2021 media kit - insider intelligence

2021 Media KitI N F L U E N C EE N G A G ER E A C H

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*Demos based on Annual Visitor Survey, January 2020.

LATAM

8%

APAC

18%NA

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20%

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What Percent of US B2B Professionals’ Revenue Goals Were Met in 2019?% of respondents, Jan 2020

Note: numbers may not add up to 100% due to roundingSource: 6Sense and Heinz Marketing, “The State of Predictable Revenue Growth,” March 19, 2020

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100%+ 17.8%

25.8%80-89%

11.7%70-79%

0.9%<70%

90-100% 44.1%

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qPOSITION & INFLUENCE

RETAIL INDUSTRY TRENDS 2019 ROUNDUP

Presented by

Americans are poised to spend $590.67 billion in retail ecommerce in 2019, with a year-over-year growth rate of 12.8%. eMarketer has curated this special industry package of articles, insights and forecasts to break down the key trends in retail ecommerce today.

December 2019

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INDUSTRY INSIGHTS: CES SPEAKER SERIES 2020 MADE POSSIBLE BY: 11

MARKETERS ARE FRUSTRATED WITH LEGACY DATA MODELS

This post was contributed and sponsored by ALC.

Deep beneath the consumer product face of CES is an active and vital exchange between agencies and the data and technology layer of the marketing and advertising ecosystem. At this year’s CES, vendors that took the time to listen and receive an education. Across the board, agencies voiced frustration with the state of data—and sharp concerns about the coming year. Here are three themes that emerged:

Data Business Model

At a basic level, today’s agencies are unhappy with the current state of the data industry. They’re tired of the confusing labels and the fractured offerings. They’re tired of having to string together various specialized solutions and watch their dollars be divvied up across the many hands that touch any given piece of data or the consumer experience. And yet their legacy data providers aren’t delivering the innovation needed to be a one-stop shop. Agencies want a simple, understandable, privacy-compliant path to consumer identity, and they don’t want to have to stress over the specific types of data needed to get them there.

Moreover, agencies want to find price stability in the realm of data. They want to be able to extend their implementation of data without worrying about incremental costs. They’re frustrated with inflexible, complacent legacy data providers that aren’t willing to evolve their engagement models for their specialized needs. Without flexibility and predictability in data costs, it’s hard to provide clients with comprehensive, consistent guidance and support around consumer identity.

Competitive Conflicts

The frustrations with legacy data providers don’t stop at inflexible engagement models. Increasingly, we’re hearing competitive concerns among marketers about their data providers, particularly when it comes to vertically integrated data providers and agencies. Marketers are rightfully worried that they might be working with a data provider that is owned by a competitive agency or one that works with their competition. Given that first-party data insights represent the single greatest competitive advantage in today’s marketplace, such concerns are very warranted.

The Economy

Finally, the complacency and competitive conflicts of legacy data providers spark a separate anxiety among agencies regarding the state of the economy. Economists might not agree when a downturn will hit, but most agree one is on the horizon. When it comes to an agency’s data needs, this looming macro-economic concern calls into question the viability of venture-backed alternatives to legacy data companies. Most agencies agree that their data needs have evolved to the point of needing to look beyond their entrenched data partners, but understanding the stability and future prospects of any given potential partner presents challenges.

As this year’s CES, we heard a lot of excitement about new horizons in data-driven marketing, but the growing concerns of today’s agencies also came through loud and clear. The need for flexibility, independence and stability in the next generation of data partners is evident, and the future belongs to those that can deliver.

—Rick, CEO, ALC

Digital advertising in the US is on pace to surpass traditional media ad spending by 2019. eMarketer has created this infographic Snapshot to provide a key to US digital ad spending trends, including how digital fits into the total media ecosystem, how mobile fits into digital, and how quickly advertisers across industries are increasing their digital budgets.

December 2018

US DIGITAL ADVERTISING SNAPSHOT

presented by

INDUSTRY INSIGHTS: CES SPEAKER SERIES 2020

Made possible by

In January, more than 175,000 tech enthusiasts gathered at CES 2020 in Las Vegas for a preview of the world’s most exciting new products. eMarketer spoke with speakers at this year’s event about their takeaways and predictions for 2020.

t Analyst ReportsLicense eMarketer’s paid

subscriber reports.

t RoundupsCustomized collection of

eMarketer articles, charts and interviews.

t SnapshotsCollection of eMarketer infographics of industry

leading data.

