eMarketer senior analyst at Insider Intelligence Ross Benes discusses Netflix's Q4 earnings and market position. He then talks about whether lesser-known streaming services can make some noise, YouTube's shoppable videos, and how Peacock's exclusive streaming deal with WWE Network can make its content offering more attractive.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

Consider how the leading social media platforms perform on the dimensions of ad relevance and ad experience. According to Business Insider Intelligence’s June 2020 “US Digital Trust Survey,” Instagram (4.72) and Pinterest (4.64) scored highest on a 1–5 scale on ad relevance. Pinterest also scored well on ad experience (4.70), just behind LinkedIn (4.80).

Internet Advertising Bureau UK (IAB UK). Lotame. Partnerize. Rakuten Advertising.

As such, device operators have introduced an array of new ad formats, including interactive ads and shoppable ads. One of the challenges for marketers is producing creative that is compatible with various devices. Creative advertising is not just a buzzword in China. In fact, it is being supercharged in the current competitive environment.

New features like livestreaming shopping and shoppable ad formats from creators and brands will also help increase the number of customer touchpoints. Here’s what marketers should do:. Focus further up the funnel. Social media’s role in generating brand awareness and demand for products isn’t going away.

The convergence of media and commerce is inching closer. Nearly a year after adding a direct checkout feature to its platform, NBCUniversal is investing further in the commerce space.

New features like livestreaming shopping and shoppable ad formats from creators and brands will also help increase the number of customer touchpoints in 2021. What it means for marketers: Despite the hype, most US consumers won’t make a purchase via social media in 2021.

New features like livestreaming shopping and shoppable ad formats from creators and brands will also help increase the number of customer touchpoints in 2021. Here’s what marketers should do:. Focus further up the funnel. Social media’s role in generating brand awareness and demand for products isn’t going away.

Their platforms are powered by the combination of high-intent keyword searches and shopper data, giving them an even better ability than their duopoly counterparts to target the right customers with ads. And advertisers are voting with their wallets.

NBCU shared more details about its Peacock advertising strategy. Peacock will include no more than 5 minutes of ads per hour. It will include several experimental ad formats, such as shoppable ads and ads aimed at binge watchers. Advertising launch partners include State Farm, Unilever, Target and more.

Stories are hot in social media, and the ad opportunities are growing fast. How are consumers using stories, and how do they respond to marketing in stories?

Instagram's new Explore page ads will bring more opportunities for marketers—but they also raise concerns about the limit of organic reach, which some claim has already happened in the Instagram feed. Savvy marketers have established best practices to get their content featured on Explore, but when ads are introduced, it could become more challenging to appear there organically.

NBCUniversal is accelerating its plans to launch its Checkout platform, a move aimed at helping retailers, particularly those that have temporarily closed during the pandemic, and a way to drive ad revenues as many TV networks are losing billions due to canceled or postponed sports programming.

Though social commerce conversions will remain a challenge, the mid-funnel opportunity is growing. Instagram’s continued rollout of shoppable content features is helping brands and influencers spotlight product content and forge a better path to purchase. Pinterest has also introduced features to make it easier for retailers to upload and promote product content. And video-first platforms Snapchat and TikTok are both testing shoppable content features.

eMarketer senior forecasting analyst Oscar Orozco shares our latest ad spend estimates for Instagram and the platform’s focus on opening new ad inventory.

eMarketer senior forecasting analyst Cindy Liu examines our social ad spend estimates and why we increased our US forecast for Facebook.

The response showed that influencers had as much sway over purchases as newsfeed ads (17%) and ads on ephemeral stories (16%). Influencers are even more effective with young people, according to Wunderman Thompson Commerce, which polled US and UK children and teens in July 2019.