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In addition to revealing the latest findings from thousands of research sources, our reports offer expert opinions, projections, key takeaways and case studies providing go-to insights for determining strategies and initiatives. eMarketer will publish over 200 reports this year on the most relevant topics. Take a look at our most recently published reports.
This package of reports examines the latest programmatic advertising developments in four areas: mobile, video, TV and native. Our programmatic ad spending forecast breaks down investment estimates by transaction type, format and device, showing likely trends over the next 24 months.
Advertisers see promise in using programmatic to bring automation, audience data and ad creative capabilities to native advertising, which until recently has been mainly known for its lack of standardization. It is still early days for native programmatic, but one ad type—in-feed ads—will expand quickly.
Programmatic advertising’s migration to the “first screen” is just beginning, with only a suggestion of its full possibilities. For most stakeholders, the real value of programmatic is the ability to use greater audience data insights to nab addressable TV ads and improve the planning of linear TV ad buys.
Advertisers are keen on programmatic for video advertising, yet programmatic ad dollars will account for only 39% of total US video ad spending this year. Better ad quality and a wider embrace of a “video everywhere” mentality are expected to unlock additional dollars in the next several years.
By 2017, mobile programmatic advertising will account for $20.45 billion, or 78.0% of all US mobile display ad spending. Drivers of growth include greater brand adoption, contributions from players like Facebook and Google, and improvements to cross-device technologies.
Programmatic buying is on track to make up 59.0% of the total US digital display advertising pie this year, or $15.43 billion. That’s up over $5 billion from 2014, when it accounted for $10.32 billion.
With the aim of providing a richer toolset for planning and budgeting, eMarketer has expanded the scope of its time spent with media estimates. Previous estimates only went as far as the current year. In this new forecast package, estimates are extended two years, through 2017.
In Q3 2015, US digital video ad spending continued to grow, as did the amount of time spent on content, in particular via YouTube, Netflix and Amazon, as well as other ad-supported and subscription-based streaming platforms.
Paid media ad spending worldwide will rise 5.7% to reach $569.65 billion in 2015. Spending on digital formats—which include ad placements on desktop/laptop, mobile and other internet-connected devices—will make up nearly 30% of the total, with mobile ad expenditures accounting for over 42% of that figure.
Along with search, email marketing remains one of the most tried-and-true tactics for retailers. Growing mobile usage among consumers, as well as the ability to better segment or personalize messages, are creating new possibilities for gradually improving its effectiveness.
Ecommerce continues to extend its reach in China despite the country’s recent financial instability. Continued expansion of internet access into rural areas, primarily via smartphones, and greater mobile commerce are expected to fuel further ecommerce expansion over the next several years.
US paid media ad spending will reach $183.64 billion in 2015. Digital will continue to be the fastest-growing ad format, propelled by mobile. Mobile ad investments will total $30.45 billion by the end of 2015, overtaking desktop spending by $2.78 billion and print media spending by $1.42 billion.
As ever, the media habits of consumers around the world—and advertisers’ efforts to reach them—are evolving in the context of larger social, economic and political trends. This landscape is challenging and perplexing, but also full of opportunity.
Many parts of the Middle East and Africa (MEA) suffered setbacks in the past year, as civil unrest, escalating violence, political instability and medical crises afflicted the region.
It’s no secret that when North America sneezes, economically speaking, the rest of the world is pretty certain to catch a cold. In April 2015, the “World Economic Outlook” issued by the International Monetary Fund (IMF) described North America’s economic growth as “solid,” but updated forecasts in July noted that regional performance was disappointing in Q1 2015, leading to lower global growth as well.
Asia-Pacific will retain its title as the fastest-growing economic region in the world over the next few years, according to the International Monetary Fund (IMF), aided by strong consumption and the declining price of oil. However, the economies in the region face potential perils, including the collapse of the eurozone and a strong dollar, both of which would depress demand for exports. Still, in its “Regional Economic Outlook” report published in April 2015, the IMF predicted that economic growth in Asia-Pacific would remain steady, at 5.6% in 2015 and 5.5% in 2016.
