Advertising & Marketing


Without a great experience, loyalty programs are less valuable to customers and abandoned early on even if they promise discounts. eMarketer spoke with Mark Taylor, senior vice president of digital customer experience at business and technology consulting company Capgemini, about consumers’ frustrations with traditional programs and how marketers can create a compelling loyalty experience.

Last year, fewer than half of new internet users in China accessed the web with a desktop PC. Smartphones, instead, were their device of choice.

Marketers are constantly looking to better understand consumers and ultimately deliver an engaging experience. According to Q4 2015 research, many executives are using revenue metrics to measure the success of customer efforts.

<p>Smart-home devices are garnering the attention of consumers both young and old. And according to October 2015 research, internet users worldwide believe that they will have an effect on their lives.</p>

Mobile phones are the most commonly used digital devices among children ages 6 to 14 across Southeast Asia, according to November 2015 research. Most have also used a tablet, but desktop and laptop PCs are less common.

Smart TVs are by far the most common devices internet users in China have implemented as part of the internet of things (IoT). Forecasters expect they will continue to be the top smart home device in the country.

While “internet of things” has just recently become a business catchphrase, the IT-driven travel industry has been working for years to incorporate internet-enabled components—including smartphones and tablets, wearables, sensors, communication networks, data hubs and analytics programs—into its business.

Agency executives—more so than senior marketers—plan to increase spending on a variety of different formats in 2016, including digital, social and mobile.

Many marketers are interested in how to engage consumers on social media. But not all users are interested, and even those who are can get turned off. According to October 2015 research in Spain, attitudes differ dramatically between users who do and don’t follow brands.

It’s little wonder that the path to purchase has become an omnichannel one with the rise of digital and mobile channels of product discovery and purchase—especially when an array of problems can send internet users running to a different device.

In a digital world of ad blocking and general ad avoidance, the annual Super Bowl telecast stands out as one of the last remaining bastions of TV's glory days—when American eyeballs weren't distracted by smartphones and tablets. But how long can this last? Maybe longer than you think.

After several cycles of hype spanning several decades, virtual reality (VR) and augmented reality (AR) technologies have reached the point where commercially viable products to create and consume immersive experiences are coming to market.

Jaunt is a virtual reality (VR) media company specializing in cinematic experiences. To date, it has raised about $100 million, including funding from The Walt Disney Co. and other major players in the entertainment industry, to develop content creation and distribution tools that bring 360-degree video to the masses. eMarketer spoke with David Anderman, Jaunt’s chief business officer, about how the company works with brands and agencies and the analytics it looks at to measure success.

Millennial fathers in the UK often lean on digital sources for parenting insight. However, much like the stereotypical male driver not wanting to ask for directions, digital dads eschew social media platforms in favor of seeking out parenting info from altogether less personable sources.

The internet of things (IoT) has a wide-ranging impact across many categories, from healthcare to travel. And consumers are even embracing smart home devices. However, when it comes to purchasing an IoT device, cost is a top barrier.

Marketers in India continue to keep their eyes on digital—but they don’t think the channel will generate more revenues than it did last year.

For the past several years, outdoor apparel brand The North Face has been creating content around athletes going on expeditions to test out its products. In 2015, the company launched 360-degree video to develop an immersive virtual reality (VR) experience with the aim of bringing people closer to those expeditions. The goal was to create a stronger connection with the brand. eMarketer spoke with Eric Oliver, The North Face’s director of digital marketing, about the success of its campaign and some important takeaways from its first experiments with the medium.

Companies like Wal-Mart, Target and Amazon have been flocking to YouTube to run branded content and advertising campaigns. Digital video ad spending on the Google-owned platform continues to grow, and is expected to maintain the biggest share of US video ad revenues through 2017.

While traditional marketing is all about perfecting a brand’s external image, virtual reality marketing can give consumers an inside look into the heart of the brand. Products go through long journeys before they end up on a store shelf, and companies are eager to tell those stories. Rachel Harris, director of national brand activation at Beam Suntory, spoke with eMarketer about a recent behind-the-scenes virtual reality campaign at the spirits maker.

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.