Content Sponsorships

t Industry InsightsEditorial interviews on a

thought provoking theme or industry event.

US Digital Advertising Snapshot PRESENTED BY Copyright ©2018 eMarketer, Inc. All rights reserved.

3 Predictions for Digital Marketing in 2019

This post was contributed and sponsored by Criteo.

Advertising is changing. Facebook and Google own 25% of global ad spend. Amazon is getting into the ad game. Social media is mature, but each channel is anything but stable. In the world of ad-tech, the talk has gone from platforms to ecosystems. Marketers aren’t talking through strategies for new platforms anymore. We’re talking about strategies for navigating the existing ones.

On the horizon, there are new AI-powered advancements coming to the world of advertising. Chatbots, virtual reality, hyper-personalization–these are things that will become commonplace in 2019. Here are three major trends that marketers should expect next year:

No. 1: Social Engagement = Video

One recent survey from fall 2018 showed that only 36% of US teens use Facebook on a monthly basis. In general, Gen z social media trends point to YouTube, Instagram and Snapchat as the favored channels.

In 2019, we can expect Facebook and Twitter to keep emphasizing streaming video in order to keep up. With competition from visual-first mediums like YouTube, Instagram and Snapchat, it’s clear that social needs to be mobile, engaging and movie-like to keep user attention. Watch out for messaging, too–Facebook Messenger recently enabled autoplay video ads within the platform itself.

How do you get users to actually watch video ads? Well, marketers have to start thinking about how to optimize the creative in real-time.

No. 2: CPMs Get a Lot More Interesting

If we’ve learned anything from major ecommerce players, it’s that an ecommerce site can be built into an ecosystem for brands and consumers alike.

New technology and retail-brand partnerships will keep paving the way for retailers to activate not just the shoppers that convert on their website, but the audience that visits. Brands will start paying more on a cost-per-thousand impressions (CPM) basis because dynamic product pages will allow them to work with retailers to target the best potential customers for awareness, consideration and conversion.

No. 3: Ads Get Intelligent, Everywhere

Phones, cars, refrigerators, coffee machines. In a smart home, there are more screens than ever before. That marks a big opportunity for marketers, but only if they don’t annoy shoppers with irrelevant ads.

The stakes for intelligent, AI-powered ads are going to get higher in 2019 as ad-tech strays into the world of the third, fourth and fifth screen. Companies will start experimenting with even more hyper-personalized ad campaigns and deploying them in new ways–as long as teams can activate the data at their fingertips.

In an environment where people are more ad-sensitive and ad-blind than ever, we will see even more focus on data-centric campaigns that don’t just offer products, but offer experiences.

The Ad-Tech Renaissance

Good ads today need to be more than ads. They need to be memorable experiences that offer something that reminds, engages or inspires the shopper. It’s a full funnel journey that tracks across the awareness and consideration phases down to conversion. At each touchpoint, every consumer experience has to be individualized and relevant, otherwise your campaigns go unnoticed and impatient shoppers will go onto the next thing.

Intelligent ads are going to pop up in messengers, chatbots, and, of course, across the smart home. But to actually work, every ad-tech campaign is still going to have to start with the same thing: a good ad.

Larger retailers are beginning to act more like digital media companies by leveraging their web traffic and first-party customer data into ad businesses. This eMarketer Report features analysis of the emerging space of digital retail media and key players in the market.

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GUARANTEED REGISTRATIONS

In-app ad spending continues to see steady gains over mobile web, as most engaging smartphone activities become increasingly app-based. In addition, time spent is growing for mobile users with primarily app-based social platforms (Snapchat), digital audio (Spotify and Apple Music) and video (YouTube).

But don’t count out mobile web. Programmatic remains a foothold for its ad spend growth, as well as popular user activities like looking for news, reading articles and shopping.

By 2020, mobile ad spending will surpass all traditional media combined. According to our estimates, mobile will account for $76.17 billion of US media ad spending in 2018. That's more than TV ($69.87 billion)—and it's signi�cantly more than print ($18.74 billion), radio ($14.41 billion) and out-of-home ($8.08 billion).

By the end of the forecasting period (2022), mobile ad spending is expected to more than double that of TV. The channel will make up $141.36 billion of US media ad spending, while TV will account for $68.13 billion.

