Becky Schilling

Jan 27, 2025 | emarketer.com | Becky Schilling

As marketing becomes more directly tied to revenue goals, the ability to measure and report on its impact has declined. Some of that can be attributed to signal loss as the industry moves away from third-party tracking to more privacy-safe identifiers. Today’s audiences are also spread across multiple channels and devices. This makes it harder to track the customer journey and attribute results to specific marketing efforts. "The role of a CMO...

Dec 1, 2024 | emarketer.com | Becky Schilling

Retail media was the fastest-growing ad channel we tracked in the US in 2024. While that growth will slow slightly (from 20.4% to 20.2%) in 2025, it’s still primed for innovation—and challenges. Here’s what our analysts and podcast guests had to say about retail media, with insights into what it means for 2025.

Oct 20, 2024 | emarketer.com | Becky Schilling

While ad spend allocated to in-store retail media has yet to take off, consumers are ready and willing to engage with digital in-store formats, according to a new survey by EMARKETER in collaboration with Placer.ai. “In-store retail media is in its early innings, but both retailers and advertisers are motivated by the possibility of reaching shoppers where over 80% of retail sales take place,” our analyst Sarah Marzano said.

Oct 15, 2024 | emarketer.com | Becky Schilling

The majority (77.7%) of ad spend in the US is digital. Retail dwarfs all categories in terms of sheer size, but its position as a growth driver falls this year as telecom takes the top place. From media and entertainment slump to food falling behind in consumer packaged goods (CPG), our analyst breaks down what’s driving digital ad spend growth in 2024. 1. Breaking tradition, retail’s digital US ad spend growth (10.6%) falls below the overall growth rate of 12.6%.

May 15, 2024 | emarketer.com | Becky Schilling

Retail and ecommerce comprise the buying of goods from a brand or retailer either at a brick-and-mortar location or online. And both sectors are in the midst of major transitions. Key stat: In 2024, EMARKETER forecasts US retail sales to reach $7.450 trillion, a 2.8% increase YoY. Physical retail accounts for 83.7% of those sales, but ecommerce sales are growing faster than physical retail sales (8.2% versus 1.8%, respectively).