eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses what she's paying attention to in 2021 and why: the acceleration of tech, multisensory experiences, and purpose-driven marketing.
Any buoyancy in ad spending seems to be driven by the IoT(Internet of Things). Within categories where ad spending was most drastically cut, digital-centric products and services were the catalyst for some firms increasing TV ad dollars.
KEY STAT: AI, the IoT, 5G and voice are among the most buzzed-about technologies today. As these converge, marketers worldwide see them playing a larger role in future campaigns, according to a December 2019 report from Warc. No. 1: AI Is Making the IoT Smarter.
Similarly, Edelman found that trust in specific emerging technologies—AI, the internet of things (IoT), and VR—has declined at similar rates as the tech industry as a whole, year over year. Misuse or abuse of personal data was the top reason (41%) US adults would lose trust in a company, according to a 2020 Genesys/Wakefield Research survey.