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Articles by Nicole Perrin
Generative AI is here to stay: Where advertisers are spending their money | Article | Quirks.com
How generative AI is used in advertising Editor’s note: Nicole Perrin is the vice president of business intelligence at Advertiser Perceptions. 2023 was the year of generative AI, with tools like ChatGPT and Google Bard hitting the mainstream. Given their prevalence in the marketplace, advertisers started experimenting with these tools, using them to create content or to help with business development.
Attribution Will Make or Break Retail Media
Over the last year, the retail media space has experienced dramatic growth. Online retailers and legacy retail chains have created huge revenue streams by selling advertising inventory on their websites. But advertisers’ priorities are shifting—the Association of National Advertisers put out a report in January stating that 42% of advertisers are now questioning their investments in retail media networks. Why the change of heart, and how can retail media networks address their concerns?
Attribution Will Make or Break Retail Media Original
Join Brandweek, Sept. 11–14, for unrivaled networking and in-depth discussions with marketing leaders from WhatsApp, Coca-Cola, UPS and more. Sign up now to save 35% on your pass. Over the last year, the retail media space has experienced dramatic growth. Online retailers and legacy retail chains have created huge revenue streams by selling advertising inventory on their websites.
First-Party Data Reorients Media Sales
Advertisers' increasing reliance on first-party data will materially change the landscape of media planning, buying, and selling. It will re-establish foundational values that have been downplayed in the programmatic era. And it will eventually put publishers on a level playing field with the walled gardens, according to 68% of advertisers that Advertiser Perceptions interviewed in June.
Retail media ads are well-tolerated among users
Internet users don’t love digital ads, but they don’t hate all formats equally. Consumer surveys have found it’s interruptive ads that frustrate users most: ads that take over the screen, prevent users from reading text, or force them to wait before a video plays, for example. By contrast, they’ve been pretty open to “native” ad formats, where the ad fits in with the content on the page—especially if the message is somewhat relevant or useful.
eMarketer Podcast: Pandemic trends still shaping programmatic markets
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
eMarketer Podcast: What we think about retail media
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
eMarketer Podcast: What advertisers need to know about affiliate marketing
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
The Ad Platform: Competition heats up for SSPs
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
The Ad Platform: What Apple's latest privacy updates mean for marketers
At this year's Worldwide Developer Conference (WWDC), Apple announced several new privacy-protecting updates, including Hide My Email. Alex Cone, vice president, privacy and data protection at trade organization IAB Tech Lab, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Hide My Email will do, some of Apple's other recent changes, and whether the big tech platforms are more concerned about data protection than about privacy per se.
The Ad Platform: Checking in on media quality on CTV and beyond
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
The Weekly Listen: Productivity when WFH, the Netflix store, and turnaround companies
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
The Ad Platform: What to expect for Prime Day
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
Ecommerce channel ad spending surges forward
One of the pandemic’s overarching effects was accelerated digital transformation across the economy and society. A steep increase in the amount of retail sales transacted digitally buoyed digital ad spending last year and boosted digital advertising’s long-term prospects.
eMarketer Podcast: Taking another look at household-based ad targeting
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
eMarketer Podcast: What advertisers can learn from scenario planning
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
eMarketer Podcast: Where political advertisers spent on digital media in 2020
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
Achieving holistic attribution is more a journey than a goal
Join us to hear more from Nicole Perrin, eMarketer principal analyst at Insider Intelligence, as she covers how to confront today’s attribution challenges, including Apple’s AppTrackingTransparency framework and the deprecation of the third-party cookie. Click here to reserve your seat. Understanding how marketing touchpoints contribute to revenues is one of marketers’ most challenging yet vital tasks.
eMarketer Podcast: What Facebook's Q1 earnings mean, how Facebook Dating is doing, and a smart wristband
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
CTV and digital advertising: how Connected TV is one of the fastest growing channels in 2021
CTV is among the fastest-growing channels in digital advertising. We estimate CTV investments in the US grew by 40.6% year over year in 2020, to more than $9 billion. Do you work in the Marketing, Media & Advertising industry? Get business insights on the latest tech innovations, market trends, and your competitors with data-driven research. The following is a preview of one Media, Advertising, and Marketing report, the US Digital Ad Spending 2021 report. You can purchase this report here.
