Social commerce only drives a fraction of ecommerce sales, but it's picking up speed. Between 2016 and 2018, social networks as a last-touch channel have doubled in visit share to US retail sites, according to Q3 2018 data from Adobe.
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Social commerce only drives a fraction of ecommerce sales, but it's picking up speed. Between 2016 and 2018, social networks as a last-touch channel have doubled in visit share to US retail sites, according to Q3 2018 data from Adobe.
This year will mark a milestone for digital video advertising in the US, according to eMarketer’s latest ad spending forecast. In 2018, video will grow nearly 30% to $27.82 billion. That means video ad spending will make up 25% of US digital ad spending.
US digital ad revenues at Amazon will more than double this year, eMarketer estimates, moving it up the ranks past Oath and Microsoft to take the No. 3 position behind Facebook and Google.
Executive Summary Concerns about brand safety are nothing new—one well-worn example is that of an airline that wants to make sure its ads don’t show up next to news of an air tragedy. Everyone from marketers to consumers can easily understand why brands don’t want to associate with content that makes them look bad in any way. Still, the past 18 months have been full of brand safety controversies, suggesting that some of these concerns fell by the wayside and brands are waking up to them again. YouTube, with its long tail containing controversial video content, and Facebook, with its Feed tainted with “fake news,” were significant sources of brand safety scandals in 2017, but US advertisers continue to pour more than nine in 10 new digital ad dollars into the Facebook-Google duopoly. The rise of audience targeting and people-based marketing has allowed brands to follow their customers wherever they go—but that has led those brands into some unsavory places, and now many are looking to whitelists, blacklists and private marketplaces to get back out. The flight to quality is accompanied by renewed interest in contextual targeting, with publishers and platforms ready to remind brands that the right context can also boost ad effectiveness. Virtually all brands are making changes in how they operate in digital media to be safer going forward. This includes demanding more transparency and investing more ad dollars in quality environments.
Digital ad spending in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam is poised to swell thanks to heavy mobile investment across the region.
Email remains an extremely reliable and popular way for brands to communicate with their audience, with an enviable return on investment. Though there are few signs of adoption waning, many marketers are working to head off future problems of relevancy by embracing sophisticated data practices and emerging technologies.
Social network marketing has reached a saturation point, with 88.2% of US companies using at least one of the major platforms this year. But that doesn’t mean growth is stagnating for all social venues, according to a new eMarketer forecast.
