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Article: In Germany, Millennials' Divided Attention Spans Lead Marketers to Multiscreen Strategies

eMarketer - 25 September 2017
Millennials in Germany follow their favorite content across screens and platforms throughout their day, and brand marketers perform better if they can keep up with them. eMarketer’s Sean Creamer spoke with Dr. Tanja Boga, unit director on innovation and tool development at advertising agency Mediaplus, about how the company has shifted its media plans to reflect the ways millennials in Germany consume media.
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Article: Tapping WhatsApp to Engage with Millennials in Germany

eMarketer - 25 September 2017
Instead of using mobile devices to broadcast their lives and seek internet fame, millennials in Germany are more keen on connecting with friends one-on-one and sharing special moments. When Bundesagentur für Arbeit—Germany’s federal employment agency—enlisted Kolle Rebbe to reach this audience, the company tapped into this behavior through a campaign on WhatsApp using chatbots, hashtags and influencers. eMarketer’s Sean Creamer spoke with Tim Keller, executive director of brand strategy and innovation at Kolle Rebbe, about the execution and results of the mobile-first campaign.
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Article: WeChat's Owner Is Rolling Out Tools for US Advertisers

eMarketer - 25 September 2017
While much attention is paid to its WeChat messaging property, China-based tech giant Tencent still makes the majority of its money from gaming. In August, the firm reported that its mobile and PC gaming revenues combined had hit RMB28.4 billion ($4.3 billion) for Q2 2017, easily eclipsing the RMB10.1 billion ($1.5 billion) generated by its online advertising business during the quarter.
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Article: Listen In: Fielding Your Questions

eMarketer - 22 September 2017
In today's episode of eMarketer's "Behind the Numbers" podcast, we field questions from clients and listeners, covering topics like the new Apple Watch, the Equifax data breach, shifting omnichannel retail strategies and more.
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Article: Listen In: How Social Networks and News Mix

eMarketer - 22 September 2017
In the latest episode of eMarketer's "Behind the Numbers" podcast, we discuss the widespread and growing use of social networks for news consumption. How many adults get their news from social? What's driving the change? What are the implications for other news platforms?
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Newsroom: Google and Facebook Tighten Grip on US Digital Ad Market

eMarketer - 21 September 2017
It’s no longer news to say that Google and Facebook dominate the US digital ad market. But this year that supremacy is exceeding expectations, according to eMarketer’s latest digital ad spending forecast. The digital ad ecosystem’s so-called duopoly is now expected to rake in a combined 63.1% of US digital ad investment in 2017, up from eMarketer’s previous prediction that the duo’s total would reach 60.4% in 2017.

Article: Listen In: Understanding the Challenges of Cross-Channel Attribution

eMarketer - 20 September 2017
In the latest episode of eMarketer's "Behind the Numbers" podcast, analyst Lauren Fisher discusses attribution—and why so few marketers are truly able to track the effect of their messaging across multiple channels.
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Article: Most Marketers Say They Understand AI, but the Details Are Hazy

eMarketer - 19 September 2017
Artificial intelligence (AI) has been invoked by everyone from Elon Musk, who warns the technology could spell the end of humanity, to labor analysts, who caution it could bring an end to most jobs. But what, exactly, does the phrase mean to marketers?
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Article: UK Advertisers Won't Get Millennials' Attention Without a Multiscreen Strategy

eMarketer - 18 September 2017
Millennials in the UK still watch TV, but their attention is divided across all the screens they own. As a result, marketers must spend more to ensure that they reach millennials on the plethora of devices they use to watch TV shows and video each day. Dan Hagen, chief strategy officer of global marketing agency Carat UK, spoke with eMarketer’s Sean Creamer about why millennials are so hard to reach in this new media landscape and how the company helps brands loosen their grip on TV advertising.
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Article: Digital Duopoly to Remain Dominant in UK Ad Race

eMarketer - 18 September 2017
Google and Facebook will continue to dominate the digital advertising landscape in the UK for at least the next several years, according to eMarketer’s latest forecast of UK digital ad spending. The two tech companies combined will reap more than half (54%) of all UK digital ad revenues this year, totaling £6.30 billion ($8.50 billion).
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Newsroom: Digital Duopoly to Remain Dominant in UK Ad Race

eMarketer - 18 September 2017
Google and Facebook will continue to dominate the digital advertising landscape in the UK for at least the next several years, according to eMarketer’s latest forecast of UK digital ad spending. The two tech companies combined will reap more than half (54%) of all UK digital ad revenues this year, totaling £6.30 billion ($8.50 billion).
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Article: Listen In: How One Marketer Keeps Email Marketing Fresh

eMarketer - 18 September 2017
In the latest episode of eMarketer's "Behind the Numbers" podcast, Minibar Delivery's Lauren Henderson talks about the company's email marketing efforts and what the company does to stand out in a crowded inbox.
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Article: From Facebook to 'Finstagram,' Teens Have Distinct Reasons for Using Each Social App

eMarketer - 15 September 2017
Marketers might be quick to assume teens have short attention spans, but that’s not necessarily the case. Rather, teens can quickly assess whether or not an app or a social platform has staying power, and they refuse to waste time on something that won’t last. Jane Buckingham, founder of research firm Trendera, spoke with eMarketer’s Maria Minsker about why teens are losing interest in Facebook and why one-to-one messaging apps are becoming more popular with them.
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Article: What's the Most Annoying Thing About Email Marketing?

