On today's episode, we discuss where B2B marketing is headed and what some of the biggest challenges will be along the way. We then talk about our brand new influencer marketing spending forecast, what to make of TikTok Stories, and Instagram testing ads within its Shops tab. Tune in to the discussion with eMarketer principal analyst Jillian Ryan and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Here’s how publishers are developing and expanding their ecommerce monetization strategies, and how brands and retailers can partner with them to drive purchases in the affiliate channel.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

Social media usage, advertising, and commerce will reach new levels in 2021, presenting big opportunities for brands to engage consumers.

From the growth of TikTok and of social commerce to the challenges of brand safety and the cookieless future, 2021 will be another year of big stories for social media.

Many marketers had long underestimated the value of creators in their marketing mix. That’s no longer the case. Most brands today have incorporated influencer marketing into their media plans, and many intend to allocate even more funds to the tactic this year.

Social network ad spending has substantially rebounded since the early days of the pandemic. In 2021, the biggest issues social media marketers will face are in the areas of brand safety, ethics, and privacy.

The dominant digital path to purchase begins with a product search—often unbranded—during which the consumer demonstrates intent. They are subsequently delivered paid and organic results for relevant brands and retailers, steering them in the direction of a conversion event. But what about all those times when a consumer doesn’t know what they want? That’s the opportunity for discovery, and where social commerce platforms are beginning to fill the void.

Direct-to-consumer (D2C) brands have historically relied on performance-based digital advertising strategies. Many leverage Facebook and Instagram to target audiences and direct response podcast ads to drive conversions, even throwing unconventional content marketing into the mix.

Creators now have more ways than ever to make a living online. This report explores how brands should approach and engage creators for partnerships in the new monetization ecosystem.

Advertisers aren't confident that their digital ads are working: A shift to digital channels in 2020 coincided with changes to tracking and privacy that have shaken advertiser faith.

On today's episode, we discuss whether TikTok is actually a top choice for social advertisers, how it compares with other ad channels, and what to make of the companies current shopping efforts. We then talk about Facebook's "meaningful pivot" around its ad business, the latest Federal Trade Commission suit against the social giant, and whether Reels on the blue app has potential. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

We forecast that US ecommerce channel advertising—a close proxy for retail media—will rise 27.8% this year to $23.92 billion, as brands selling online tap the power of retailers’ first-party data for performance advertising. No. 4. Becoming more sustainable.

“We’re finally starting to see signs of life in subcategories like ride-sharing and flight booking,” said Dock Kim, global vice president of revenue at Moloco, an AI-driven mobile ad platform.

Even as TikTok and other short-video venues work toward developing their ad businesses, influencer marketing continues to be the primary way for brands to engage with those audiences. And, as brands ramp up their own ad and organic content production on those platforms, they’re also willing to pay influencers for their help.

On today's episode, we discuss Facebook's Q2 performance, whether Apple's iOS update has affected ad revenues, and what Facebook means exactly when it talks about its (and everybody else's) “metaverse” future. We then talk about the impact of Facebook Pay expanding to online retailers, whether Instagram Reels could come to Facebook's homepage, and some new privacy features for kids on Instagram. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.