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    Publication Date: 12/16/2016
    Topics: Video-on-Demand (VOD)
    Geographies: Russia; Central & Eastern Europe
    Context: The number of paid subscription video-on-demand subscribers in Central and Eastern Europe grew by 2.25 million in 2016. Russia is the largest market, with about 2.5 million subscribers.
    Publication Date: 12/13/2016
    Topics: Digital Video
    Geographies: Western Europe
    Context: France and Germany lag much of the region, where roughly two-thirds of internet users watch digital video.
    Publication Date: 12/12/2016
    Topics: Time Spent with Media
    Geographies: France; Germany; United Kingdom
    Context: Individuals in France, Germany and the UK are spending increasingly more time with media, largely due to media multitasking on smartphones.
    Publication Date: 9/2/2016
    Topics: Time Spent with Media; Sharing Economy
    Geographies: Spain
    Industries: Digital Travel
    Context: Internet users in Spain spend more time on Airbnb per visit via desktop computer than any of their European counterparts; 35% of travelers have also booked lodgings via Airbnb in the past year. That puts them ahead of counterparts in much of Europe as well as the US.
    Publication Date: 1/9/2017
    Topics: Digital Video; TV
    Geographies: United Kingdom
    Context: Use of catch-up TV services is growing throughout Western Europe, but adult UK internet users remain the most likely to watch TV in a nonlinear manner.
    Publication Date: 7/28/2016
    Topics: Social Media Usage; Time Spent with Media
    Geographies: Europe
    Context: Affluent young adults in Europe spend about 40 minutes using social media each day. That’s far more time than their older counterparts, but represents only a quarter of all their online time.
    Publication Date: 1/3/2017
    Topics: Digital Advertising
    Geographies: Denmark; Finland; France; Germany; Ireland; Norway; Spain; Sweden; United Kingdom
    Context: In a survey of companies in Europe that paid for internet advertising, the Nordic countries figured among those doing the most.
    Publication Date: 11/29/2016
    Topics: Mobile Messaging
    Geographies: Western Europe
    Context: Mobile phone messaging apps will be used by more than 149 million consumers in Western Europe in 2016, according to eMarketer’s worldwide mobile phone messaging app forecast.
    Publication Date: 1/4/2017
    Topics: B2B Sales; Big Data
    Geographies: United States; Western Europe
    Context: B2B marketers in Western Europe and the US expect big data to have a big impact, but they don't necessarily see their companies as being able to harness it.
    Publication Date: 7/20/2016
    Topics: Pay TV
    Geographies: Western Europe
    Context: Cord-cutting does not appear to be putting a dent in the Western European market for TV subscriptions, with digital options including digital cable and pay IPTV continuing to add subscribers.
    Publication Date: 12/21/2016
    Topics: Mobile Advertising
    Geographies: Germany
    Context: While external factors like ad blocking continue to vex publishers throughout Europe, recent polling found the leading challenges publishers in Germany faced in regard to content monetization in the mobile realm centered on their own creativity.
    Publication Date: 10/5/2016
    Topics: Video-on-Demand (VOD)
    Geographies: Western Europe
    Context: In several countries in Western Europe, spending on VOD subscriptions is already high—and in Italy and Spain, for example, spending has more than doubled since last year. According to one estimate, nearly half of all home video spending will go toward SVOD by 2018.
    Publication Date: 10/26/2016
    Topics: Social Media Marketing; Big Data
    Geographies: Europe; United States
    Context: More than half of marketers in Europe and the US are using social data in their business activities. Yet, according to October research, another 23% are not, and it’s primarily because they just don’t have the time. Expertise is also a barrier.
    Publication Date: 10/26/2016
    Topics: Performance Benchmarks; Big Data; Marketing Technology
    Geographies: North America; Western Europe
    Context: Digital marketers in North America and Western Europe are using different tactics to augment their data-driven marketing efforts. According to research, most use customer relationship management (CRM) data to help them better understand a customer’s profile.
    Publication Date: 9/27/2016
    Topics: Mobile Ad Spending; Programmatic Ad Spending
    Geographies: Germany
    Context: Mobile advertising and programmatic trading are advancing hand in hand across Western Europe’s main markets. This trend is especially clear in Germany, where programmatic outlays will make up 50% of all mobile display ad spending in 2016.
    Publication Date: 4/5/2016
    Topics: Tablet Users
    Geographies: United Kingdom
    Context: The once fast-growing tablet market in Western Europe will tail off as Europeans increasingly choose large-screen smartphones as their primary mobile device, eMarketer predicts.
    Publication Date: 3/29/2016
    Topics: Tablet Users
    Geographies: Central & Eastern Europe
    Context: The tablet population in Central and Eastern Europe will reach nearly 80 million this year, eMarketer estimates, as the markets in Turkey, the Czech Republic and Russia continue growing at double-digit rates.
