The device on which a digital video ad is viewed—not mood, location or content genre—matters the most when it comes to grabbing a viewer's eye, and smartphones are the best at this, beating out tablets and PCs for audience attention. These higher attention rates are proving to boost viewer purchase intent.
Marketers say having a senior management team committed to understanding the customer as well as functional alignment and support of a customer experience strategy are the most important attributes of customer centricity. However, few say their core teams are strongly aligned, and more than one-third don't even have a customer experience strategy to focus on.
Snapchat ran its first advertisement this past weekend. Usage of the disappearing photo-sharing app is still relatively low in the US, according to research, and those who do use it are overwhelmingly likely to be teens.
Android is the leading smartphone operating system in Finland, but Windows Phone trails right behind. In terms of brand, Nokia Lumia leads the pack—but once again, not by much, as Samsung grabs just a slightly smaller share of smartphone users.
YouTube's unmatched range of content means marketers can find nearly every interest group and demographic among the site's visitors. The top content creators on YouTube have their own channels, and that structure gives marketers a distinct focus for ad placement. According to a new eMarketer report, the value of these specific content creators and their channels is their ability to give marketers a worthy mix of context and audience.
Consumers are still most likely to go to a branch to conduct banking activities, but when it comes to frequency, online banking wins in weekly usage—by a long shot. Even mobile banking—not nearly as popular as online or physical, likely a result of security concerns—tops the branch in weekly usage.
As Netflix expands in Europe, avid consumers are watching more video than ever before, boosting associated revenues to new highs. Most of the revenue growth in Europe will be associated with online subscription video-on-demand and ad-supported video.
Over one-quarter of digital buyers in Australia have made a cross-border purchase. Men are more likely than women to have done so. And while the youngest online buyers are especially fond of purchasing from abroad, even older shoppers show impressive levels of cross-border buying.
For as long as social media marketing has been around, marketers have struggled with how to determine return on investment. According to a new eMarketer report, in 2015, marketers will finally start to realize that the answers to measuring social media success will come from internal metrics, rather than external.
Discover launched a Google Glass app earlier this year to let cardholders access basic account-related information. Mike Boush, chief digital officer at Discover, tells eMarketer that the credit card company wants to learn as much as it can about wearables as the trend gathers steam.
Across mobile and desktop, paid search campaign clickthrough rates are highest for first-position ads—and this is especially prominent on smartphones. In all, search ads in the first position on smartphones account for close to 40% of clickthroughs.
Consumers in France are well aware of contactless payment cards, and nearly half who know about the payment method actually use it. Contactless payments' speediness could help drive usage, as the country's consumers say saving time is the top advantage to completing a transaction this way.
Within the digital ad space in Mexico, mobile is the fastest-growing sector as marketers seek to keep up with a fast-growing smartphone user base. However, it's still early days for the channel.
According to new eMarketer estimates, US programmatic digital display ad spend will grow 137.1% to eclipse $10 billion this year, or 45.0% of the digital display ad market. Significant growth will come from programmatic direct, expected to reach $8.57 billion in spending by 2016, or 42.0% of the US programmatic market—up from 8.0% this year.
The number of iPad users in the US grew nearly 30% in 2013, but this will drop to just 5.7% this year—and continue falling through 2018, eMarketer estimates. Less than one-quarter of the US population and just over three in 10 internet users will use an iPad in 2014—shares that will remain steady throughout our forecast period. Overall, there will be 147.1 million tablet users in the country this year.
Mobile is now part of National Football League (NFL) fans' game day routines. Of the 71% of NFL fans who engage with their mobile devices on game days, more than half do so five or more times. What are they doing when their attention is on the smaller screen? Sending texts and logging on to social media are the two most common activities.
This year, UK adult consumers will spend an average of 9 hours, 6 minutes daily consuming major media, according to new eMarketer estimates. The amount of time UK consumers spend with digital media has grown rapidly over the past four years and will total 4 hours, 5 minutes per day in 2014. Continued smartphone and tablet adoption has boosted time spent with activities across mobile devices, which will grow 34.8% this year.
Advertisers in South Korea will devote nearly 40% of digital ad dollars to mobile in 2014, eMarketer estimates. While South Korea trailed the US and Japan by this metric last year, it has pulled into the lead this year. The US is close behind—for now. Next year, South Korea is expected to widen the gap slightly, and will maintain leadership by this metric through the end of our forecast period.
French speakers in Canada are less likely to use mobile devices than their English-speaking counterparts. This is especially true on smartphones, with English speakers 34.7% more likely than francophones to own such a device. But when it comes to smartphone activities, language doesn't play a huge role; texting, accessing the internet and checking email are the top use cases.
4G networks are well developed in only a handful of markets, but one thing seems certain: When consumers on mobile devices are given access to faster networks, they use more data. According to a new eMarketer report, widespread 4G will likely have the greatest effect on mobile video consumption, which has already become a standard element of mobile behavior in well-developed mobile markets.
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