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Archive for January, 2013

eMarketer Sees Record Growth in Companies Demanding Companywide Information Deals

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NEW YORK, NY (January 7, 2013)—The number of companies that have signed agreements to provide eMarketer corporate subscription seats companywide has grown at record pace in 2012 as more businesses look to adapt to the rapid pace of change in the digital marketplace.

Sixty-four companies signed enterprise agreements in the last 60 days to provide eMarketer’s insights on digital marketing, media and commerce to all employees inside their respective organizations. That’s in addition to more than a dozen companies that renewed or expanded previously held enterprise agreements.

The total number of companies with enterprise-level corporate subscriptions to eMarketer has more than quadrupled in the past year.

According to eMarketer president Lisa Church, the growth in large-scale agreements signals a fundamental shift in how organizations distribute information internally to “educate employees, speed decision-making and drive revenue.”

“The complexity and speed of change in the marketplace today has forced companies to empower more employees than ever before with the information they need to stay up to speed,” said Church. “Our clients have demanded that all employees be able to access eMarketer’s insights so they’re able to get a clear and contextualized understanding of all the research floating around about the complex digital marketplace.”

The growing body of businesses distributing eMarketer insights company- or division-wide includes some of the largest global companies in the consumer packaged goods, internet media, financial services, food and beverage, media and entertainment, publishing, retail, technology and telecommunications sectors, as well as advertising and media-buying agencies that support clients in all verticals.

“They feel it’s the only way to develop intellectual capital quickly enough to adapt, drive revenue and capture market share in today’s fast-changing world,” added Church. “Our clients have said that relying on a small, siloed group to supply information to a large, multinational organization about something as complex and fast-changing as digital is risky, especially with—in some cases—billions of dollars at stake.”

About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:

Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on January 7, 2013.    

eMarketer: UK Tops World in Mobile Ad Spending per User

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FOR IMMEDIATE RELEASE

US comes in third for mobile ad spending per user, says eMarketer analysis of information from more than 500 data sets on global ad spending

NEW YORK, NY (January 7, 2013)—Advertisers spent more money to reach individual mobile internet users in the UK than any other country in the world last year, according to new estimates by eMarketer. By this metric, the UK topped the larger US mobile advertising market, as well as Japan and Scandinavian countries.

Advertisers spent $36.35 per mobile internet user in the UK in 2012, higher than any other market worldwide. Norway came in a close second, at $35.71 per person. The US has the third-highest spending per mobile internet user in the world; advertisers in the country spent an average of $31.50 to reach each one. Japan, which is the world’s second-largest mobile advertising market in terms of absolute dollars, saw advertisers spend $26.23 per mobile internet user, putting it behind Denmark and in fifth place.

For total media ad spending per person, Norway took the top spot, above the US, Japan, China and the UK. Marketers spent $614.99 per person on advertising in Norway last year, eMarketer estimates. In the UK, advertisers spent an estimated $380.17 per person, lower than the $524.75 spent per person in the US, but higher than larger ad markets like Japan and China.

Advertisers similarly spent more money targeting internet users in Norway than any other country, as digital ad spending per internet user in the country reached $250.21 per person this year. The UK tops the US in digital ad spending per user, according to eMarketer. Marketers spent $187.96 on digital ads per web user in the UK this year, compared to $155.15 in the US.

eMarketer is relatively distinct in its methodology for global ad spending. The company forms its forecasts analysis of various elements related to ad spending—including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, investment banks and other forecasters, and consumer media consumption trends—at a country and regional level before building its worldwide model.

In this case, eMarketer analyzed more than 500 data sets from over four dozen companies that track ad spending, looking at more than 29 countries and six major regions worldwide, to form its forecast.

Definitions and notes:

The mobile spending figures represent mobile internet ad spending, and exclude SMS, MMS and P2P messaging. Mobile search ad spending includes advertising on search engines, search applications and carrier portals. Mobile display ad spending includes banners, rich media and video on WAP sites, mobile HTML sites and embedded in-application/in-game advertising. eMarketer benchmarks its Canada mobile ad spending projections against the IAB Canada data for which the last full year measured was 2010 and its UK mobile ad spending projections against the IAB UK/PwC data for which the last full year measured was 2011.

eMarketer benchmarks its Finland digital ad spending projections against the IAB Finland for which the last full year measured was 2011. eMarketer benchmarks its Netherlands digital ad spending projections against the IAB Netherlands for which the last full year measured was 2011. eMarketer benchmarks its Norway digital ad spending projections against IRM Norway for which the last full year measured was 2011. eMarketer benchmarks its Spain digital ad spending projections against the IAB Spain for which the last full year measured was 2011. eMarketer benchmarks its Canada digital ad spending projections against the IAB Canada data for which the last full year measured was 2010. For eMarketer’s US digital ad spending projections, data through 2011 is derived from IAB/PwC data.eMarketer benchmarks its UK digital ad spending projections against the IAB UK/PwC/Warc data for which the last full year measured was 2011.

