Why Procter & Gamble Wants to Upend the Upfronts Oct 19

Traditionally, advertisers make big spending commitments to get the best deal on TV inventory. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman, senior analyst Ross Benes, and forecasting analyst Eric Haggstrom about why Procter & Gamble's chief brand officer Marc Pritchard thinks marketers don't benefit from this arrangement as much as those on the sell side do. They also talk about what's going on at Quibi, Apple TV+, and The Walt Disney Co.

Senior Marketers Are Split on the Future of Offices

As companies like Twitter and Microsoft announce long-term remote work policies, business leaders are grappling with what their return-to-office plan may look like.

Marketers have had to be nimble as they navigate during these uncertain times. Real-time data and feedback has helped many—including companies like UberEats and Chobani—stay on top of things and reach consumers with relevant content and marketing amid the pandemic.

The Weekly Listen: Digital Events During COVID-19, Fighting Misinformation on Twitter, and Online Shopping Through YouTube

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch, principal analyst Jillian Ryan, and vice president of content studio at Insider Intelligence Paul Verna discuss the major digital pivot to reimagined events amid COVID-19. Then, the usual suspects talk about Twitter's fight against election misinformation, TikTok's potential rivals, untapped marketing to lower-income customers, ecommerce within YouTube, and how cats aren't as heartless as they seem.

Rather than blindly relying on third-party brand safety mechanisms baked into programmatic exchanges, brands should look at other indicators for quality and develop direct relationships with publishers.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Zenreach's John Kelly, CEO, and Robert Cornell, vice president of sales. They will discuss how brick-and-mortar retailers can use data collection to build customer profiles, track subsequent visits and past purchases, and design retargeting campaigns.

The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.

Netflix Is the Runaway Winner of Canada’s Streaming ‘Wars’

What has been dubbed the “streaming wars” in many markets—especially in the US—is more like a skirmish in Canada. Despite the influx of US-based services like Disney+ and Apple TV+ in the past year, and the presence of homegrown services like Bell Media’s Crave nationally and Vidéotron’s Club Illico in Quebec, Netflix is still by far the most popular subscription OTT service in Canada.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring Impact CEO David A. Yovanno. David will provide a roadmap for how to achieve growth for your organization through partnerships.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring LiveRamp's Ian Meyers, senior product manager, identity. Ian will clear the air and review the variety of identity solutions in play, revealing why some are better than others for reach, measurement, accuracy, privacy, and security.