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EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
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Media Buying

Uber taps in to OOH and self-serve ads as its ad empire expands: Advertisers can now display car-top ads on 3,500 cars in several US cities, targeted by ZIP code.

As QR codes come to play a larger role in how consumers shop, buy, and interact with brands, marketers can use them to drive conversion across physical and digital spaces. Here are three ways marketers can use QR codes to increase consumer engagement and encourage purchase behavior.

On today's episode, we discuss what to make of a seventh consecutive US monthly ad market decline, how ad prices look compared to before the pandemic, and what we expect ad spending in Q2 to look like. "In Other News," we talk about an initiative aimed at reducing barriers to buying ad inventory and sponsorships for women's sports, as well as how many Americans still have cable—and for how long. Tune in to the discussion with our analyst Paul Verna.

Meta announces a new round of layoffs, saving the company $3 billion: The social giant is discontinuing support for NFTs and killing other projects due to declining revenue projections.

By 2026, US spending on ecommerce channel ads—a large subset of retail media—will be more than triple its 2020 level, per our forecast. Within the ecommerce channel, both search and display advertising are growing rapidly.

Quiet storm brews over reclassification of instream ads: Advertisers welcome clarity on what they’re buying, but publishers want to protect their revenues.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

Just two days ago, another TikTok ban bill was proposed. Though it’s not law, there are already state bans for the use of the social media app on government phones or accessed through Wi-Fi offered at some state colleges.

Latin America’s digital economy powers growth: Region will lead world in digital ad spending and ecommerce sales gains in 2023.

Marketers may be nervous about increasing advertising spend in an unstable economic climate, but doing so can be a strategic move given that recessions are often followed by periods of prosperity and growth.

Ad spending is increasing across all transaction types, but growth rates are higher for programmatic direct and private marketplaces (PMPs).

Most smart wearable users in the US are between ages 18 and 44, but the fastest-growing audience is older.

Meta’s response to ATT could turn off agencies: While AI and automation are improving CPMs, some marketers complain about a lack of control.

On today's episode, we discuss why Disney+ lost around 3 million subscribers, how much its new ad-supported tier can move the needle, and whether The Walt Disney Co. is more likely to buy the rest of—or sell—Hulu. "In Other News," we talk about how connected TV (CTV) viewers feel about "enhanced" ad formats and what a new category of video called "accompanying in-stream" is all about. Tune in to the discussion with our analyst Paul Verna.

Reddit finally sees the value in being a search engine: Improvements to its in-app search are crucial if it wants to capture more user attention.

US display ad spend will grow by 15.7% this year, reaching a total of $163.29 billion. Here are five charts that offer a closer look at what display ad spending looks like in 2023.

US social ad spend growth will near 9% this year and return to double digits in 2024, per our forecast. Last year’s 3.6% increase reflects a normalization after 2021’s rapid growth, as well as targeting challenges resulting from Apple’s AppTrackingTransparency framework.

Gen Z’s love of Apple is its secret weapon: The cohort should help it build its advertising business for years to come

In a video- and image-centric world, SEO is still the key to allocating marketing budgets, and Google has already done much of the research for you. “Every time Google shows a search result, they are displaying billions of dollars in R&D to understand the customer,” said Wil Reynolds, VP of Innovation at Seer Interactive, speaking at the Paid Search Association annual conference. “Billions that I don't have.”