    Publication Date: 8/31/2016
    Topics: Mcommerce; Retail Ecommerce Sales
    Geographies: Germany
    Context: The UK still has the largest retail ecommerce market in Western Europe, but Germany is No. 2 and will remain in second position throughout eMarketer’s latest forecast for retail spending around the world. Retail mcommerce growth is a major contributor to the ongoing success of digital shopping in the market.
    Publication Date: 7/11/2016
    Topics: Native Advertising
    Geographies: Western Europe
    Context: Most internet users in Western Europe dislike traditional digital ad formats like banners, and many are installing ad blocking software on their devices. In response, marketers increasingly aim to engage audiences with native advertising, a more contextually relevant, content-based experience.
    Publication Date: 8/8/2016
    Geographies: United Kingdom
    Industries: Retail; Consumer Products (CPG); Politics & Campaigns
    Context: In June, the UK voted to leave the EU, a decision that—if it holds—will have massive ramifications on both Continental and UK economies. Marketers may be optimistic, especially digital marketers, having proved the resilience of the industry through the recent recession. But for retailers accustomed to revenue from the common market, the picture may be less rosy.
    Publication Date: 8/10/2016
    Topics: Content Marketing; Marketing Technology
    Geographies: United States; Western Europe
    Context: One of the expected benefits of automating content creation is maintaining and updating content more easily, according to more than three-quarters of senior marketers in the US and Western Europe. With big demands to scale content across marketing channels, more than two in five marketers have already begun the automation process.
    Publication Date: 7/27/2016
    Topics: Marketing Technology
    Geographies: United States; Western Europe
    Context: More than three-quarters of US senior marketers feel that understanding marketing technology has become increasingly important to their success, May 2016 research revealed. Nearly two-thirds of senior marketers in Western Europe feel the same way.
    Publication Date: 7/21/2016
    Topics: Digital Shoppers & Buyers
    Geographies: Germany
    Context: Many digital buyers across Western Europe expect to be informed of the availability of products when visiting brand and retail sites, but those in Germany are the most likely to say this feature is necessary when shopping online. There were other differences in expectations of ecommerce experiences from country to country.
    Publication Date: 7/18/2018
    Topics: Digital Video; Video-on-Demand (VOD); Pay TV
    Geographies: Worldwide; United States; Norway; Germany; Australia; France; Asia-Pacific; Europe
    Context: Nearly 765 million people across the globe will use a subscription over-the-top video service at least once per month this year, according to our latest forecast. This total will represent 10.2% of the global population and 32.1% of digital video viewers.
    Publication Date: 6/15/2016
    Topics: Sharing Economy
    Geographies: United Kingdom
    Context: Sharing economy revenues in Europe grew massively from 2013 to 2015. Both accommodations and transportation account for large slices of the pie.
    Publication Date: 6/9/2016
    Topics: Social Media Users
    Geographies: Western Europe
    Context: More than half the population of Western Europe will be using social networks by 2019, but adoption rates across the region are surprisingly diverse, and growth rate are also slowing according to eMarketer’s latest forecast.
    Publication Date: 9/5/2018
    Topics: Ad Blocking
    Geographies: United Kingdom
    Context: We estimate that 22.0% of UK internet users will use ad blocking tools this year, compared with 28.7% in France, 32.0% in Germany and 25.2% in the US. Growth in user numbers will slow to single digits for the first time.
    Publication Date: 8/1/2018
    Topics: Social Media Users; Social Media Usage
    Geographies: Switzerland
    Context: Instagram’s user base in Switzerland has almost tripled since 2015, according to eMarketer’s latest forecast. More than half of social network users in the country, or 1.9 million people, will access the platform regularly in 2018.
    Publication Date: 8/6/2018
    Topics: Marketing Technology
    Geographies: Worldwide; United Kingdom; United States
    Context: A recent survey signals that GDPR is still a worry for marketers. Many feel that it’s not enough to merely have their own data in check. It’s also necessary to get their tech partners aligned with the law. But this is not an easy task to pull off because, unlike marketers, vendors often do not have direct relationships with consumers.
    Publication Date: 7/3/2018
    Topics: Marketing Technology; Big Data
    Geographies: United States; United Kingdom
    Context: Four in 10 advertisers surveyed by Advertiser Perceptions said that the biggest obstacles preventing further investment in data science were its lack of accurate measures on business impact and its costs.
    Publication Date: 7/16/2018
    Topics: Marketing Technology; Digital Privacy & Security
    Geographies: United Kingdom; United States
    Context: Just 13% of the legal and IT professionals surveyed by TrustArc and Dimensional Research in June 2018 said their vendor risk management programs were GDPR compliant.
    Publication Date: 7/17/2018
    Topics: Influencer Marketing; Social Media Users; Social Media Marketing; Marketing Spending
    Geographies: Worldwide; Germany; China; India
    Context: Instagram is widely accepted to be the leading platform for most brand-influencer collaborations. But that isn't the case in every country around the world—at least not yet.