CTV is still among the fastest-growing channels in digital advertising
Connected TV (CTV) advertising was a beneficiary of pandemic trends and remains one of digital advertising’s fastest-growing channels. Last year, linear TV decreased in importance to advertisers, as cord-cutting accelerated and more programmatic CTV inventory became available than ever before. Consumers have increasingly cut the cable cord and spent more time with OTT video, especially video streamed to CTV devices. Naturally, advertisers have followed these viewers to the media channel.
eMarketer Podcast: How addressability and measurability are changing in digital advertising
Neustar Fabrick™ is a next generation customer identity platform that powers identity management, cross-channel planning, marketing activation, audience syndication, and analytics in a post-device ID world.
TV and OOH ad spending has peaked
TV ad spending in the US reached its highest point ever in 2018, a year that featured the Winter Olympics and a midterm congressional election—except no one realized it was a peak at the time. Linear TV had been stagnating for several years, though in early March 2020, the combo of the Summer Olympics and a big presidential campaign season looked set to generate a record $72.00 billion in US TV ad spending that year.
eMarketer Podcast: What's the right approach to collecting first-party data?
It seems like a given sometimes that brands should be collecting all the first-party data they can. Sharon Harris, global CMO at agency Jellyfish, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why that's the wrong approach, what brands should consider before collecting data from their audiences, and what they should do with it once they have it. Subscribe to the "Behind the Numbers" podcast on SoundCloud, Apple Podcasts, Pandora, Spotify, or Stitcher.
The Ad Platform: What's coming up for programmatic in the next 10 years
Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving.
Search advertising is resilient thanks to the ecommerce channel
Traditionally, travel advertisers including online travel agencies are among the biggest search ad spenders on Google. That business tanked last year, but ecommerce-related search advertising outperformed thanks to the supercharged digital retail environment. We estimate that search ad spending in the US reached $61.69 billion last year, up 10.4% over 2019 but more than $2 billion short of our March 2020 forecast for the year.
eMarketer Podcast: What to expect from the AppTrackingTransparency update
Neustar Fabrick™ is a next generation customer identity platform that powers identity management, cross-channel planning, marketing activation, audience syndication, and analytics in a post-device ID world.
eMarketer Podcast: Talking TikTok with Movers + Shakers
We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.
eMarketer Podcast: Google and user-level tracking, The Trade Desk's investments, and The Walt Disney Co.'s ad exchange
On today's episode, we discuss Google's recent announcement not to build alternative user-level identifiers or support them in their ad stack. How does this change the upcoming cookieless landscape, how does FloC fit in, and how might these changes affect consumer privacy?
eMarketer Podcast: Checking in on CryptoRTB and the latest in blockchain tech for digital media
The intermediation of programmatic transactions opened up a number of opportunities for fraud and data leakage in display advertising. Christiana Cacciapuoti, executive director at industry consortium AdLedger, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the latest tests of the CryptoRTB protocol, how it will help advertisers avoid fraud, and what advertisers need to understand about cryptography in programmatic transactions.
A new identity challenge for marketers: Apple’s mobile ad ID becomes opt-in
Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.
eMarketer Podcast: Brand Mentality™ and the future-forward marketing revolution
Sightly is a media/marketing technology company specializing in video advertising and analytics. Its new Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to help brands and agencies respond moment to moment with true future-forward marketing across YouTube, TikTok, CTV, livestream video and more. Learn how.
eMarketer Podcast: Why interoperability is the future of identity
Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.
eMarketer Podcast: Drivers of Google's ad business, YouTube shifting to CTV, and digital ad tolerance
Sightly is a media/marketing technology company specializing in video advertising and analytics. Its new Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to help brands and agencies respond moment to moment with true future-forward marketing across YouTube, TikTok, CTV, livestream video and more. Learn how.
eMarketer Podcast: What TV measurement still needs
Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.
eMarketer Podcast: Marketers' Biggest Measurement Challenges
Sightly is a media/marketing technology company specializing in video advertising and analytics. Its new Brand Mentality™ platform combines emotional and social intelligence with Anticipation Software™ to help brands and agencies respond moment to moment with true future-forward marketing across YouTube, TikTok, CTV, livestream video and more. Learn how.
eMarketer Podcast: Marketers' brand safety concerns on social media, Facebook's political content, and Google possibly leaving Australia
Tubi is FOX’s breakthrough ad-supported streaming platform, offering advertisers flexibility and ease to reach massive incremental audiences everywhere. It’s where best-in-class entertainment meets best-in-class streaming, with more than thirty thousand titles including shows, movies, live news, and break through entertainment across the FOX portfolio. Watch now.
