On today’s podcast, we discuss what “kidulting” actually means, why toy companies are paying so much more attention to this consumer now, and what non-toy brands can learn from this trend. Tune in for a discussion featuring Vice President of Content and host Suzy Davidkhanian, along with Senior Analyst Carina Lamb and Principal Analyst Zak Stambor.
Nearly half (48%) of US Gen Z online searchers looked for information on a video platform in the past 30 days, compared with 34% of all searchers, according to a July report from YouGov.
Marketers need stronger thumbnails and branding as passive exposure declines.
64% finance elsewhere, making budget tools and dealer inventory key to reaching shoppers before rivals do.
Pharma marketers need relevant, digital-friendly messaging that respects HCPs’ heavy workloads.
SMBs automating invoices through agentic AI saves valuable time; payment providers need to convince them to trust the tools.
AI assistants rank last among trusted sources for shopping recommendations, named by just 23% of US shoppers, according to an April survey from Profitero.
Socially influenced store experiences often lead to return visits and sharing, creating a cycle retailers can extend.
The campaign aims to turn price-sensitive trial into more frequent basket-building.
If the retailer’s new handbags catch on, they could bring press, social buzz, and more shoppers back to the brand.
Lower prices across Europe aim to keep cautious shoppers buying.
A $2 billion sales milestone reflects category expansion, and strong AI search visibility could bring more shoppers.
As stablecoin networks scale up, banks need to sell stablecoins as a better payment method.
Viewers skew older, but adults ages 35 to 54 report the strongest purchase intent for brands advertised there.
Fans struggle to find games, making pregame, postgame, and short-form content more valuable.
Its 33.3 million-user lead over Facebook strengthens its role as Meta competes with TikTok for regional attention.
In today’s podcast episode, we discuss what YouTube has evolved into, how it’s transforming TV ad buying, and how YouTube TV is shaping digital pay TV. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Principal Forecasting Writer Ethan Cramer Flood. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Elevate28 is showing early results, but data gaps and profitability concerns could hinder the recovery.
Commerce media is entering a new phase, one defined less by rapid expansion and more by operational maturity, EMARKETER analysts and industry leaders say. Commerce media ad spending will reach $83.71 billion in the US this year, accounting for 20.5% of all digital ad spending, according to EMARKETER's June 2026 forecast. As the channel becomes a core part of marketers' media strategies, the conversation is shifting from whether to invest to how to make those investments deliver measurable business results. In a new EMARKETER guide titled "Commerce media outlook: What industry leaders see ahead," our analysts and industry leaders give their thoughts about the capabilities brands should prioritize today, the consumer behaviors that will shape tomorrow, and what it will take to succeed as commerce media becomes a permanent pillar of the media mix. Matt Barresi, president of digital commerce and capabilities at Kimberly-Clark told us why he values governance before scale and the implications of strong measurement.
The most common response to an out-of-stock is buying a similar product from a different brand in-store (36%), just ahead of staying with the same brand (33%), according to an April survey from Profitero.