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    Article
     | 
    MAY 17, 2019
    In an IAB poll of marketers, half of the respondents defined OTT as streaming video that appears on any screen and 48% defined OTT as streaming video that appears on a TV screen.
    Audio
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    MAY 17, 2019
    On the week of the TV upfronts, we’re joined by eMarketer's vice president of multimedia Paul Verna to discuss why this annual event is still a big deal in the television industry. After all, isn’t TV ad spending trending downward? And wasn’t streaming supposed to be the death knell of TV?
    Video
     | 
    MAY 17, 2019
    eMarketer senior forecasting analyst Oscar Orozco compares our time spent numbers on messaging and social network apps, and shares what activity is the likely influencer for growth. Watch now.
    Audio
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    MAY 16, 2019
    eMarketer principal analyst Andrew Lipsman talks about rising direct-to-consumer (D2C) brands like shaving and skin care company Harry’s and luggage maker Away. How are these brands reaching consumers? And what drives people to try new D2C brands?
    Article
     | 
    MAY 16, 2019
    Building a social media following isn't just a great way to engage customers online, it can also help increase brick-and-mortar foot traffic.
    Article
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    MAY 16, 2019
    While many shoppers still pay with cash, mobile payment utilization continues to increase. To keep adoption rates on the rise, however, better improvements to visibility, quality, connection and usage instructions will need to be implemented.
    Video
     | 
    MAY 16, 2019
    eMarketer senior forecasting analyst Oscar Orozco shares our latest time spent numbers for tablets and why once-popular tablet activities like video viewing and shopping are becoming preferred elsewhere. Watch now.
    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.
    Audio
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    MAY 14, 2019
    Social media principal analyst Debra Aho Williamson discusses Facebook co-founder Chris Hughes’ recent op-ed on breaking up the company he helped create with Mark Zuckerberg. What is Hughes proposing? Just how powerful is Facebook? And what should the government’s role be in regulating it?
    Article
     | 
    MAY 14, 2019
    While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.
    Article
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    MAY 14, 2019
    Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.
    Audio
     | 
    MAY 14, 2019
    eMarketer principal analyst Mark Dolliver discusses ways that marketers can reach millennial parents. How are young parents different from those of earlier generations? How well does out-of-home advertising work for them? And in what ways are these youthful consumers similar to their older counterparts?
    Article
     | 
    MAY 14, 2019
    Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.
    Article
     | 
    MAY 11, 2019
    While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.
    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.
    Audio
     | 
    MAY 10, 2019
    eMarketer vice president of research Jennifer Pearson and principal analyst Mark Dolliver discuss Mother’s Day shopping, spending and digital usage habits in the US.
    Article
     | 
    MAY 10, 2019
    In this modern age of entertainment, one screen is no longer enough to satisfy most. We forecast 180.8 million US adults will be two-screen viewers in 2019—meaning that 70.1% of the adult population will use a computer or mobile device to browse online while watching either digital video or traditional TV.
    Article
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    MAY 10, 2019
    After initial signs of success, Kohl’s will expand its Amazon returns program nationwide in July. The pilot program, which launched in Chicago and Los Angeles in 2017, performed particularly well, leading to 9% growth in new customers and 8% growth in revenues compared with national growth of 1% and 2%, respectively, according to payment data analyzed by Earnest Research.
    Audio
     | 
    MAY 9, 2019
    eMarketer principal analyst Nicole Perrin and forecasting analyst Eric Haggstrom discuss the shift from print to digital news in the US. How many people still read newspapers and magazines? How much ad spending is flowing to print media?
    Article
     | 
    MAY 8, 2019
    We estimate US advertisers will spend $12.22 billion on open exchanges and $11.56 billion on PMPs this year. By 2021, $15.97 billion will be spent on PMPs, and $13.77 billion will be spent on open exchanges.
    Article
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    MAY 8, 2019
    According to a March 2019 RetailMeNot study, internet users looking for more information in-store often skip approaching retail associates and go directly to their smartphones. Sixty-nine percent of respondents said they would look for reviews on their phone first, and 53% would search for deals before speaking with an employee.
    Audio
     | 
    MAY 8, 2019
    eMarketer vice president of multimedia Paul Verna talks about how the context of when, what and how someone is watching video matters. Are OTT ad dollars starting to catch up with viewership? And is the TV the most important device?
    Article
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    MAY 7, 2019
    Direct-to-consumer (D2C) brands have traditionally relied on Facebook for cost-effective, performance-based marketing. But with climbing rates and uncertainty surrounding the roll back of Facebook’s ad-targeting features, D2C marketers have started diversifying their advertising strategy.
    Audio
     | 
    MAY 7, 2019
    eMarketer’s principal analyst, Mark Dolliver and vice president of multimedia Paul Verna talk about how older folks are being left behind in the digital world. How big is the digital adoption gap between younger and older Americans? At what age does digital adoption drop off? Is there an older digital audience that advertisers are overlooking?
    Article
     | 
    MAY 6, 2019
    Agencies have always operated in a competitive market, but now, they must contend with brand clients bringing marketing tasks in-house and consultancies encroaching on their turf.