Which “reality” are marketers opting for—virtual reality or augmented reality? As the two technologies evolve, adoption patterns differ. VR remains largely rooted in the gaming industry, whereas AR is becoming mainstream thanks to a host of technological advances and big-tech backing that makes it accessible on smartphones.
Millennials may not watch as much TV as previous generations, but their engagement with the TV content they do watch may actually be deeper than other groups.
Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Walmart's entry to New York City and a new way to buy concert tickets.
A survey of US and UK millennials found that—surprise—many would be comfortable using a variety of new technologies while shopping.
Retailers have been implementing in-store tech and omnichannel options to meet the perceived demands of the modern shopper. A recent RIS News survey found many US internet users are interested in shopping options like "grab and go" technology, while fewer were keen on virtual reality or robots.
Scott Rosenberg, Roku’s senior vice president and general manager of platform, spoke about how the digital video company approaches programmatic ad selling.
A record number of US consumers will have pulled the plug on pay TV by the end of 2018. In order to slow the viewer exodus, traditional TV providers are teaming up with an unlikely partner: Netflix.
Connected TV households now make up nearly three-quarters of all US households, but those penetration levels don’t necessarily add up to a huge advertising market—yet.
Nearly 765 million people across the globe will use a subscription over-the-top video service at least once per month this year, according to our latest forecast. This total will represent 10.2% of the global population and 32.1% of digital video viewers.
Not many consumers have used augmented reality for shopping, but plenty are interested and some say they would be just as happy to avoid clothing retailers altogether if the technology made that possible.
Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.
Ad tech vendors are trying to make bank from the digitization of TV advertising.
Keith Soljacich, vice president of experiential technology at Digitas, discusses the state of augmented reality and what a brand's presence could look like in an augmented world.
For many consumers, tried-and-true devices are more exciting than the latest gadgets.
In the latest episode of "Behind the Numbers," we chat about how many US connected TV users there are, what that viewership looks like and some of the hurdles the space needs to overcome before it can thrive.
By 2022, more than 204 million people in the US will watch connected TV at least once a month. But the advertising market is still figuring out how to best use these platforms.
Most companies are not using mixed reality in any way, according to a recent study, but that doesn’t mean they don't think it's important.
Even as traditional pay TV providers form partnerships with former over-the-top rivals to retain customers, cord-cutting continues to outpace projections. According to eMarketer’s latest figures, the number of US adult cord-cutters will climb 32.8% this year to 33.0 million. That’s higher than the 22.0% growth rate projected in July 2017.
Facebook recently began testing augmented reality ads in its News Feed. In the latest episode of eMarketer's "Behind the Numbers," analysts Debra Aho Williamson and Victoria Petrock discuss the emergence of AR as a marketing tool, and what could be coming next.
What they’re watching is changing, though, with long-form becoming increasingly important—something that marketers have noted with interest.