principal analysts Jeremy Goldman and Debra Aho Williamson, and forecasting analyst at Insider Intelligence Peter Vahle.

Tech CEOs back in Washington: The heads of Google, Facebook, and Twitter appeared before Congress to discuss misinformation and potential changes to Section 230, with a reform bill likely passing this year.

GDPR delays FLoC rollout in the EU: Chrome’s alternative to third-party tracking of individuals will be delayed in the EU as regulators question its adherence to specific consent requirements.

Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.

Verizon sees opportunity in more subscriptions: Verizon Media is realigning its various media properties around the Yahoo brand and plans to introduce multiple new subscription offerings in a bid to reduce its reliance on digital advertising.

We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.

Roku to launch in-house branded content: The streaming-first branded ad studio is Roku’s latest move to ramp up its advertising segment as marketer interest in CTV booms.

China will have 983.7 million internet users this year, thanks to an unexpected 8.6% boost in 2020, the fastest expansion its online population has seen since 2012. We previously forecast that it would take several more years for China’s internet users to hit the magical 1-billion mark, but we now project this unprecedented milestone will come by the end of next year.

On today's episode, we look at how awards shows are doing and hand out some pretend awards of our own: "Must-Pay-Attention-To Video Streaming Platform," "Traditional Media Dark Horse," "Standout Brand/Company/Advertiser of the Year," and more. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Jeremy Goldman, Nicole Perrin, Jillian Ryan, and Debra Aho Williamson.

On today's episode, we discuss representation in advertising: What does it mean to ban the concept of "normal," how are some advertisers pivoting toward realism, and how are demographic groups being portrayed in ads? Tune in to listen to the discussion as eMarketer senior analyst Bill Fisher hosts senior analyst Jasmine Enberg, research director Matteo Ceurvels, and senior researcher at Insider Intelligence Man-Chung Cheung.

TikTok gives brands even more resources: The platform rolled out two key features that help businesses better engage with consumers and understand what performs well on the app.

Kidstagram is coming: Instagram’s new, 13-and-under app will help protect kids—and protect the company from legal peril. It could also be a way for the app to attract younger users, especially since it’s losing ground to TikTok and Snapchat among Gen Zers and younger.