Last year, many eyes were on Central and Eastern Europe, and specifically Ukraine, where long and bitter protests forced the ouster of pro-Russian President Viktor Yanukovych and revived simmering East-West conflicts. A shotgun referendum in the province of Crimea—which belonged to Russia for many years—gave Russia’s president Vladimir Putin an excuse to annex the area, in defiance of international law. In response, the US and the EU imposed asset freezes and travel bans on more than 100 individuals in Russia and Ukraine and initiated wide-ranging economic sanctions on Russia itself; these provisions were extended in June 2015.
In early 2015, most of Western Europe finally seemed to be emerging from the painful economic downturn that began in 2008, but that recovery was “fragile,” according to the International Monetary Fund (IMF). The IMF perceived signs of “a pickup and some positive momentum in the euro area, reflecting lower
oil prices and supportive financial conditions, but risks of prolonged low growth and low inflation remain.”
In 2014, GDP growth in Latin America and the Caribbean fell back for the fourth consecutive year to just 1.3%, according to the International Monetary Fund (IMF), and a further decline is expected for 2015. Numerous factors have contributed to the slowdown, especially in South America (Central America has proved more resilient, helped partly by its proximity to the US). Several nations in the region depend heavily on processing and export of raw materials such as oil, copper, gold and other minerals to bring in revenues, and demand for these has fallen, especially in China.
Although smaller than the millennial and baby boomer cohorts, Generation X is big in absolute terms. Despite tough finances, Gen X has the highest average spending per US household—which gives marketers good reason to get up to speed on this generation’s shopping behavior.
Mobile marketing and media are making significant contributions toward business goals, sometimes more so than traditional channels. Read how marketers are overcoming common attribution hurdles to quantify mobile’s value as part of the total marketing mix.
Programmatic trading will account for over half of all digital display ad spending in the UK in 2015. Programmatic direct deals have played a bigger role in the UK market than open exchanges to date, but private marketplaces represent growing middle ground.
The 2015 holiday season is expected to be a good one, both for ecommerce and for US retail sales overall. This report looks at eMarketer’s retail sales forecast for the holiday season and identifies specific trends that will influence ecommerce this year and in the near future.
US millennials are enthusiastic digital video viewers, but their unique habits and shifting screen choices often make it difficult for advertisers to understand them. What do marketers need to know to reach this demographic effectively?
Search has long led digital advertising investments in Canada when it comes to desktop. Now it’s mobile search’s turn, especially for local marketers, who can use targeted tools to reach highly goal-oriented consumers more easily than ever before.
Despite an increasingly crowded field of competitors, YouTube hasn’t stopped delivering strong financial results and robust numbers of engaged users. Looking forward, the platform is unlikely to lose its spot as an essential element of branded content and advertising campaigns.
The worldwide social network audience will surpass the 2 billion mark in 2015. More than 28% of people worldwide will use a social network regularly this year, with nearly 82% of this group utilizing a mobile phone to access these platforms.
In 2015, 43.0% of the worldwide population will use the internet regularly, with 32.2% going online via mobile phone. The growing mobile internet user base will drive overall internet adoption, especially in emerging markets.
While the impact on publishers to date has been mixed, consumer use of ad blockers is growing. If a significant portion of the digital audience ends up using them, a major disruption to the existing publishing model is possible. The ultimate result of this trend is in the hands of digital heavyweights like Google, which must balance the risk of losing ad revenue to blockers against the danger of angering users.
Email continues to prove a strong method for messaging customers, yet performance metrics such as clickthrough rate and open rate may be on the decline. To stay relevant and effective, email efforts need to be integrated into a more mobile-friendly cross-channel strategy.
Despite little large-scale success with beacons so far, retail marketers continue to show interest in them for their geotargeting capabilities, and new developments may hold promise for the most hopeful among them. Consumers, however, have yet to show any real enthusiasm for the technology.