About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:

Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on January 7, 2013.    

What Role Do Brand Sites Play in the Content Marketing Landscape?

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New York, NY (January 7, 2013) – Brands are spending more time—and money—engaging with consumers outside of their brand sites on the likes of YouTube, Tumblr, Facebook and many other channels. As marketing efforts move to social networks and to content sites such as BuzzFeed, what happens to the brand’s dot-com?

A new eMarketer report, What’s a Brand Site For? Engaging Consumers Across Multiple Channels, answers this and other important questions about the role of brand sites in the content marketing landscape, including:

  • In an era of widespread social media, what is the purpose of the brand site? What does it do best?
  • Should content from social sites drive traffic to the brand site?
  • Or should brand sites drive traffic to social sites?
  • If a brand’s social media site gets more traffic than its brand site, is it necessary to maintain a brand site?

Brand pages, although they are not very heavily trafficked as a rule, are still a primary resource for consumers seeking information about products and the companies that make them. An October study by nRelate found that 48% of online shoppers said they trusted content from brand websites. No other content type approached the trustworthiness of corporate sites, according to this survey—not even mainstream news sites.

In a separate survey of internet users in the US and Canada by marketing services firm Epsilon, the percentage of respondents who named company websites as a trustworthy source of information was much lower—just 20% of US internet users and only 16% of those in Canada—but those relatively low results were still higher than those for TV, radio or email.

Still, for most brands, traffic is unlikely to be very high. A joint study by Accenture, dunnhumbyUSA and comScore suggested as much. It showed that 64% of the top 25 CPG brands averaged less than 100,000 unique visitors per month to their brand websites. But ignoring this traffic could be costly. The study also found that, on average, visitors to CPG brand websites spent 37% more than non-visitors on those brands in retail stores.

So what role does the brand website play in a company’s overall content marketing strategy? Turns out, it’s a question of context. “We’re constantly trying to figure out what is the right content for which channel,” said Amanda Mahan, Clorox’s creative director for digital and content. “With Hidden Valley Ranch, recipes are the most popular content on our website. So, naturally, we thought we’d just put them on Facebook. It turns out they are the worst performing piece of content that we do there.”

“It’s a different mindset when [our fans] are on Facebook,” Mahan said. “When they come to social channels, they want to have fun and share. When they come to our website, they’re looking to solve a problem.”

About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:

Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on January 7, 2013.    

eMarketer in the News: December 2012

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The Wall Street Journal – U.S. Mobile-Ad Sales Expected to Nearly Triple This Year
December 17, 2012 – Advertisers are warming up to mobile advertising faster than expected, according to a new report released on Monday by eMarketer. Read more.

The Wall Street Journal – Americans Read More E-Books — But Maybe Not on E-Readers
December 27, 2012 – And a report from eMarketer suggests “2011 might prove to have been the high-water mark for ereaders. IHS iSuppli predicted continued declines, with worldwide shipments falling to just 7.1 million units by 2016.” Read more.

The Wall Street Journal – Facebook’s Wal-Mart Gambit
December 16, 2012 – “There are always going to be advertisers who want their own custom program. But realistically, a media company can’t customize for every single advertiser,” said Debra Williamson, an analyst at eMarketer. Read more.

The Wall Street Journal – UPS, FedEx Escalate Holiday Shipping War
December 13, 2012 – Online holiday sales are expected to increase about 16.8% this year versus last, according to eMarketer, compared to the 4.1% annual increase the National Retail Federation predicts this year for holiday retail sales. Read more.

The New York Times – Google Introduces a New Mobile Ad to Combat Fat Fingers
December 14, 2012 – Google has 55 percent market share in mobile ad revenue, and 95 percent for mobile search ads, according to eMarketer. But even though Google’s ad revenue continues to climb, the amount that advertisers pay for each click is falling, in part because there are more mobile ads that are worth less. Read more.

The New York Times – Facebook and Google Benefit From Mobile Ad Surge
December 17, 2012 – A research report by eMarketer found that advertisers’ spending on mobile ads grew much faster than previously estimated. This year, advertisers spent $4 billion on mobile ads in the United States, up from $1.45 billion last year. Investment firms and market researchers had thought this year’s mobile ad spending would be closer to $2 billion, according to eMarketer. Read more.

