Advertising & Marketing


A growing number of executives are looking to marketing technology to help supercharge their local ad buying plans. Mobile push technology and real-time location data are both two key areas of interest.

Even in the face of a recent economic slowdown in China, research suggests marketers in the country expect their 2016 budgets will increase or remain the same. TV, digital and mobile ads will dominate all formats in investment, though there is disagreement between forecasts as to which format will account for the biggest share of 2016 budgets.

Ad blocking as a phenomenon is gaining traction—20.5% of UK internet users will use ad blocking software in 2016, eMarketer estimates, and that will rise to 27.0% next year. eMarketer's senior analyst in the UK, Bill Fisher], looks at the assumptions underpinning eMarketer's forecast and outlines what the numbers mean for marketers, publishers and advertisers.

Sorting through the myriad options for advertising opportunities can seem overwhelming. As brands shift budgets from linear TV to digital video, they are faced with decisions about what platforms work best, what publishers to partner with and how to assess campaign success in a fragmented, evolving media landscape.

Native advertising has emerged as an increasingly popular form of advertising. And while marketing professionals in Germany are still wary of a number of elements when it comes to native advertising, that’s not the case when they consider the advertising method’s future.

Strong majorities of internet users in China say they pay attention to ads on a variety of websites—though they’re significantly less likely to actually click on them, research suggests. Relevance is key.

Digital is central to the lives of children and teens in Canada. Like millennials, these are digital natives, with no concept of a world without the internet. Engaging them requires digital and mobile thinking from brands. It also requires an understanding of how behaviors are shifting—and an ethical approach, especially with kids.

Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research. But some actually think the impact will be a good one.

Whether it’s monitoring the supply chain, tracking and managing inventory, delivering personalized promotions, or enabling ecommerce from new environments, the retail internet of things (IoT) is ushering in an era in which “smart” things can seamlessly collect, share and analyze real-time data.

Most internet users know that ads allow publishers to provide free content. Yet a majority of those online would rather block ads than pay for an ad-free experience.

Viewability continues to generate headlines in the UK—not surprising given the ever-increasing budgets that are headed to digital display advertising. Of course, if you pay for an ad you want it to be seen, but viewability as a standalone metric is not a catchall solution for advertisers.

Few marketers have complete insight into their customers’ journeys, but many have more actionable data than in the past. Topics in this webinar include: What are some of the biggest trends and areas of focus for multichannel marketers today? How are audiences splitting their time across channels and devices—and how are marketers following them? What challenges are inhibiting multichannel marketing? What are four core areas of focus marketers need to consider in order to successfully execute a multichannel strategy?

Ad blocking is gaining ground in the UK—by the end of next year more than a quarter of internet users in the UK will be using ad blocking software, according to eMarketer’s first-ever estimates of ad blocking in the UK.

Data documenting Facebook ad performance in Asia-Pacific sheds light into the key markets helping drive the company’s fortunes in the region. According to research from Nanigans, India and the countries of Southeast Asia delivered some of the strongest results.

Programmatic, social and mobile advertising have led to new controls and worries when it comes to viewability in the UK, according to Ooyala, a global ad-serving firm tracking viewability metrics as well as providing sell-side programmatic platforms to marketers. eMarketer spoke with Scott Braley, Ooyala’s general manager of programmatic advertising, about how marketers are using programmatic, social and mobile to bolster viewability.

Facebook’s reach in Mexico is near-total and, what’s more, users visit the site more frequently than any other social media property.

B2B marketers in Australia are getting increasingly sophisticated in their approach to digital marketing, turning to tactics like marketing automation and social media to help generate leads.

Three in four internet users in Belgium say they used a laptop last year, a modest gain from the 73.5% who say they did in 2014. The devices were also the most popular—aside from traditional TV sets—for viewing video.

While almost two-thirds of bad bots worldwide behave like bots, roughly 40% are able to mimic human behavior, according to 2015 research.

The volume of content flowing out of B2B companies continues to grow, as more marketers find success with the tactic. Topics in this webinar include: What have B2Bs learned about content marketing ROI in the long term? How much content are B2B firms producing for their marketing efforts? What types content process and strategy deliver the best results? How are B2Bs tailoring content marketing efforts for their audiences?