eMarketer has revised upward its projections for programmatic ad spending in the US, with increases driven primarily by mobile and video. By next year, three-quarters of all programmatic digital display ad spending in the US will go toward mobile.
The record-breaking adoption of Pokémon Go has stifled arguments that mobile apps have seen their heyday. But one runaway hit doesn’t diminish two significant challenges faced by app developers: acquiring and retaining high-value users. Every app now competes with more than 2 million others in each of the leading app stores. Getting discovered and downloaded is more challenging than ever, and retaining users is getting more difficult, too.
Running campaigns on the back of offline events in a timely manner—aka “moment marketing”—is becoming increasingly important in the UK. More often than not, such campaigns are being triggered by live sports events.
Vietnam is home to a booming ecommerce market, with eMarketer projecting 20% annual growth in sales this year and next. And digital buyers are hitting up digital retailers frequently: Over 50% make online purchases more than once per month, including 1…
Over half of US smartphone users had visited a retailer’s website or app before making an in-store purchase as of May 2016. More than 50% also said they used a search engine before completing such a purchase.
Jonah Berger, a professor of marketing at The Wharton School of the University of Pennsylvania and author, spoke with eMarketer about how word-of-mouth influences consumers online and offline.