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eMarketer’s Top Three Trends: A Cheat Sheet for Cannes


NEW YORK (June 12, 2015) — Each year, the advertising community descends on Cannes to celebrate the year’s most creative, clever and ultimately effective marketing executions across the world.

This “cheat sheet” provides key data points on three of the biggest trends in today’s advertising industry—mobile, globalization and programmatic. Put simply, these are talking points that will help you lead every conversation in Cannes.

(Unless otherwise noted, all figures are eMarketer estimates.)

Consumers Move to Mobile

– More than 2 billion people worldwide will have smartphones by 2016—nearly half of all mobile phone users.

– After Asia-Pacific, Western Europe has the world’s largest smartphone user population. More than 65% of mobile phone users in Western Europe own these advanced devices.

– Consumers in the US, UK and China now spend more than half their daily digital time with mobile devices.

– While US and UK consumers use 24 apps on average, 80% of their time is spent within five. (Forrester)

For more data and insights on the rapidly changing consumer mindset:


Asia-Pacific Has Emerged

– Google and Facebook together will take in more than 50% of all mobile ad revenues this year—more than $35 billion collectively. But the companies with the biggest gains in global market share are Alibaba and Baidu, which now account for 13.5% of mobile ad revenues worldwide, up from 11.1% in 2014.

– China is already the world’s biggest ecommerce market, counting more than $562 billion in online sales this year.

– By 2016, India will have more than 1 billion mobile connections, and it already leads the world in smartphone user growth. In addition, the country will be home to the largest Facebook user base globally by next year.

For more on the global advertising market and its shift to digital:


Programmatic Challenges Creative Advertising

– Programmatic ad spending grew 135.5% in the US last year, and in 2015 will account for 55% of all digital display ad dollars, or $15 billion.

– Just 15% of client-side marketers worldwide will prioritize marketing automation this year. (Adobe)

– Globally, only 5% of client-side marketers and 10% of agency professionals are extensively personalizing digital ads, and more than one-quarter in each group aren’t doing any ad personalization. (Econsultancy)

– Nearly 40% of marketers in North America and the UK say creative execution concerns inhibit their usage of programmatic. (Chango)

For more in-depth analysis of how automated marketing is impacting creative advertising:

Geoff Ramsey and Stephanie Blair from eMarketer will be attending Cannes. Ramsey is our chairman, co-founder and chief innovation officer, and Blair is our managing director and vice president of sales for EMEA. Please feel free to reach them at or, respectively.


About eMarketer

eMarketer is the authority on digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment. By weighing and analyzing information from different sources, eMarketer provides businesspeople, marketers and advertisers with the most complete view of digital marketing available.

For more information:

Americas Contact:
Dan Marcec
PR Director, eMarketer
+1 646-863-8807

EMEA and APAC Contact:
Denise Duffy
PR Director, eMarketer
+44 (0) 203 574 4937


Posted on June 12, 2015.