They are YouTube, TikTok, Instagram, and Snapchat. There are also more Gen X social network users than linear TV viewers, and YouTube is closing in.

Video has emerged as the most effective type of B2B marketing content and is a key component in the marketing distribution mix, ranking a close second to social media content.

US retail and ecommerce sales will maintain stable growth over the next five years, with pockets of opportunity emerging from new digital consumers and mobile-first online shopping trends.

After years of turbulence, UK ecommerce sales are growing again, albeit slowly. And there won’t be a significant shift over the next five years.

Amid shifting consumer priorities, competitive promotional activity, and an unusual calendar, brands and retailers must fine-tune their holiday 2024 marketing strategies to maximize sales during this critical period.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Whether social media can replace linear TV is debatable. But there’s no question that it’s a strong contender for linear TV’s audience and ad dollars.

Political campaigns embrace the creator economy: It's a recognition of creators' ability to influence voters and drive engagement.

US adults spend more time on Facebook (20 minutes) than any other platform, followed by TikTok (18 minutes), per our June 2024 forecast.

Neutrogena debuts product line on TikTok Shop in a bid to woo Gen Z skincare obsessives: The brand hopes to regain market share in the dermatological space after ceding ground to L’Oréal’s CeraVe and La Roche Posay.

Video marketing is essential for B2B success. From short-form social media videos to AI-driven content, this report explores strategies, platforms, and innovations shaping B2B video marketing in 2024.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. “It's on TikTok where Kamala is really shining,” said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris’s social media and campaign strategy.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per EMARKETER’s forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

While YouTube’s ad revenue is smaller than what Meta will generate from Reels on Facebook and Instagram, it’s neck and neck with TikTok, and far outpaces streaming platforms.