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    Article
     | 
    FEB 27, 2019

    Earlier this week, 3,000 marketing industry professionals gathered for LiveRamp’s RampUp conference at the Fairmont Hotel in San Francisco to discuss the latest marketing technology developments. One theme that stood out was that while marketers are making headway with advanced TV, it’s early days with TV ad innovations.

    Audio
     | 
    MAY 11, 2019

    eMarketer vice president of multimedia Paul Verna joins us to discuss how some TV ads lose effectiveness when they’re not viewed in real time. Considering the high percentage of ads that are time-shifted, this is a potential concern for traditional TV advertisers.

    Article
     | 
    SEP 18, 2019

    Marc Pritchard, chief brand officer of Procter & Gamble, offered a startling prediction at the 2019 Consumer Electronics Show: "I would say that the days of advertising as we know it today are numbered. We need to start thinking about a world with no ads."

    Article
     | 
    MAY 15, 2019

    Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.

    Article
     | 
    NOV 20, 2018

    A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

    Video
     | 
    NOV 15, 2019

    eMarketer junior forecasting analyst Nazmul Islam discusses the events that contribute to our US TV ad spending estimates for this year and next.

    Audio
     | 
    OCT 7, 2019

    eMarketer principal analyst Andrew Lipsman explains how Amazon can potentially upend the TV world and the company's latest plans, including opening a new grocery store chain and installing Amazon Go in airports and theaters.

    Article
     | 
    MAR 15, 2021

    Among a variety of traditional and digital channels, YouTube was the second-most likely to lead to a purchase, after TV ads, according to a Takumi survey of internet users ages 16 and older in the US, UK, and Germany in September 2020.

    Article
     | 
    APR 1, 2020

    According to our estimates, which were finalized prior to the coronavirus outbreak and subsequent cancellation of major sports programming, US TV ad sales were expected to climb 2.0% this year to $72.00 billion, a significant bump from 2019’s 2.5% year-over-year decline to $70.59 billion.

    Article
     | 
    DEC 19, 2019

    Despite the acceleration of cord-cutting, the demand for TV advertising remains strong. In 2019, that demand was reflected in increased ad prices and a growing appetite for targeted TV ads.

    Article
     | 
    MAY 14, 2019

    Ad tech vendors are trying to hitch themselves to automated TV ad buying

    Article
     | 
    OCT 29, 2018

    Ad tech vendors and digitally savvy publishers would like to cash in on the digitization of TV advertising. But that may take a while.

    Article
     | 
    JAN 22, 2019

    As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

    Audio
     | 
    DEC 18, 2018

    In the latest episode of "Behind the Numbers," analyst Lauren Fisher discusses the ways that programmatic is being used for audio, out-of-home and TV ad buys. What's driving the changes, and what stands in the way of faster growth?

    Audio
     | 
    DEC 4, 2019

    eMarketer vice president of content studio Paul Verna discusses how another Disney is being created. He then talks about why Facebook is helping users take their photos and videos with them, why emotionless TV ads aren't thinking long term and why there was a flurry of political ads on Facebook over Thanksgiving weekend.

    Audio
     | 
    JUN 13, 2019

    eMarketer principal analyst Andrew Lipsman and vice president of multimedia Paul Verna discuss why direct-to-consumer retail brands are investing heavily in TV advertising. They also reveal which CPG brand topped a recent study of the most effective TV advertisers in that category. In addition, the panel explores other retail and advertising developments from Amazon, Sizmek and more.

    Audio
     | 
    FEB 11, 2020

    eMarketer forecasting analyst Peter Vahle and vice president of content studio Paul Verna discuss the different platforms that people use to consume music and podcasts, and how the major platforms maintain their leads. Then, Paul talks about ESPN and ABC TV ad revenue declines, Pinterest's earnings and a potential new streaming service from ViacomCBS.

    Article
     | 
    FEB 15, 2019

    Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

    Article
     | 
    FEB 25, 2020

    Every touchpoint a consumer has with a brand—be it a TV ad, a social media post, a call to customer service or a branded end-cap—is part of the customer experience. For years, marketers and their companies have been working hard to make the sum of those experiences as cohesive and value-additive as possible. But like many marketing efforts, such endeavors are often met by taking two steps forward, one step back.

    Report
     | 
    OCT 5, 2020

    Addressable TV: Targeted TV ads delivered on a home-by-home basis via cable, satellite, and telco boxes. It includes both linear and video-on-demand (VOD) delivered in this way but excludes connected TV and OTT. Ad-supported video-on-demand (AVOD): These services include free platforms like YouTube as well as those like Hulu, which charge a subscription fee in addition to serving ads.

    Article
     | 
    FEB 17, 2021

    It’s been almost a year since you’ve added a direct checkout feature within your shoppable TV ads. What have you learned, and what’s on the horizon? Feldman: What we saw last year in the space of commerce was not a change in people's thinking; it was an acceleration of what was already happening out in the world.

    Report
     | 
    OCT 6, 2020

    Addressable TV: Targeted TV ads delivered on a home-by-home basis via cable, satellite, and telco boxes. It includes both linear and video-on-demand (VOD) delivered in this way but excludes connected TV and OTT. Ad-supported video-on-demand (AVOD): These services include free platforms like YouTube as well as those like Hulu, which charge a subscription fee in addition to serving ads.

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