Advertising & Marketing


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.

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.

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.

Influencer marketing allows brands to connect with digital audiences in unprecedented ways. Consumers have developed deep connections with the bloggers and social media personalities they follow, and when marketers partner with these influencers, people see the brand through the eyes of someone they trust. Daniel Saynt, CEO and chief creative officer at influencer casting agency Socialyte, spoke with eMarketer about the qualities of a successful influencer campaign and the big impact of Snapchat.

Almost all web users know something—however vague—about the internet of things (IoT). But many worry about the privacy implications.

Justin Choi, founder and CEO of native advertising platform Nativo, recently spoke with eMarketer about the future of native advertising, particularly its growing popularity thanks to issues of ad quality and ad blocking. He also shared his predictions for programmatic’s influence on this ad format in 2016.

Internet users in Japan who are exposed to mobile video ad campaigns have better awareness, interest and purchase intent than those who aren’t—but it helps brand metrics even more when such ads are combined with TV commercials.

There are significant differences in how tolerant digital video viewers in Latin America are of pre-roll ads depending on what device they’re using, with mobile viewers skipping ahead at higher rates. That’s the case even for the shortest of pre-rolls.

When buying programmatically, there are many important factors that come into play. Being able to buy display, as well as inventory across channels via a single platform are two of the top ones, according to US media practitioners.

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.

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.

The amount of content B2B marketers are creating is expected to drastically increase in 2016. With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies—they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.

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.

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.

At first mention of the internet of things (IoT ) for healthcare, Fitbits, Jawbones and smart watches probably come to mind. These devices have received a strong dose of media hype, but they are just the tip of the iceberg in a growing infrastructure that is bringing meaningful connectivity to the business of health.

Many brands prefer to upload their videos directly to Facebook, according to research from quintly. YouTube videos only make up roughly one-quarter of all videos posted by brands on the social network.

Search engine optimization (SEO) professionals consider social shares and unique visits the most important KPIs for a piece of blog content, according to a December 2015 survey.

Advertising revenues are key to the existence of much digital video content. Still, if there are too many ads playing, users will stop watching the video altogether, according to December 2015 research.