Advertising & Marketing

The most successful brands stand out today because they provide personalized experiences, delivered as timely digital journeys across channels. But to do this, marketers need a way to segment prospects early on no matter where their journey begins.

Prior to the pandemic, we expected search ad spending to grow by 14.4% this year as part of a trend of gradually slowing growth from 2018 through the end of our forecast period in 2024. When the pandemic upended those expectations, we revised our outlook in anticipation of a virtual halt to travel industry search spending. But as more information has come in throughout the summer and early fall about the pace of consumer ecommerce spending, we have again updated our estimates of search ad spending in 2020—this time, in a positive direction.

eMarketer forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss Google's (and YouTube's) latest earnings. They then talk about how much of a concern ad fraud is within connected TV advertising, the implications of the California Privacy Rights Act, and how people interpret emotionally infused ads.

For knowledge workers, the coronavirus pandemic brought an abrupt change to daily work life. As many companies shut down their corporate offices—some out of regard for employee safety and others due to government mandates—the norm of conducting business from an office ceased. Without an in-person option, teams were forced into a distributed work model and given little to no time to prepare.

Doug Scott, CMO of Twitch, speaks with eMarketer vice president of business development Marissa Coslov about the livestreaming platform’s user growth surge, the impact of popular programming beyond gaming, and building communities.

China’s Singles’ Day is no longer just a discount shopping event, as participating digital giants are now leveraging livestreams, new product launches, and novel technologies to enhance customer engagement and the buying experience.

eMarketer principal analysts Mark Dolliver, Nicole Perrin, and Yory Wurmser join vice president of content studio at Insider Intelligence Paul Verna to discuss what a revised Section 230 might look like, the pivot to localized and loyalty-based marketing next year, re-reclassifying Uber and Lyft drivers in California, the changing tides of media ad spending, AMC Theatres being close to the edge, how an apple and an onion can taste the same, and more.