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    Article
     | 
    MAY 14, 2019
    Most business-to-business (B2B) marketers do some sort of content marketing, but they often do not measure the payoff of their content efforts.
    Audio
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    MAY 14, 2019
    eMarketer principal analyst Mark Dolliver discusses ways that marketers can reach millennial parents. How are young parents different from those of earlier generations? How well does out-of-home advertising work for them? And in what ways are these youthful consumers similar to their older counterparts?
    Article
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    MAY 14, 2019
    Finding the right balance when serving personalized content to consumers can be tricky. But marketers that do this successfully understand that fostering better communication with their target audience is key.
    Article
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    MAY 11, 2019
    While the ability to identify customers across marketing channels has improved, most marketers still struggle to deliver data-driven experiences across all touchpoints.
    Audio
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    MAY 11, 2019
    eMarketer vice president of multimedia Paul Verna joins us to discuss how some TV ads lose effectiveness when they’re not viewed in real time. Considering the high percentage of ads that are time-shifted, this is a potential concern for traditional TV advertisers.
    Article
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    MAY 10, 2019
    In this modern age of entertainment, one screen is no longer enough to satisfy most. We forecast 180.8 million US adults will be two-screen viewers in 2019—meaning that 70.1% of the adult population will use a computer or mobile device to browse online while watching either digital video or traditional TV.
    Article
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    MAY 10, 2019
    After initial signs of success, Kohl’s will expand its Amazon returns program nationwide in July. The pilot program, which launched in Chicago and Los Angeles in 2017, performed particularly well, leading to 9% growth in new customers and 8% growth in revenues compared with national growth of 1% and 2%, respectively, according to payment data analyzed by Earnest Research.
    Audio
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    MAY 10, 2019
    eMarketer vice president of research Jennifer Pearson and principal analyst Mark Dolliver discuss Mother’s Day shopping, spending and digital usage habits in the US.
    Audio
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    MAY 9, 2019
    eMarketer principal analyst Nicole Perrin and forecasting analyst Eric Haggstrom discuss the shift from print to digital news in the US. How many people still read newspapers and magazines? How much ad spending is flowing to print media?
    Audio
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    MAY 8, 2019
    eMarketer vice president of multimedia Paul Verna talks about how the context of when, what and how someone is watching video matters. Are OTT ad dollars starting to catch up with viewership? And is the TV the most important device?
    Article
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    MAY 8, 2019
    According to a March 2019 RetailMeNot study, internet users looking for more information in-store often skip approaching retail associates and go directly to their smartphones. Sixty-nine percent of respondents said they would look for reviews on their phone first, and 53% would search for deals before speaking with an employee.
    Article
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    MAY 8, 2019
    We estimate US advertisers will spend $12.22 billion on open exchanges and $11.56 billion on PMPs this year. By 2021, $15.97 billion will be spent on PMPs, and $13.77 billion will be spent on open exchanges.
    Article
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    MAY 7, 2019
    Direct-to-consumer (D2C) brands have traditionally relied on Facebook for cost-effective, performance-based marketing. But with climbing rates and uncertainty surrounding the roll back of Facebook’s ad-targeting features, D2C marketers have started diversifying their advertising strategy.
    Audio
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    MAY 7, 2019
    eMarketer’s principal analyst, Mark Dolliver and vice president of multimedia Paul Verna talk about how older folks are being left behind in the digital world. How big is the digital adoption gap between younger and older Americans? At what age does digital adoption drop off? Is there an older digital audience that advertisers are overlooking?
    Audio
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    MAY 6, 2019
    eMarketer vice president of multimedia Paul Verna and forecasting analyst Eric Haggstrom discuss this year's digital NewFronts. Where do most viewers watch Hulu's content? What are these new "binge ads"? And what did they think of YouTube's presentation?
    Article
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    MAY 6, 2019
    Agencies have always operated in a competitive market, but now, they must contend with brand clients bringing marketing tasks in-house and consultancies encroaching on their turf.
    Article
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    MAY 3, 2019
    Amazon’s US digital ad revenues will grow 53% in 2019, as it continues to steal share from the Facebook-Google duopoly. That will amount to $3.92 billion in incremental US ad revenues this year, or 82% of Amazon’s worldwide total. And nearly half (43.9%) will come from mobile ad spending.
    Audio
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    MAY 3, 2019
    eMarketer principal analyst Nicole Perrin discusses the declining ad fraud problem. How is ad fraud affecting the industry? And how is the industry fighting back?
    Article
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    MAY 3, 2019
    US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, we expect the portion of programmatic spend that goes to video to remain steady.
    Article
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    MAY 2, 2019
    This Mother’s Day, gift givers will spend a record-breaking $25.0 billion on their mothers and other women in their lives, according to an April 2019 report from the National Retail Federation (NRF). This figure tops last year’s spending of $23.1 billion.
    Audio
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    MAY 2, 2019
    eMarketer principal analyst Nicole Perrin discusses a recent survey on Google search users and breaks down the company’s Q1 2019 financial earnings.
    Article
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    MAY 1, 2019
    Despite being in its infancy, we expect programmatic TV ad spending will reach $4.73 billion by 2020, or 6.8% of TV ad spending that year.
    Audio
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    MAY 1, 2019
    In this episode of "Behind the Numbers," eMarketer principal analysts Yory Wurmser and Paul Verna cover the importance of voice to marketers, the new video streaming services from AT&T and NBCUniversal, and why Airbnb is investing in TV content. "Behind the Numbers" is sponsored by LinkedIn Marketing Solutions. Listen in.
    Video
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    MAY 1, 2019
    In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen breaks down the impact of Brexit on the Google-Facebook duopoly. Watch now.
    Video
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    APR 30, 2019
    In today's "eMarketer Daily Forecast" video, senior forecasting analyst Chris Bendtsen identifies the major global digital ad sellers, and why others are struggling to compete. Watch now.