How to Balance Brand with Demand

Today’s marketers are tasked with everything from creating a remarkable brand story and dynamic creative to building consumer demand and nurturing leads. This two-pronged approach often happens in silos, causing significant inconsistency and strain on internal teams. But it doesn’t have to be that way.

The Evolution of AI in Marketing

Marketers who embrace AI tools and machine learning are seeing creative and operational efficiencies. Wondering how AI can power your business? You’re not alone.

Planning Your Holiday CTV Campaign (In Less Than Four Months)

To remix an old saying, “The best time to start planning a holiday campaign is January 1, and the second best time to start planning is today.” The point being: a successful holiday campaign starts early.

Lead or Fall Behind? A New Era of AI-Driven Marketing Measurement

Businesses can no longer rely solely on intuition and vanity metrics. Today’s landscape demands advanced analytics, AI, and seamless integration with other key business drivers. This shift requires marketers to rethink their strategies as next-level value creators for ultimate success.

Simplifying Disruption, Demand, and Data for Financial Services Marketing

Financial services marketers must sift through endless data, meet evolving customer demands, make insight-informed decisions that maintain privacy and compliance regulations—all while forging through a saturated market. Some 66% of marketers believe this complexity hampers their ability to deliver business value, according to Harvard Business Review Analytic Services research, sponsored by Quad.

Ad Creative at Every Stage of the Funnel

Creative is critical for ad performance, but knowing the right type of creative to use how and when can be a challenge. When you take audience nuances such as age, location, and household income into account, it gets even trickier. What really moves the needle—discounts or sleek design? Humor or product features?

Beyond Brand Deals: How Marketers Can Navigate the New Creator Economy/a>

The Shift in Search: Insights into Social and Retail Media Trends

Google’s no longer the only name in the search game. Consumers are increasingly turning to social and retail media platforms for product research. Younger generations are driving the shift to social search. Meanwhile, Amazon is the top choice for product searches among US adults.

Retail Insights 2024: The Trends That Will Impact H2 Success

Malls are adding restaurants, pop-up shops, and experiential attractions to drive foot traffic. Discount and dollar stores are expanding their grocery sections to compete with superstores.

Path to Purchase: Moving from Awareness to Conversion

Seventy-two percent of US consumers use multiple channels before making a purchase decision, reflecting the change of the traditional marketing funnel, according to our latest survey of over 1,400 US consumer goods shoppers. Marketers must adapt to this complex, digitally-driven journey by embracing new omnichannel strategies.

H1 2024 TV Ad Spending Trends

Connected TV’s (CTV) share of the TV ad spending pie continues to grow as more streamers lean into promoting ad-supported tiers. Some are more successful than others, benefiting from the allure of live programming like sports.

The 2024 Top 100 Advertisers Search Report

People search online because they care about a topic. By looking at those search results, marketers can understand how consumer sentiment changes over time.

What Happens When Consumers Stop Clicking?

Clickthrough rates (CTR) have long been the barometer of digital advertising success. But while 79% of consumers say they’re seeing an increased number of digital ads, Infillion research shows that less than a third are clicking more. For marketers, it doesn’t add up.

Brand Safety 2024: Navigating a Perfect Storm of Risks

In a year when risk factors are more prevalent than ever, the need for robust brand safety strategies has never been more critical.

Make Sense of TV Ad Measurement in 2024: What You Need to Know

The shift from linear to connected TV continues to alter the measurement landscape, giving rise to a multicurrency market and prompting more advertisers to look beyond Nielsen, the legacy currency provider.

Outlook and Strategies for 2024’s Second Half

Keep 2024’s challenges in check. Be the first to access EMARKETER’s exclusive insights on thriving post-cookie, mastering retail media networks, leveraging Al in marketing, and more. Take a look at the event lineup below and register today!

Data Clean Rooms: Breaking Down Barriers to Collaboration

As the countdown to cookie deprecation accelerates and privacy regulations tighten, the popularity of data clean rooms (DCRs) grows. These secure digital environments allow multiple parties to connect first-party data, yielding audience and campaign insights. According to Deloitte, one in three companies are extensively using DCRs.

How to Tell Effective Data Stories

Capturing the attention of your audience in an information-dense environment requires more than just presenting data; it demands storytelling that resonates.

Breaking into Retail: Empowering CPG Marketers from Branding to Cart for In-Store Success

Despite the steady growth of ecommerce, more than 80% of retail sales still come from physical stores, according to EMARKETER. Many shoppers are still more likely to discover new brands and products in-store, so knowing how to navigate the retail environment is essential for consumer packaged goods (CPG) growth.

Accelerate Your Content Supply Chain in the Age of Generative AI

While two-thirds of US marketers are currently using generative AI (genAI), less than half consider themselves beyond the experimentation stage, according to Adobe. For retailers, consumer goods brands, and other organizations, harnessing the promise of genAI is critical to keep up with increasing marketing content demands.

How HP Lowers Spend and Increases Conversion With a New Kind of Stack

The deprecation of third-party cookies led technology brand HP to rethink its approach to targeting and acquiring new customers. HP needed to operationalize the first-party data set in its data lake and translate it into an acquisition engine with offers for shoppers that are designed to convert.

Retail Media’s Next Big Growth Phase: Off-Site Advertising - A Panel Discussion

Nearly 7 in 10 advertisers (68%) who utilize off-site campaigns view them as a vital component of their retail media plans, according to a TripleLift survey executed by EMARKETER.