The New York Times – E-Reader Market Shrinks Faster Than Many Predicted
December 20, 2012 – Meanwhile, e-book readers are losing momentum. This year, worldwide shipments of e-book readers will fall to 14.9 million units from 23.2 million units last year — a 36 percent drop, according to estimates by IHS iSuppli. The research firm eMarketer noted these trends in a report published on Thursday. Read more.

Financial Times – Media: Dealing with Digital Darwinism
December 4, 2012 – Similar changes are happening in book publishing. Today, close to 20 per cent of the US adult population owns an ereader device, according to research firm eMarketer. This is continuing to rise and, by one estimate, ebooks will account for more than half of US publishing revenue by 2016. Read more.

Financial Times – Key Backing for Maker Online Studio
December 20, 2012 – While ad spending on online video is among the fastest growing categories in the advertising industry, it remains minuscule compared to traditional television. US ad spending on online video is expected to be $2.93bn in 2012 compared to the $64.54bn directed to television, according to research firm eMarketer. Read more.

Advertising Age – Yahoo Names Max Levchin Director as David Kenny and Brad Smith Exit Board
December 13, 2012 – As Yahoo’s fifth CEO in four years, Mayer is trying give the company credibility after management changes and lost advertising revenue, as users migrated to Google and Facebook. Yahoo’s share of display ads, including banners, will be 9.3% this year in the U.S., down from 11% last year, researcher eMarketer estimates. Read more.

Advertising Age – Facebook Predicted to Take in $339M in Mobile Ad Revenue This Year
December 17, 2012 – eMarketer has redone its mobile ad spending forecast and has some very good news for Facebook. The company is now projecting that Facebook will book $339.3 million in mobile ad revenue this year, $851.4 million in 2013, and $1.22 billion in 2014. Read more.

Reuters – Google, Facebook Drive Mobile Ad Market Growth: Report
December 17 2012 – Google Inc’s mobile ad revenue in the United States will be roughly $4 billion next year, while Facebook Inc’s nascent mobile advertising business will more than double, according to a new study by research firm eMarketer. Read more.

Reuters – Nielsen to Buy Arbitron, Forming TV, Radio Rating Giant
December 18, 2012 – Radio’s share of U.S. advertising spend is expected to decline to 9.3 percent this year from 9.6 percent in 2011, according to research firm eMarketer. Read more.

Marketplace – Are Mobile Ads Finally Bringing in the Bucks?
December 18, 2012 – “For many years, Facebook’s revenue came from ad products that were really designed for the desktop user,” eMarketer vice president Clark Fredrickson says. “Facebook developed an ad product that was seamless across devices.”

Read more.

Marketplace – Instagram Retreats from Policy Changes
December 21, 2012 – These reversals aren’t uncommon as tech companies tread new ground in trying to balance privacy concerns with the quest to make money, said Noah Elkin, an analyst at eMarketer. He adds, the reversals often come when users cry that the company has gone too far.

Read more.

Businessweek – Facebook Leads in U.S. Mobile-Dispay Ads, eMarketer Says
December 17, 2012 – Facebook Inc. (FB) will lead the mobile display-advertising market in the U.S. this year as total spending on ads for wireless devices rises almost threefold to more than $4 billion, eMarketer Inc. estimates. Read more.

Businessweek – Covering Tragedy: Newtown Tests Online News Policies
December 18, 2012 – This represents a tricky and growing challenge for news organizations. According to eMarketer, online video is the fastest growing category of Web ads; spending is expected to skyrocket from $2.93 billion in 2012 to $8.04 billion in 2016. Read more.

Bloomberg – Expedia Buying Stake in Travel Site Trivago for $628 Million
December 21, 2012 – Online-travel websites have been seeking revenue through acquisitions as more people book business trips and vacations on the Web. Internet travel sales may reach $151.9 billion by 2016 from $107.4 billion in 2011, according to eMarketer. Read more.

Bloomberg – Yahoo Names Max Levchin as Director as Kenny and Smith Exit
December 13, 2012 – Yahoo’s share of display ads, including banners, will be 9.3 percent this year in the U.S., down from 11 percent last year, researcher eMarketer estimates. Read more.

USA Today – Can a Troubled Zynga Reinvent Itself?
December 19, 2012 – “The problem they run into is Mark Pincus defines the problem as a data problem, and it’s a hit-driven business,” says eMarketer analyst Paul Verna. “I don’t think you can do that in a formulaic way.” Read more.