eMarketer - 15 September 2017
By now, brands should know that email marketing campaigns have to be personalized and relevant to resonate with recipients. But personalization is only as effective as the data that powers it, and when that data is wrong, consumers can find the missives downright irritating.
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Article: Listen In: Why Baby Boomers (Should) Still Matter to Marketers

eMarketer - 12 September 2017
In our fifth and final "Generations" conversation, we consider the iconic baby boom generation and its use of media. Not as digitally adept as younger generations, boomers nevertheless have adopted mobile and social, to some extent, and they have money to spend. Are marketers paying enough attention?
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Article: Engagement with Instagram Videos Is Surging

eMarketer - 11 September 2017
Savvy publishers are finding success on Instagram with video, a format the social media platform added to its app back in 2013 in a move that seemed revolutionary at the time—and still may prove to be. According to new data from social media analytics firm NewsWhip, photos are typically still generating higher engagement levels than videos among Instagram users. (NewsWhip counted a “like” or a comment as engagement, which it also called a “content interaction.”)
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Article: Marketing in Japan: The Most Common Mistakes Brands Make When They Localize

eMarketer - 11 September 2017
Japan is a notoriously difficult market for foreign brands to crack. And potential entrants would be wise to look beyond translation services when seeking to tap the country’s $3 trillion consumer market, according to Noriyuki Matsuda, founder and CEO of software company Sourcenext. eMarketer’s David Green spoke with Matsuda about the biggest and most basic mistakes many companies make when entering Japan.
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Article: Listen In: Gen X, the 'Sweet Spot' Generation

eMarketer - 11 September 2017
In the latest episode of our "Generations" conversations, our focus turns to Gen X, a large and sometimes overlooked demographic. Old enough to have experienced life without the internet, but not so old as to have been befuddled by it, Gen X seems comfortable with digital in a way that neither millennials nor baby boomers really are. Are they also a sweet spot for advertisers?
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Article: UK Mobile Users Weigh in on Least Favorite Mobile Ad Formats

eMarketer - 11 September 2017
It’s no stretch to say that digital advertising can be annoying, and mobile ads even more so as they’re harder to avoid. For UK consumers, some mobile ad formats are especially irksome, according to a recent study commissioned by ad tech firm InSkin Media.
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Article: UK Emails Are Seeing Their Clickthrough Rates Fall

eMarketer - 25 August 2017
Email marketing open rates in the UK were high in 2016, but clickthrough rates for those mailings fell, according to the latest annual email benchmarking report from trade group the Direct Marketing Association UK (DMA UK). And the reason behind the change might be a lack of compelling content.
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Article: Facebook and Twitter Now Have Original Content, but Can Viewers Find It?

eMarketer - 22 August 2017
Facebook and Twitter are dipping their toes into original programming, but without a centralized hub for this content, there isn’t a direct way for viewers to find them. What does that mean for brands that want to run in-stream ads during these videos? David Oksman, head of global strategic communications planning and US activation at Reebok, spoke with eMarketer’s Maria Minsker about the opportunity brands see and the potential challenges that lie ahead.
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Newsroom: Facebook Losing Its Appeal Among Teens & Tweens

eMarketer - 22 August 2017
In its latest forecast on US internet and mobile usage, eMarketer has reduced its usage estimates for Facebook users under 25. Yet for the same age groups, eMarketer has kept unchanged or adjusted higher its estimates for Snapchat and Instagram, suggesting younger social network users are turning away from Facebook in favor of other platforms.
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Article: Influencers Are Big in China, but Influencer Marketing Is Underutilized

eMarketer - 21 August 2017
Influencers are prevalent in the US, but in China, they’re huge. Influencers in China—or key opinion leaders [KOLs], as they’re known in the market—are a diverse community, representing different age groups and interests. So why aren’t more brands in China leveraging influencer marketing? Josh Steimle, founder and CEO of international digital marketing agency MWI, spoke with eMarketer’s David Green about why companies in China might be missing a key marketing opportunity.
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Article: Out-of-Home's Conversion to Digital Accelerates in the UK

eMarketer - 18 August 2017
Following a year in which digital out-of-home (DOOH) ad spending in the UK hit an all-time high, 2017 has seen the digitization of the UK’s out-of-home advertising continue to advance.
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Article: Many App Marketers Think Ad Fraud Is a Serious Problem

eMarketer - 18 August 2017
Ad fraud is a major concern for the majority of app marketers worldwide, according to a survey conducted by InMobi in July. The poll found that 59% of respondents thought of ad fraud as a serious problem that ad networks needed to address.
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Article: Cuba Is on a Slow Crawl Toward Increased Internet Access

eMarketer - 17 August 2017
Cuba is a country that continues to spark mystery and intrigue, thanks to a rocky relationship with the US and its status as one of the world’s few remaining communist states. Although it’s been more than 55 years since the enactment of the US embargo against Cuba, the mere mention of its name still evokes—for many—images of a land stuck in the 1960s.

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