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Top 10 Reports of 2016 | 2017 Sneak Peek

See what eMarketer content was hot in 2016 – plus, get a preview of the newest research to be released in the coming year! Request a quote to learn about ways to gain access to all eMarketer research.


Top Reports of 2016 – and a 2017 Preview

From our Snapchat advertising report to our country-by-country reviews, this is the content that our eMarketer PRO customers read most in 2016. Plus, get a sneak peek at the research we’ll be releasing in the coming year.

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1. Global Social Platforms 2016: A Country-by-Country Review of Network Usage

With every passing year, social networking plays a more essential role in the digital lives of consumers worldwide, but the platforms they use differ by country and demographic. The report examines usage of the leading social networks in Asia-Pacific, Europe, Latin America, the Middle East and Africa, and North America.
2. The New Digital Display Ad Tech Stack: A Simple Guide to a Complex Topic

Comfort with technology is no longer a mandate for just IT departments and advertising operations teams. The rise of programmatic advertising, the proliferation of new devices to advertise on and the promise of using new forms of data to improve ad experiences have publishers and media buyers desperately trying to make sense of the ever-expanding advertising technology options.
3. Cross-Border E-Commerce 2016: A Country-by-Country Look at Consumer Behavior and Trends

This report examines how and why shoppers in markets in Asia-Pacific, Europe, Latin America, Middle East and North America buy on foreign e-commerce sites. 
4. Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives

In its first five years, Snapchat has attracted millions of users and several brand advertisers, but also criticism of its initial ad offerings, which only debuted last year. The company's actions over the past several months have largely changed those opinions, and ad dollars are starting to rush in.
5. Virtual Reality and Beyond: The Current State and Future Potential of Immersive Digital Marketing Experiences

With the first stage of consumer-ready virtual reality and augmented reality technologies coming to market in 2016, marketers have a new, immersive medium through which they can engage audiences in compelling ways. 

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6. Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators

As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers. 

7. US Millennials at Key Life Stages: How Younger and Older Segments Differ and Converge

Adult millennials in the US range from those who are still essentially kids to those raising their own kids. Not a cohesive whole, this population is better understood by examining its members at distinct life stages they inhabit - from freshman-dorm denizens to suburban homeowners and parents. 

8. Worldwide Ad Spending: The eMarketer Forecast for 2016

Global advertising expenditures will rise 5.7% in 2016 to $542.55 billion. Although growth will not be as strong as originally expected, it will continue at a healthy pace throughout the forecast period, fueled by increased digital and mobile ad investments from advertisers worldwide. 

9. US Programmatic Advertising: Seven Things Buyers and Sellers Need to Know Now

Programmatic advertising, an automated method of buying, selling or fulfilling advertising, already accounts for more than half of the US digital display ad spending. Rapid growth and adoption of programmatic advertising in areas such as video and mobile are trends in their own right, but they aren't the only advancements buyers and sellers need to know about when it comes to ad automation.

10. The Changing Path to Purchase: What It Means to Add Mobile to the Mix

As mobile usage becomes ubiquitous, the path to purchase is becoming less defined. Shoppers are always connected, well-informed and often quick to convert both digitally and in-store. The traditional shopping phases still exist, but once smartphones are introduced, behavior shifts. 

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»Worldwide Video Viewers
»Digital Display Ads: Key Trends for 2017
»Millennial Shopping
»Digital Video Advertising Best Practices 
»Time Spent with Mobile Apps vs. Mobile Web
»Measuring Influencer Marketing
»Digital Storytelling & Content Sequencing
»Chat Apps
»Marketing Technology
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