Cookie Deprecation Has Begun. Now What?

For programmatic advertisers, there’s a bumpy journey ahead as Google gradually phases out third-party cookies in Chrome. While some may respond with concern, others will seize the chance to explore new testing avenues.

Building a Resilient Data Strategy in a Privacy-First World

Since Google’s deprecation of third-party cookies began in January, approximately 30 million Chrome users have been impacted. The loss of traditional data sources will have a serious impact on 2024 marketing plans already in motion, particularly for advertisers who didn’t prepare or embrace other sources of data.

March Adness: CTV’s Latest Trends Are on Fire

For years, connected TV (CTV) has been an easy layup for performance marketers looking to harness the power of TV. But like all cutting-edge digital tools—or college basketball prodigies—CTV has no ceiling.

Introducing EMARKETER PRO+

Join us for a fireside chat, diving into the latest offerings from EMARKETER. We’ll take you under the hood of our new PRO+ offering to discuss how fresh data sets, deeper insights, and flexible data visualizations can lead you to actionable strategies, faster.

Future-Proofing Your Media Plan: Addressability for Cookie Loss and Beyond

The wait has ended. Four years after the announcement, Google has started to sunset third-party cookies from Chrome browsers. However, display isn’t the only digital marketing channel for most brands today.

Picking the Right Use Cases for Your CDP

Customer data platform (CDP) implementations that deliver significant value have increased to 80%, up from 61% the year prior, according to the CDP Institute’s 2023 member survey.

How and Why Marketplaces and Retailers Should Build Ad Operations In-House

Omnichannel retail media ad spending is projected to soar to nearly $60 billion in 2024 in the US, according to EMARKETER’s forecast. This lucrative channel—with its heightened demand for first-party data—is enticing more retailers to get involved.

The 2024 State of Demand Generation

Digitalzone recently surveyed 1,500 B2B marketers from around the world to better understand the modern B2B marketer and today’s demand generation landscape.

Unlocking Business Flexibility With Agile Customer Data Platforms

A common challenge for brands today is efficiently managing the vast amounts of customer data they collect. According to Deloitte’s 2023 Customer Experience (CX) survey, 1 in 4 product marketing leaders say their companies don’t have the right systems in place to track customer data across touchpoints.

6 Ways to Transform Retail Productivity With Slack

Slack, owned by Salesforce, is much more than a chat and communications tool. It’s helping some of the world’s most successful retailers operate more productively.

The Future of Digital 2024: Winning the New Zero-Sum Game

Media engagement and consumer spending are leveling off, and gains for one brand often spell losses for another. Brand marketers and advertisers aiming to stay relevant and competitive must grasp these shifting dynamics.

Top 5 Creative Trends for Your 2024 Marketing Strategy

In a rapidly changing world, marketers must adapt quickly and create deeper connections with customers at every stage of their shopping journeys. Yet, according to new research from Smartly.io, 78% of marketers lack the right tools to execute successful campaign strategies, and another 66% struggle to manage the growing number of channels and platforms.

The Top Mistakes Brands Make With Their CTV Ad Spending

In 2023, the TV industry saw Hollywood strikes, delayed content releases, rising costs of streaming services, and more service fragmentation and consolidation than ever before.

Programmatic Ad Trends to Watch for 2024

In 2024, third-party cookies in Google Chrome will finally, at long last, deprecate. As a result, the programmatic ad market will head toward unprecedented change.

B2B Marketing Trends to Watch for 2024

Generative AI disrupted the marketing industry this year. For B2B marketers, it impacted content creation, data management, campaign workflows, and more. But in 2024, will the at-times contentious hype for generative AI be over?

Tech Trends to Watch for 2024

Generative AI dominated headlines in 2023, but its impact on advertising may be felt more deeply in 2024. Meanwhile, connected cars and immersive media—in part aided by other forms of AI—will continue to make big strides in the year ahead.

Advertising Trends to Watch for 2024

Ad spending growth is tapering, but major changes are coming to the market in the new year, including the deprecation of third-party identifiers, a new era in TV ad measurement, and the growing use of AI in advertising.

Identity Resolution: The Future Is (Almost) Here

After pushing out its deadline, Google is expected to fully phase out Chrome cookies and potentially mobile IDs in late 2024. Soon, the digital ad industry will face a future without the identifiers that powered its early growth.

Retail Media Ad Spending: What’s Needed to Reach the Ad Channel’s Maximum Potential?

Retail media is entrenched in digital advertising, but to reach its maximum potential, there are still hurdles to overcome. Advertisers are frustrated by the channel’s complexities, murky measurement, and a lack of standardization.

Digital Video Forecasts and Trends: Streaming Price Hikes, Hollywood Strikes, and More

Ad-free options for streaming viewers are more expensive. Over the last several months, Netflix, Disney+, and others have been busy raising their subscription prices, swaying more subscribers to move to ad-supported viewing options.

Attention! Trends and Predictions for 2024

The data is in! Learn the marketing, media, and customer strategies that will serve up big wins in the new year.

The Social Commerce Opportunity

Dismiss social commerce at your own risk. Despite backtracking by Meta on its commerce initiatives and early struggles with TikTok Shop, sales are quickly approaching $100 billion in the US. Social platforms continue to capture an increasing share of total retail ecommerce sales.