Despite what should be historic headwinds, we are projecting marginally positive holiday season growth rates amid unprecedented channel-shifting behavior. In short, ecommerce’s impressive showing this year will make up for a sizable deficit at brick-and-mortar retail.

The 2020 US holiday season, set amid the backdrop of a pandemic-driven consumer economy, will see an unprecedented shift to ecommerce.

Marketers will spend $17.37 billion on advertising on ecommerce sites and apps this year, according to eMarketer’s first-ever forecast of ecommerce channel ad spending. Ad spending on ecommerce properties will be up 38.8% from 2019—an acceleration of spending growth, thanks to the pandemic. By the end of this year, ecommerce channel advertising will represent 12.2% of US digital ad spend.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Zenreach's John Kelly, CEO, and Robert Cornell, vice president of sales. They will discuss how brick-and-mortar retailers can use data collection to build customer profiles, track subsequent visits and past purchases, and design retargeting campaigns.

The retail industry will continue to lead the pack in terms of digital ad spend in 2020, and the lockdown has helped retail solidify its position. This year, UK digital ad spending in the retail sector will reach £3.02 billion ($3.85 billion).

We recently spoke with Leila Kashani Manshoory, founder and CEO of Alleyoop, about the challenges of remote photoshoots, the company’s recent pop-up partnerships with Bloomingdale’s and Verishop, and its foray into augmented reality (AR).

To effectively understand and adapt to consumer shopping trends this holiday season, a measurement framework that prioritizes business outcomes is key.

Over the past few months, retailers have experienced an ecommerce boost as a result of the pandemic and overall change in consumer shopping behavior.

As retailers adjust to a changing sales climate dominated by ecommerce, leveraging insights, media programs, and data can drive product sales and profit.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

The pandemic has disrupted the influencer marketing industry. But it’s not time to completely throw out the rulebook, as most of the changes are accelerations of pre-existing trends, rather than transformative shifts in the market.

Consumers’ routines, priorities and needs have shifted dramatically this year, and holiday shopping will be no exception. Google shares ways to help retailers retain new customers, flex with demand and other strategies to come out ahead.

Footwear retailer Payless, which filed for bankruptcy last year, is relaunching its brand with a new ecommerce site and brick-and-mortar ambitions.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring ChannelAdvisor's Greg Ives, senior product marketing manager, and Kevin Cohen, director of brand analytics. They will discuss the insights you can gain through a deeper understanding of the analytics behind your online presence.

Digital is quickly becoming the channel of choice for many advertisers in Latin America. From 2015 to 2020, digital’s share of total media ad spending in Latin America more than doubled from 18.0% to 39.1%. Given the current circumstances, this share should further improve in the years ahead.

The pandemic has hit Spain hard, affecting all industries within the country, particularly retail.

This report explores the impact COVID-19 will have on our latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

In a world where consumers are empowered with unlimited access to information and ever-growing expectations, brands need to deliver remarkable experiences in order to differentiate.

For the first time since we began estimating ad revenues at Google, the company’s net US digital ad revenues will decline in absolute terms. Facebook and Amazon will continue to grow but at severely depressed rates compared with earlier expectations.

The coronavirus pandemic is putting a major dent in US digital ad spending growth. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms.