Advertising & Marketing


This year, mobile will surpass TV ad spending by more than $6 billion, according to our latest ad spending forecast. By 2020, the channel will represent 43% of total media ad spending in the US—a greater percentage than all traditional media combined.

Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.

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.

Recent improvements in computer-vision technology have finally made this dream a reality, and the biggest technology companies, including Pinterest, Google, Amazon, Microsoft and eBay, now have visual search tools.

Political ad spend estimates have been revised higher amid an increasingly contentious election season. TV broadcasters will win many of these added dollars, moderating a longer-term downward revenue trend.

In the latest episode of eMarketer's "Behind the Numbers" podcast, we dig into a variety of data about news consumption on social properties. How many people get their news on social? And do they trust it?

At an eMarketer breakfast event yesterday, a panel of eMarketer analysts weighed in on Amazon and discussed the giant's future.

Display ads in Messenger's inbox can help brands reach eyeballs, but advertisers should be careful not to overstep their bounds.

Research from Confiant shows that raising price floors isn’t a panacea for ad buyers hoping to avoid fraud.

In 2018, an estimated 21.4 million web users in Germany will block ads on a digital device at least monthly—equivalent to 32.0% of internet users and 26.2% of the population.

Marketers continue to struggle with how to best credit a purchase, and the challenges in fixing this issue are not primarily technological.

This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.

Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.

Jascha Kaykas-Wolff, CMO of Mozilla, spoke about the need for a faster and cleaner browsing experience.

In the fifth episode of our five-part series on digital ad spending, we're digging into video. eMarketer analysts Paul Verna, Monica Peart and Eric Haggstrom discuss recent developments at the major platforms, and highlight some of the newer players that are worth keeping an eye on.

In the latest episode of “Behind the Numbers,” eMarketer’s Eric Haggstrom and Chris Bendtsen discuss how traditional media is changing. Are people spending less time watching TV? Is radio staging a comeback?

eMarketer estimates that the number of people in France using ad blocking software or tools at least once per month reached 14.1 million in 2017, and will pass 16 million in 2019.