Global investment will reach $52.26 billion this year. China is a distant second place with almost $7.3 billion in spending expected this year, followed by the UK with $3.59 billion. Data Types Used for Ad Targeting and Audience Segmentation.

You need a complete infrastructure, including technology and people, to take advantage of investments in digital marketing and platforms. Read the full Q&A with Justin Morcelle here.

“When it comes to apps, even if the company is super digital, it spends the majority of its time in paid media,” Bogliari of The Influencer Marketing Factory said. “These companies want direct return on investment [ROI], they want to know cost per install, so they're really data-driven.”. But not all industries that are turning to influencer marketing during the pandemic are interested in performance.

Moving the needle for brick-and-mortar sales will require an investment in IT, and upgrading network bandwidth is among the top issues for retailers. Given our forecast for an increase in sales in 2021, investment in network infrastructure is going to be key to meeting growth targets.

In many ways, CX investments are driven out of necessity, often by past failures. A November 2019 Forrester Consulting poll found that poor customer retention drove CX investment among 41% of marketing and CX professionals worldwide, while 39% said a sales drop tied to poor CX had driven investment.

How Aldo Approaches Martech Investments. We spoke with Grégoire Baret, general manager of omnichannel experience at shoe retailer Aldo, about how his team works in collaboration with IT to roll out a new marketing technology. For Burrow, Showrooms Help Simplify the Furniture-Buying Experience. Shopping for furniture can be overwhelming whether online or in-store.

The future of the metaverse is unknowable right now, but the current buzz around it is already leading to big investments, including in:. Smart glasses as well as VR and AR headsets:.

Investment in display channels is on the rise:. Nearly 4 in 10 US B2B marketers said display advertising was an effective channel that they planned to increase their budget for in the next year, per May 2021 findings from Ascend2 and Wpromote.

On today's episode, we discuss Google's recent announcement not to build alternative user-level identifiers or support them in their ad stack. How does this change the upcoming cookieless landscape, how does FloC fit in, and how might these changes affect consumer privacy? We then talk about whether The Trade Desk's investments may help it better compete with Google, Facebook lifting its political ad ban, engagement with misinformation on social media, and what to make of The Walt Disney Co.'s new ad exchange. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Nicole Perrin.

Many marketers expect to ramp up direct buying from publishers and media companies post-third-party cookie, meaning greater investment against publisher first-party segments. According to Lotame, 43% of US marketers said they will buy more direct from publishers and media companies in a post-cookie world.

On the other hand, several industries unexpectedly accelerated their digital investments, as the pandemic created new consumer behaviors that drove more of their business online. Collectively, digital ad spending across all industries increased by 14.9% year over year in 2020, a moderate deceleration from the previous several years.

With this essential data at-hand, they will know when to reopen stores, make marketing investments and prioritize an empathetic strategy. eMarketer was pleased to moderate a Tech-Talk Webinar featuring Merkle's Shirli Zelcer, COO, analytics, and Eugene Becker, executive vice president of data solutions.

Notably, retail advertisers—which make up the largest share of display spending—will boost these investments by just $300 million this year, in spite of increased ecommerce spending by consumers. We estimate total US retail sales will fall by 10.5% this year. The list of industries increasing—and decreasing—investments in video specifically looks similar.

Investments in these formats will increase by 45.0% this year to £0.31 billion ($0.39 billion). Digital Ad Spending by Device. Mobile continues to be the preferred platform for travel’s digital ad budgets. This year, mobile spend will total £0.83 billion ($1.06 billion) and desktop/laptop spend just £0.25 billion ($0.31 billion).

Compliance requires technology investments, process change, and coordination with other internal functions including IT, legal, and customer service.

“So many emerging brands lack the resources to make the investments they need to scale, and the last thing that many of them want to do is rely on Amazon as their quickest path to scale,” eMarketer principal analyst Andrew Lipsman said.

This forecast focuses on digital advertising investment for the travel industry. We define travel to include airlines, car rentals, hotels and resorts, online travel agencies, cruises, and destination marketing organizations, inclusive of leisure and business travel.

Last year, over 60% of data professionals said they would increase their investment in first-party data, according to a study by Winterberry Group and the IAB. Over 35% of these data professionals said they would increase efforts to build second-party data relationships, and the same percentage said they would focus on custom and in-house identity resolution options.

ABM-related activities, too, were among the top investment areas for B2B companies in Canada and the US that reported strong ROI, according to an April 2020 survey by Demandbase.

This forecast focuses primarily on digital advertising investment for the retail industry. We define retail advertising to include mail-order and catalog companies, restaurants and fast food, drug stores, retail stores, cosmetics stores, merchants of apparel, home furnishings and textiles, toys, pet food and supplies, appliances, jewelry and general merchandise.

This forecast focuses primarily on digital advertising investment for the telecom and the computing products and consumer electronics industries.

With auto advertisers outright reducing their spend—and with strong investments by telecom, computing products and consumer electronics, and other industries—automotive will lose its place among the top five digital ad spenders this year and rank as the sixth-largest spender out of the 10 industries we track. In 2021, automotive will retain its 8.1% share of total US digital ad spending.