USA Today – Green Monday: Not Too Late for Free Shipping
December 10, 2012 – According to eMarketer, online holiday sales are forecast to climb 17% from last year. Almost $1 of every $10 of consumer discretionary spending is now online, ComScore says. Read more.

Agence France Presse – New Facebook, Twitter Ads Boost Mobile Revenues
December 17, 2012 – The eMarketer report said US mobile ad spending is growing more quickly than previously expected, helped by Facebook’s mobile newsfeed ads and Twitter’s Promoted Products. Read more.

Posted on January 4, 2013.    

eMarketer in the News: January 4, 2013

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The Wall Street Journal – Google Dodges Antitrust Hit
January 3, 2013 – Google handles more than two thirds of all Web searches in the U.S. and has captured around 75% of the lucrative search-advertising market, according to eMarketer and other research firms. Read more.

Financial Times – Kilar Quits as Hulu Chief Executive
January 4, 2013 – His departure comes at a pivotal point for the nascent online video sector. The US online video advertising market grew more than 46 per cent to $2.93bn last year, according to eMarketer, a research firm. Read more.

Advertising Age – FTC: Google Pushing Its Own Products in Search Results Is Fair Game
January 3, 2013 – Google grabbed almost 75% of the $17.58 billion U.S. search ad market in 2011, according to eMarketer. Google controls more than half of the U.S. mobile ad market, too, representing a nearly 57% share, according to eMarketer. Read more.

Advertising Age – Mondelez Taps Nine Tech Startups for Big New Mobile Program
January 3, 2013 – In 2012, advertisers were expected to spend about 1.5% of their media budgets on mobile, with that jumping to 2.4% in 2013, according to the Ad Age Mobile Fact Pack, which cited eMarketer. Read more.

TIME – Google’s Federal Antitrust Deal Cheered by Some, Jeered by Others
January 4, 2013 – There is no doubt that Google is dominant. The Web titan based in Mountain View, Calif., accounted for 74.5% of all U.S. search advertising revenues in 2012, according to research firm eMarketer. Read more.

Bloomberg – Hulu CEO Kilar Plans to Depart Web TV Company by April
January 4, 2013 – The U.S. online video advertising market grew 47 percent to $2.93 billion in 2012, according to researcher eMarketer. This year advertisers are expected to spend $4.14 billion on U.S. online video ads, eMarketer said. Read more.

Bloomberg – Facebook Profit Shows Existential Risk for Social Network
January 3, 2013 – Facebook is expected to report $339.3 million in U.S. mobile ad revenue for 2012, up from zero the prior year, according to research firm eMarketer. In 2014, Facebook’s U.S. mobile ad revenues may exceed $1.2 billion, grabbing 11 percent of the market, the researcher said. Read more.

Bloomberg – Google Free to Extend Web Search Lead as U.S. Ends Probe
January 4, 2013 – Google, which makes money by selling advertising next to search results, should grab 76 percent of the U.S. search market this year, up from 75 percent last year. Microsoft should get 9 percent while Yahoo may land 6 percent, according to eMarketer. Read more.

Posted on January 4, 2013.    

eMarketer: A Quarter of US Households Now Have a TV Connected to the Internet

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Analysis of data sets from multiple research firms and other sources suggests 25% growth in adoption in 2012

NEW YORK, NY (January 3, 2013)—Nearly a quarter of all US households currently have and use internet-connected TV, and by the end of 2013 that percentage will approach 30%, according to new figures from eMarketer.

Usage of connected TVs in US households was up by nearly 25% last year, eMarketer estimates, and will continue to be taken up by Americans at double-digit rates through at least 2016.

By the end of this year, eMarketer expects 35.1 million US households will have at least one television connected to the internet, and at least one person in the household using the internet through that TV set on a monthly basis.

In terms of individual users, penetration is somewhat lower than in households: 17.4% of consumers used connected TV at least monthly as of the end of 2012, and 22.7% will do so by the end of this year.

eMarketer is relatively distinct in its methodology. The firm forms its estimates of connected and smart TV usage based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.

In this case, eMarketer analyzed dozens of data sets from multiple sources—whose estimates are each tracked and evaluated by eMarketer based on their respective methodologies, definitions and historical accuracy—before forming its own forecast.

eMarketer’s definition of connected TV includes any television connected to the internet, whether it’s an internet-enabled smart TV or connected via a set-top box or game console. Using connected TV includes, but is not limited to, watching video streamed over the internet.

