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Coverage of a Digital World

Recent Reports

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.

Recently Published eMarketer Reports

Report Titles

Month Published

Digital Video Advertising Best Practices 2018: Connecting the Dots Across Screens and Formats

February 2018

As the digital video industry grows in size and complexity, recommended best practices span a wide range of media types, ad formats, purchasing methods, devices and content platforms.

General Data Protection Regulation (GDPR): What Companies Need to Know Now

February 2018

In May 2018, all multinational marketers will have to comply with the EU’s General Data Protection Regulation (GDPR), which governs consumer data collection, storage and usage practices. Many are still unsure what they need to do to get ready.

US Affluents 2018: Examining the Foundations of Their Consumer Behavior

February 2018

Most US affluents are upper-middle class, not super rich, and bear little resemblance to the old fat-cat, top-hat caricatures. They spend carefully, often because they don’t feel solvent enough to do otherwise. Traditional trappings of luxury have limited appeal for them.

Influencer Marketing 2018: Why Disclosure Is a Must—and How Branded Content Tools Fit In

February 2018

Disclosure is a tricky topic in influencer marketing, but it’s absolutely necessary to reveal when brands and influencers are working together. Here’s how to do it right.

Global Proximity Mobile Payment Users: eMarketer's Estimates for 2016–2021

February 2018

This report analyzes eMarketer’s first-ever forecast for global proximity mobile payment users, including breakouts by region and country.

Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View

February 2018

For a customer-centric view to work, marketers need to account for all touchpoints in the customer journey—not just those they track themselves. This report looks at select nonmarketing touchpoints companies must consider to approach true holistic attribution.

Global Digital Video Viewers: eMarketer's Estimates and Forecast for 2016–2021, with YouTube and Mobile Video Numbers

February 2018

Approximately 2.38 billion people worldwide will watch digital videos in 2018. Among those viewers, 1.87 billion will use a mobile phone to watch video and 1.58 billion will consume video via YouTube.

The Brand Safety Dilemma: Looking Beyond Scale and Efficiency to Quality, Context and Common Sense

February 2018

The past 18 months have been full of brand safety controversies, and marketers have woken up to the need to pay more attention to—and exercise control over—the digital environments their brands are appearing in.

B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement

February 2018

As usage rates for B2B content marketing near saturation, marketers must refine their programs with innovative content that works across channels and emphasize revenue measurement in order to find success.

UK Key Digital Trends for 2018: Mobile Is Everywhere, but It Isn't Everything

February 2018

This report covers the key digital trends that will impact the UK in 2018. Mobile’s influence will continue to be significant, as well as growing calls for transparency—for both consumers and industry players.

Programmatic Advertising in France: Commitment and Innovation Fuel Continued Double-Digit Growth

January 2018

eMarketer’s updated estimates for programmatic ad spending in France reveal a rapidly maturing market. In 2018, 78.5% of all outlays on digital display ads will be programmatic; that share will climb to 81.5% in 2019.

Mobile Measurement and Targeting: Eight Challenges Advertisers Face

January 2018

Despite mobile advertising’s explosive growth, advertisers remain concerned about measurement and targeting in such an environment. This report looks at eight major challenges they face.

Worldwide Retail and Ecommerce Sales: eMarketer's Updated Forecast and New Mcommerce Estimates for 2016—2021

January 2018

eMarketer estimates that retail ecommerce sales totaled $2.304 trillion worldwide in 2017, of which mcommerce accounted for 58.9%. By 2021, mcommerce will represent 72.9% of ecommerce sales.

Ecommerce in Canada 2018: eMarketer's Latest Forecast, with a Focus on Grocery

January 2018

As more consumers embrace online shopping, Canada’s grocery sector is poised to capitalize.

Programmatic Advertising in Germany: Greater Confidence and Spending Herald a Mature Marketplace

January 2018

Germany’s programmatic market continues to gain momentum. Automated buying and selling of display ads in the country will account for an estimated €1.44 billion ($1.59 billion) in spending in 2018—nearly 30% more than in 2017.

Grocery Digital Marketing: Using Ecommerce to Shape Brand Messages

January 2018

Consumers’ increasing use of digital platforms for grocery shopping is improving brands’ understanding of consumer behavior, leading to better ad personalization.

Programmatic Advertising in China: eMarketer's Updated Forecast and Estimates

January 2018

In 2017, programmatic ad spending in China totaled $16.69 billion (RMB110.90 billion), up 48.6% over 2016. Programmatic ad offerings from Baidu, Alibaba and Tencent (BAT) will continue to drive spending.

Digital Security in the Age of New Tech: Best Practices for Marketers

January 2018

As marketers use more digital technology and big data to execute their campaigns, they open up their organizations to increased cybersecurity risk. While some incidents may be unavoidable, they must still take proactive steps to protect against hacks, data leaks and other risky situations.

Asia-Pacific Retail and Ecommerce Sales: eMarketer's Updated Estimates for 2017–2021

January 2018

Retail ecommerce sales in Asia-Pacific totaled $1.349 trillion in 2017, a 31.1% increase over 2016. Mcommerce activity in China drove growth, representing 67.4% of total ecommerce sales.

Time Spent with Media and Ad Spending in South Korea: eMarketer's Estimates and Forecast

January 2018

eMarketer estimates adults in South Korea averaged 7 hours, 4 minutes per day with media in 2017. Of that time, 3 hours, 25 minutes were spent with digital media.

Western Europe Digital Trends for 2018: GDPR, Harmonization, the On-Demand Economy and Voice

January 2018

In 2018, the EU’s General Data Protection Regulation will shake up digital advertising. Less prominently, ecommerce harmonization will proceed across the region, while consumer expectations will fuel wider use of on-demand services and voice assistants.

Western Europe Retail and Ecommerce Update: eMarketer's Estimates and Forecast for 2016–2021

January 2018

This report analyzes eMarketer’s forecast for total retail and retail ecommerce sales in Western Europe, including our first-ever estimates for retail mcommerce sales in the region.

Worldwide Social Network Users Update: eMarketer's Estimates and Forecast for 2016–2021, with a Focus on Instagram

January 2018

Nearly 2.5 billion people worldwide used a social network regularly in 2017. Of these social network users, 62.2% accessed Facebook and 24.0% used Instagram at least once a month.

Time Spent with Media and Ad Spending in Japan: eMarketer's Estimates and Forecast

January 2018

eMarketer estimates adults in Japan averaged 7 hours, 14 minutes per day with media in 2017. Of that time, at least 3 hours were spent with both TV and digital media.

US Social Trends for 2018: eMarketer's Predictions for the Year

January 2018

This year, 10% of all ad spending in the US will go to Facebook, and nearly three-quarters of US marketers will use Instagram. What else will happen in the fast-changing social media business? eMarketer predicts what’s in store in 2018.