Advertising & Marketing


According to a February 2016 survey, 36% of internet users in Denmark, Finland, Norway and Sweden used an ad blocker. The ad blocking user rate was highest in Sweden, at 39% of respondents, followed by Denmark (37%). Norway and Finland were tied at 34% each.

Mobile devices have helped bring the internet and digital media to more people in China than ever before. But 2015 research suggests that users in the country are less receptive to mobile video ads than their counterparts around the world.

Internet usage is higher in China among men than among women, according to our latest forecast of internet usage around the world. And, in turn, men outnumber women in the digital population of the country.

Though the internet of things (IoT) is still in its early stages, it has significant potential for the financial services sector. By building on early success with mobile technology, banks, insurers, payments companies and other financial firms are experimenting with ways to streamline their operations, reduce risk and create more valuable experiences for their customers.

With more than 20 years in the industry at companies such as Yahoo, ValueClick and Wal-Mart, Pete LaFond brings a strong, unique background to programmatic advertising and audience targeting platform TruSignal. LaFond spoke with eMarketer about programmatic advertising in the addressable TV space—a small-scale but emerging area that packs massive potential for bringing greater efficiency to TV advertising.

In the UK and US, about a quarter of smartphone users have installed an ad blocking app on their device, while in France, about 30% of all internet users use ad blockers.

African nations have some of the highest gender gaps in digital access and smartphone ownership, according to a February 2016 report. Even where overall access is very low, men are more likely than women to be online.

Internet of things (IoT) devices are garnering the attention of many marketers and consumers. While they may have different purposes, a December 2015 survey found that these devices may become common financial transaction methods, particularly wearables.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

Marketing technology is getting greater attention from marketing professionals, but many in the industry are often uncertain about how to apply it to their business. According to research from Rocket Fuel, two marketing technology trends likely to see more activity in 2016 are programmatic buying of TV and data management platforms.

Though US internet users are interested in virtual reality and experiencing different types of content via the technology, February 2016 research found that most users worldwide are not interested in purchasing a VR headset.

While the internet of things (IoT) is changing the automotive industry, most young US internet users still prefer a traditional car to a self-driving vehicle, according to October 2015 research.

The retailers that see the most success on Facebook have better interaction rates than the leaders of any other industry, according to 2015 research. But the average retailer with a Facebook presence is doing notably worse—and worse than other verticals.

Nearly eight in 10 US retail executives say producing live streaming video events creates more authentic interaction with audiences, according to January 2016 research.

Q4 2015 digital display ad viewability rates in France were the highest for any quarter that year, according to a February 2016 report. They also beat viewability rates in several similar markets.

The two core areas of digital video monetization, advertising and subscriptions, remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.

Digital ad spending will surpass TV next year, eMarketer estimates. And according to February 2016 research, US ad agency professionals say their clients are interested in digital advertising more than last year.

Demand for virtual reality (VR) devices in China remains small for the time being, with the total user base in the country expected to be less than 10 million individuals through 2018. Despite this relatively early stage of adoption, enthusiasm for the potential digital video and gaming applications of VR may help to ramp up interest.

Research suggests that contextual relevance does not do much to improve ad recall. But audio can make a difference, as can viewthrough.

Business executives worldwide are producing significant amounts of digital content and assets, according to an April 2015 report. And, they expect that volume to increase in the next two years.