81% of US Instagram users watched Reels, but only 39% uploaded content to Reels, according to an April report from Morning Consult.
On today's podcast episode, we discuss the biggest gaps between where Americans spend their time and where advertisers spend their money. We explore the disconnect in social media, the imbalance in subscription OTT, and why digital audio continues to be a dark horse. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Forecasting Writer Ethan Cramer-Flood and Senior Director of Forecasting Oscar Orozco. Listen wherever you get your podcasts, or watch on YouTube, Spotify, or Apple Podcasts.
Advertisers who block news content are missing opportunities to reach engaged, high-value audiences while inadvertently undermining the financial foundation of quality journalism. “Advertisers are allergic to the news, oftentimes for the wrong reason,” said Michael Weaver, senior vice president of business development and growth at Al Jazeera Media Network during EMARKETER’s Reframing Brand Safety in News Environments event last week. “But it's so neglected as a category, it's easy for a brand to distinguish itself when it really leans into the news.”
Snapchat adds agency tools and HubSpot integration: The company aims to make lead gen, attribution, and ROAS easier for performance marketers.
Short-form video is where social platforms are concentrating their ad innovation in 2026. Instagram is monetizing the moment after a Reel ends, YouTube Shorts earned the industry's first short-form measurement accreditation, and episodic formats are turning casual scrolling into appointment viewing. This FAQ covers the formats, inventory growth, and creative practices shaping short-form video advertising.
Consumers are collecting memberships much faster than they're building habits. The average consumer now belongs to 17.4 loyalty programs, up 60% over the past decade, according to Upside’s “Escaping the loyalty plateau” report. But active participation has risen just 8% over the same period, to 8.4 programs.
Accounts opened in-person last longer, and strategic investment can turn new locations into durable acquisition engines.
Gen Zers’ saving habits reward firms that pair social media and AI guidance with investing and planning tools.
Pharma marketers should use point-of-care messaging and practical education on treatment options to help adults 50+ initiate discussions with their physicians.
Purchase data helps location-based brands connect digital ads to store sales and adjust budgets mid-campaign.
Its flagship Botox brand lifted its otherwise underwhelming aesthetics results, while Juvederm results show perceptions about fillers remain a tougher hurdle to overcome.
Steady category gains are pressuring brands to compete on value, AI visibility, and evolving consumer needs.
Strong incentives, enhanced rewards, and greater convenience encourage consumers to identify themselves.
Brands can better connect with younger audiences by treating healthy habits and indulgences as compatible parts of self care.
Retailers that treat inclusion as a growth strategy—not just compliance—can build deeper customer loyalty across households.
That indicates growing confidence that livestream shopping can drive discovery and impulse purchases.
Weakness in Americas retail overshadowed digital growth.
US consumers turn to BNPL and credit to fund travel.
Issuers race to strengthen premium card offerings to capture affluent spenders.
Brands can buy into Apple’s audience: Search ads and new in-app inventory reach paid subscribers with cards already on file.