In-App vs. Mobile Web

Key Ad Trends: Mobile vs. Traditional

Traditional50.3% ($112.56B)

Mobile34.1% ($76.17B)

Mobile48.8% ($141.36B)

Traditional35.1% ($101.62B)

2016

Mobile Web27.3% ($12.86B)

In-App72.7% ($34.23B)

2017


In-App77.7% ($44.62B)

2018


In-App80.9% ($61.59B)

2019


In-App82.6% ($77.03B)

2018

2022

RETAIL INDUSTRY TRENDS 2019 ROUNDUP SPONSORED BY: 4

OVERVIEW

Americans are poised to spend $590.67 billion in retail ecommerce in 2019, with a year-over-year growth rate of 12.8%.

Ecommerce spending growth will be driven by a 2.6% gain in digital buyers (to 195.3 million) and an 10% gain in spending per buyer (to $3,000). “The data suggests that the US ecommerce market is nearing a saturation point as it grows more in line with that of the total internet population,” said Andrew Lipsman, eMarketer principal analyst and lead analyst of our latest report collection “Global Ecommerce 2019.”

“To keep growing at double-digit rates, future channel growth will increasingly rely on continued strong gains in the spending rate per buyer.”

US digital buyer penetration will surpass 80% for the first time, climbing from 79.6% in 2018 to 80.5% of internet users this year. Every cohort between the ages of 18 and 54 will have digital buyer penetration of greater than 80%, with 25- to 34-year-olds owning the highest penetration at 89.6%. Those in the older millennial demographic, which represents nearly 40 million digital buyers and more than 20% of the digital buyer population, are especially important due to their propensity for new household formation when long-term purchasing habits are established.

The most underpenetrated digital buyer demographics are teenagers ages 14 to 17 (who may not have their own disposable income to spend online) and those ages 65 and older (who did not grow up with the internet and are less inclined to make purchases online).

Amazon Prime members represent a large and important segment of the US ecommerce market. We estimate the number of Prime users will grow 9.4% to 122.1 million in 2019, representing 66% of all digital buyers and significantly outpacing overall digital buyer growth. That said, growth in Prime users is decelerating—down from 20.0% in 2017 and 12.2% in 2018—as it attains a higher level of US market penetration. Growth rates will continue to fall over the next few years.

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RETAIL INDUSTRY TRENDS 2019 ROUNDUP SPONSORED BY: 13

RESEARCH FINDS RETAIL BRANDS AREN’T SENDING ENOUGH MESSAGES

This post was contributed and sponsored by Braze.

Strong customer and brand relationships are built on thoughtful communication. When brands send messages at the right frequency for their audience, they can see more opens, stronger engagement and higher conversions. When they send too many or too few messages, they run the risk of overwhelming consumers or miss prime opportunities to build loyalty.

To help retail brands make the most of their customer messaging, research conducted by Braze has identified the email, push notification and cross-channel messaging send frequency averages for those industries, as well as the frequencies that result in the strongest engagement. One surprise? Most retail companies aren’t sending enough messages to see optimal performance.

Retail Industry Send Frequency: There’s Room for Improvement—And More Frequent Messages

Push notifications are gaining steam in the retail world, with our research finding that there was a 245% year-over-year increase in push notifications sent by leading retailers from 2017 to 2018 during the two weeks leading up to and including Christmas. So while you’re striving to hit the optimal push frequency benchmark of two to four monthly push notifications per user, consider cutting through the noise by leveraging advanced push techniques like push stories and rich push to create a standout user experience.

Braze data suggests that retailers are underutilizing email—but that they should be cautious about sending too many additional messages. Depending on what your brand is looking to do (increase open rates, boost app engagement, or drive more conversions, for instance), getting closer to that magic number while keeping a close eye on your engagement metrics is probably wise. But make sure to test before raising your email rates too much.

Optimal Send Frequency: How to Get There

There’s a major opportunity for retail brands to see stronger results by increasing how often they’re messaging their users—but if the outreach you’re sending isn’t relevant and valuable to the people you’re sending it to, you’re probably better holding off. Start out by assessing how your brand compares to both the industry average and optimal send frequency, then use message testing to try out higher and lower frequencies until you find the sweet spot for your company.

To ensure you’re up to speed on today’s major messaging channels and what they’re capable of, check out the Braze guide to channel expansion.

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Sample Advertisers

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Sarah Kim Account Director, Media Solutions & Strategy

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2021 media kit - insider intelligence

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