Media & Entertainment


For the past several years, outdoor apparel brand The North Face has been creating content around athletes going on expeditions to test out its products. In 2015, the company launched 360-degree video to develop an immersive virtual reality (VR) experience with the aim of bringing people closer to those expeditions. The goal was to create a stronger connection with the brand. eMarketer spoke with Eric Oliver, The North Face’s director of digital marketing, about the success of its campaign and some important takeaways from its first experiments with the medium.

While traditional marketing is all about perfecting a brand’s external image, virtual reality marketing can give consumers an inside look into the heart of the brand. Products go through long journeys before they end up on a store shelf, and companies are eager to tell those stories. Rachel Harris, director of national brand activation at Beam Suntory, spoke with eMarketer about a recent behind-the-scenes virtual reality campaign at the spirits maker.

Nearly all teens in Germany own some kind of mobile phone, according to a November 2015 study by Medienpädagogischer Forschungsverbund Südwest (MPFS). Basic mobile ownership is almost identical for males and females, but a deeper look into the survey’s responses reveals some gender divides when it comes to other digital devices.

The rise of digital and mobile video may have made an impact on the lives of viewers in Australia, but the time spent on digital video activities is still small compared to traditional TV.

The number of original scripted TV shows has grown over the years, not only on basic cable, but services like Hulu and Netflix, which have become video streaming destinations because of their original content.

Though vinyl album sales grew by 56.6% in 2015—to 6 million units—they only make up a small portion of music sales in North America, according to 2015 research. Digital units were down.

Millennials are the most active video viewers of any US age group, and according to research from TiVo, this demographic primarily watches TV shows.