Programmatic digital display advertising is having an identity crisis
WAN-IFRA WPE Berlin Flip-Pay is a turnkey solution for payments, subscriptions, identity management, customer service, finance and analytics across your entire estate. Installation is effortless and the customisation features make this the most powerful content monetisation platform available.
Programmatic digital display advertising is having an identity crisis
Advertisers, publishers, and their partners are now confronting changes to the infrastructure of platforms and devices that will have significant effects on how they do business. That includes the changes Apple has announced about what marketers can do with the Identifier for Advertisers (IDFA), as well as Google’s planned deprecation of third-party cookies in Chrome by early 2022.
US Programmatic Digital Display Advertising Outlook 2021
WAN-IFRA WPE Berlin Flip-Pay is a turnkey solution for payments, subscriptions, identity management, customer service, finance and analytics across your entire estate. Installation is effortless and the customisation features make this the most powerful content monetisation platform available.
US programmatic CTV video advertising will soar in 2021
According to a November 2020 poll from the Interactive Advertising Bureau (IAB), 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021. Among those planning to do this, 81% cited targeting and efficiency as a reason, while 55% pointed to incremental reach. Experts we interviewed cited two major inhibitors to further programmatic CTV video ad growth.
eMarketer Podcast: Roku on advertisers' evolving understanding of OTT and connected TV
Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.
eMarketer Podcast: What to expect for mobile ads in 2021
US mobile ad spending will reach $96.07 billion this year, lower than our pre-pandemic estimate of $105.34 billion. eMarketer principal analyst at Insider Intelligence Yoram Wurmser joins host Nicole Perrin to discuss why despite this year's blip, mobile ad monetization is on a better trajectory than before, how advertisers will deal with the SKAdNetwork, and what the future holds for contextual in-app advertising.
eMarketer Podcast: Where ecommerce channel advertising is headed, the department store's future, and Google and IAC
The third-party cookie is going away, the pandemic is disrupting behavior, and privacy is now an expectation. That’s why Neustar launched Fabrick™ - to give brands, publishers, and platforms sustainable options to future-proof their marketing. Fabrick combines powerful Identity-based solutions with trusted industry partnerships to solve today's challenges.
Ad Targeting 2021
Executive Summary Digital media—and especially programmatic methods of transacting—have brought never-before-seen levels of targeting to advertising. After years of threats to marketers’ standard operating procedures, a new targeting landscape is slowly but surely emerging. How will digital ad targeting practices be affected by the extended identity crisis?
Facebook, Google, and Amazon boast major Q3 growth as direct-response advertisers continue to drive ad revenues
Facebook, Google, and Amazon's Q3 2020 ad revenue growth rates all beat expectations. The triopoly noted that direct-response advertisers, especially in ecommerce, are major drivers of growth. Insider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer.
CVS launches new ad platform for CPG brands as retail media continues to be a bright spot amid the pandemic
CVS Pharmacy launched its new ad platform CVS Media Exchange. And the new ad platform will focus on consumer packaged goods (CPG) brands. Insider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer. CVS Pharmacy has launched a new advertising platform for CPG brands to reach shoppers in-store and on CVS' site, as well as across other digital properties.
What Facebook, Google and Amazon's earnings mean for our 2020 ad spend outlook
More icon Three evenly spaced dots forming an ellipsis: "...". Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. Facebook, Google and Amazon announced better-than-expected worldwide ad revenues in Q2. Google and Facebook cited the strength of direct-response advertiser demand as a boon to their businesses.
US ad revenues at Google are projected to decline 5.3% this year
More icon Three evenly spaced dots forming an ellipsis: "...". Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. This story was delivered to Insider Intelligence eMarketer Briefing subscribers earlier this morning. IInsider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer.
Despite an expected uptick in ad spending, media buyers don't anticipate spend to return to normal in 2020
More icon Three evenly spaced dots forming an ellipsis: "...". Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. This story was delivered to Insider Intelligence eMarketer Briefing subscribers earlier this morning. IInsider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer.
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