CMOs are often the first people facing pressure to cut spend in a challenging economy. Marketers need to be able to trim budgets in a way that doesn’t thin out the brand. “A common approach we see during these economic downturns is to cut those upper-funnel tactics…but I really believe this is very shortsighted,” said Laura Brooks, fractional CMO at Made by Nacho, during our recent EMARKETER Summit.

Roku Q3 results emphasize ad-supported growth: Increased streaming hours and accounts offer advertisers valuable inventory.

Healthcare and pharma marketers will continue to devote more of their ad spending budgets to digital media channels. Still, advertising strategies for traditional media will remain a priority, particularly compared with other industries.

As more streaming platforms launch ads and user attention remains high on sites like TikTok and YouTube, advertisers are splitting video budgets between social, streaming, and online video. Here are five charts to help demystify video advertising.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

Ad spend continues to grow faster than the GDP, fueled in no small part by connected TV (CTV), retail media, social media, and search.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. “It's on TikTok where Kamala is really shining,” said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris’s social media and campaign strategy.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

Advertisers won’t have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren’t going anywhere.

Lowe’s looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe’s Media Network and plans to launch four new channels this year.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

An evolved form of omnichannel retail, adaptive retail tailors shopping experiences to meet the specific wants and needs of each customer by offering convenience, personalization, and a seamless shopping experience no matter how they choose to shop.

YouTube's growth continues: Ad revenues rise, Shorts’ outlook improves, and AI tools expand despite challenges from competition and ad blockers.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to EMARKETER’s forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

CTV's rapid growth brings brand risks: Rigorous vetting and monitoring are essential to maintain trust in the new advertising landscape.