The proportion of those with smart TVs—television sets with a built-in internet connection—is significantly lower, but growth prospects are good. eMarketer expects the number of households that have and use smart TVs to reach 40.2 million by 2016, up from 15.2 million last year.

Again, individual penetration rates are lower, at 9.8% of the population as of the end of 2012.

About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.
www.eMarketer.com

Media Contact:

Clark Fredricksen
Vice President, Communications, eMarketer
Tel. 212-763-6056
Twitter

Posted on January 3, 2013.    

eMarketer Event: New York Breakfast

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Friday January 25, 2013  – New York City

eMarketer chairman Geoff Ramsey will be delivering a presentation titled “Key Trends for 2013.”

 About eMarketer’s New York City Breakfast

Join us Friday, January 25   in New York City for a breakfast presentation by eMarketer chairman Geoff Ramsey. To help you make sense of today’s most complex and rapidly evolving issues, Geoff will discuss some of the most important digital marketing, media and commerce trends for 2013.

Marketers used to speak in terms of three screens: TV, PC and mobile. Today’s landscape is dotted by at least four—tablets, TVs, smartphones and PCs. As smart devices increasingly bridge the gap between offline and digital experiences, the mobile-first drumbeat grows louder, while also making the desktop-centered approach seem outmoded.

In a multiscreen, multitasking environment, the formerly neat marketing funnel now comprises a range of activities occurring along parallel paths. Serving up relevant content to match new touchpoints will be a big part of this effort. Doing so will help generate a growing number of micro-interactions. In turn, mining the disparate data from these interactions can bring greater unity to a fragmented picture.

Key Questions:

  • In an age of increasing media fragmentation, which screens can marketers use to most effectively connect with their audiences?
  • How is the mobile-first imperative reshaping the marketing funnel?
  • What factors are pushing marketers to become content creators?
  • How can “Big Data” help marketers respond to cross-platform fragmentation?

eMarketer events are by invite only. To attend an eMarketer event, contact your account manager directly or email Roger Marin

Posted on January 2, 2013.    

Business Marketing Association 2013 b2b Outlook Breakfast

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January 22, 2013 – Union League Club, New York City, NY

eMarketer chairman Geoff Ramsey will make an appearance at the BMA(Business Marketing Association) 2013 b2b Outlook Breakfast, on January 22nd at the Union League Club in midtown. Speaking with him will be Linda Boff, VP  Marketing at GE.  Also speaking will be Matt Preschern, VP North America Marketing at IBM Global Business Services.

 

About eMarketer Chairman Geoff Ramsey

Geoff Ramsey is one of the most exciting visionaries in digital marketing today. As the chairman of eMarketer, Geoff is not only on the cutting edge of research trends and best practices, but he offers a rich understanding and big-picture perspective of the digital landscape and its impact on marketing and media.

A highly regarded speaker, Geoff keynotes at major industry events around the globe, as well as at Fortune 100 corporations including Google, Yahoo! and Visa. He is frequently quoted in The Wall Street Journal, Forbes, BusinessWeek and Advertising Age.

In 2011, Geoff received the ad:tech Industry Achievement Award, which honors individuals in the digital marketing space who have demonstrated consistent outstanding service, generated breakthrough ideas and fostered industry growth. His book, Digital Impact: The Two Secrets to Online Marketing Success (Wiley, 2011), co-authored with Vipin Mayar, has earned critical praise from industry leaders.

 

Posted on January 2, 2013.    

Facebook CPG Client Summit 2013

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January 17, 2013 – New York City

 

eMarketer chairman Geoff Ramsey will be  presenting the keynote presentation.

 

About eMarketer Chairman Geoff Ramsey

Geoff Ramsey is one of the most exciting visionaries in digital marketing today. As the chairman of eMarketer, Geoff is not only on the cutting edge of research trends and best practices, but he offers a rich understanding and big-picture perspective of the digital landscape and its impact on marketing and media.

A highly regarded speaker, Geoff keynotes at major industry events around the globe, as well as at Fortune 100 corporations including Google, Yahoo! and Visa. He is frequently quoted in The Wall Street Journal, Forbes, BusinessWeek and Advertising Age.

In 2011, Geoff received the ad:tech Industry Achievement Award, which honors individuals in the digital marketing space who have demonstrated consistent outstanding service, generated breakthrough ideas and fostered industry growth. His book, Digital Impact: The Two Secrets to Online Marketing Success (Wiley, 2011), co-authored with Vipin Mayar, has earned critical praise from industry leaders.

Posted on January 1, 2013.