Advertising & Marketing


Podcasts: A Small but Significant Audience

Podcasts still have a ways to go before catching up with traditional radio. As marketers try to reach the growing audience of digital audio listeners, podcasts stand out in a few key ways.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for augmented reality (AR) audiences. Watch now.

Ad Buyers Usually Pay More Than $20 For Connected TV CPMs

With connected TV adoption rising, advertisers are keen to access an increasingly sizable audience on a sizable screen. In fact, many connected TV ad buyers may pay north of $20 CPMs to do so, according to a new digital ad pricing statpack that eMarketer will be releasing April 10.

Podcast | New Laws to Hold Internet Platforms More Accountable

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the new internet platform regulations coming into effect.

Driven by Social, Native Accounts for Nearly Two-Thirds of Display Ad Spend

We forecast that native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017. But the bulk of native ad spend will go to social media platforms.

Are Marketers Being Realistic About Their Customer Experience?

In the US, almost half of marketers think they’re delivering an “excellent” customer experience, according to January 2019 research from The Harris Poll. But fewer than a quarter of consumers felt the same.

The Data to Drive Your B2B Omnichannel Experiences May Be Closer Than You Think | Sponsored Content

Today’s B2B buyers are taking closer control of their own purchase journeys, conducting extensive research into potential vendors before engaging. But execution first demands deft use of trustworthy data. Learn about these insights and more from eMarketer and Accenture Interactive.

Podcast | eBay Joins the Visual Search Party

In the latest episode of "Behind the Numbers," eMarketer principal analyst Andrew Lipsman talks about the vast array of visual search tools out there, including eBay's latest entry into the emerging landscape.

Why B2B Marketers Need to Borrow from B2C to Deliver More Omnichannel Experiences | Sponsored Content

The B2B purchase journey is more complex than ever. Buyers no longer limit themselves to vendor sales contacts, instead preferring to engage with B2B organizations across a variety of channels. Learn about these insights and more from eMarketer and Accenture Interactive.

Spotify to Surpass Pandora Listeners by 2021, Sooner Than Expected

Pandora may be the most popular music streaming service in the US, but it won’t retain the No. 1 spot for much longer. According to our latest forecast on digital music listeners, Spotify will surpass Pandora in terms of users by 2021—one year sooner than we predicted last year.

Native advertising has dominated the digital display market, and it can be the main (or even exclusive) way of reaching consumers with display ads. Native ads have a particularly strong foothold in mobile apps, which account for a significant share of how internet users spend their time.

Podcast | Why Are Advertisers Still Buying Ads That Aren’t Viewable?

In the latest episode of "Behind the Numbers," eMarketer principal analyst Nicole Perrin talks about the Media Rating Council's viewability standard for online ads and what marketers might expect from this performance metric in the future.

In today’s “eMarketer Daily Forecast” video, forecasting analyst Eric Haggstrom dives into our numbers for virtual reality audiences. Watch now.

We forecast that native video will make up 38.1% of US digital video ad spending in 2019, but it won't take a much larger share in the near future.

Should Ad Agencies Embrace Audits?

Brands are auditing their agencies to verify how their businesses operate, but some agencies have pushed back against audits. Ali Plonchak, managing director of digital strategy and integration at ad agency Crossmedia, said that agencies should embrace audits because they facilitate transparency, which brand clients demand more of.

Government Regulation Is Chief Threat to Marketers’ Data-Driven Initiatives

Government regulation is the top obstacle threatening marketers’ data projects this year, according to a recent survey of US marketers by Winterberry Group and the Interactive Advertising Bureau (IAB).

More than 35 million Americans are enhancing their social media experiences with augmented reality (AR), according to our estimates. In today’s “eMarketer Daily Forecast,” forecasting analyst Showmik Podder provides a quick look at AR usage among US social network users. Tune in.

Podcast | The Collaboration Tools That Will Help with Digital Transformation

In the latest episode of "Behind the Numbers," eMarketer principal analyst Jillian Ryan talks about the collaboration tools companies are using to transform their business digitally and what to keep in mind when rolling them out.

Podcast | Where and How Americans Share Content

In the latest episode of "Behind the Numbers," eMarketer principal analyst Debra Aho Williamson discusses where people share content and how these changes could affect marketers.

Advertisers Spend More on Native, but Favor the Same Formats

The typical native display ad is mobile, social and purchased programmatically—and that’s not expected to change over the next couple years, as the native ad market continues organic growth.