    Publication Date: 6/26/2018
    Topics: Digital Travel Sales
    Geographies: Russia
    Context: Digital travel sales in Russia will total $11.37 billion in 2018, up 20.5% over last year, according to eMarketer’s latest forecast on worldwide digital travel sales.
    Publication Date: 9/6/2018
    Topics: Ad Blocking
    Geographies: France
    Context: eMarketer estimates that the number of people in France using ad blocking software or tools at least once per month reached 14.1 million in 2017, and will pass 16 million in 2019.
    Publication Date: 9/7/2018
    Topics: Ad Blocking
    Geographies: Germany
    Context: In 2018, an estimated 21.4 million web users in Germany will block ads on a digital device at least monthly—equivalent to 32.0% of internet users and 26.2% of the population.
    Publication Date: 6/25/2018
    Topics: Marketing Technology
    Geographies: United Kingdom; United States
    Context: To get some clarity about what’s going on with the GDPR, eMarketer asked some ad tech insiders what they thought of the regulation’s effect so far.
    Publication Date: 8/29/2018
    Topics: Digital Ad Spending; Digital Media Buying
    Geographies: United Kingdom
    Industries: Automotive; Travel; Consumer Products (CPG); Financial Services; Retail
    Context: Much of the growth in UK ad spend in digital channels through 2019 is expected to come from mobile.
    Publication Date: 7/11/2018
    Topics: Geolocation
    Geographies: North America; United Kingdom
    Context: Consumers have become more comfortable sharing location details, but they’re also more choosey about when they share. At the same time, marketers have a better understanding of how to use location data and which data to avoid. eMarketer has curated this Roundup of articles, insights and interviews to help you dig into location intelligence.
    Publication Date: 8/21/2018
    Topics: Marketing Technology; Digital Privacy & Security; Social Media Marketing
    Geographies: United Kingdom
    Context: New data regulations are leading UK internet users to ask tech platforms to remove their personal data.
    Publication Date: 8/31/2018
    Topics: Marketing Technology; Digital Privacy & Security
    Geographies: United Kingdom
    Context: Consumers are monitoring their data since GDPR went live, but few perceive any change in how brands interact with them.
    Publication Date: 8/27/2018
    Topics: Social Media Users; Social Media Usage
    Geographies: United Kingdom
    Demographics: Millennials
    Context: Snapchat will overtake Facebook among 18- to 24-year-olds this year, according to eMarketer’s latest forecast on social network usage.
    Publication Date: 6/24/2016
    Topics: Content Marketing; Native Advertising
    Geographies: France; Italy; Spain
    Context: Native advertising and content marketing are terms on many advertisers’ and publishers’ minds these days, as all players in the digital ad industry try to overcome the perceived weaknesses of traditional display formats. François-Xavier Préaut, regional director of sales for Southern Europe at Outbrain, talked to eMarketer about the nature and importance of native advertising and the evolution of content marketing.
    Publication Date: 8/29/2018
    Topics: Digital Media Buying; Marketing Technology
    Geographies: United States; Europe
    Industries: Advertising Agencies
    Context: Advertisers agree that ensuring brand safety is a perennial problem, but there isn’t a consensus on who is most responsible for it.
    Publication Date: 8/20/2018
    Topics: Artificial Intelligence (AI); Marketing Technology
    Geographies: United States; Europe
    Context: Getting AI products to operate correctly takes a lot more effort than just flipping a switch and letting a machine do the work.
    Publication Date: 6/11/2018
    Topics: Marketing Technology
    Geographies: United States; United Kingdom
    Context: An analysis of CPM data for 126 publishers found that while ad prices dropped in the EU following the GDPR enforcement date of May 25, prices actually moved higher in the US.
    Publication Date: 6/5/2018
    Topics: Marketing Technology
    Geographies: United States; United Kingdom
    Context: A recent survey of marketing executives in the UK and US found that just 8% of respondents plan to decrease the amount of money they invest in marketing technology next year.
    Publication Date: 6/1/2018
    Topics: Marketing Technology
    Geographies: United Kingdom; Worldwide
    Context: It isn’t very clear to many programmatic advertisers how the GDPR will affect their media plans.
    Publication Date: 5/31/2018
    Topics: Digital Video; TV
    Geographies: United Kingdom
    Context: What they’re watching is changing, though, with long-form becoming increasingly important—something that marketers have noted with interest.
    Publication Date: 5/19/2016
    Topics: Internet Users
    Geographies: Western Europe
    Demographics: Millennials
    Context: An April 2016 survey found that 67% of young adults in Western Europe switch devices in the course of viewing video content, compared to 46% of total adults.
    Publication Date: 5/18/2016
    Topics: Performance Benchmarks; Content Marketing
    Geographies: Europe
    Context: Three-quarters of marketers in Europe use the number of visits to their websites as a measuring stick for content effectiveness, more than any other metric. Only half measure success in terms of sales.