Peter Clark

New York

Editorial Partner at a16z

Editorial @a16z Tech. Internet. TV. Movies. Books. Art. #gamedev. He/Him.

Articles

OTT reaches over 250M people in the US

1 week ago | emarketer.com | Peter Clark

Key stat: Over 260 million people in the US—more than 77% of the population—will watch over-the-top (OTT) video this year, according to a March EMARKETER forecast. Of these, nearly all will be watching YouTube. Beyond the chart: US local connected TV (CTV) and OTT video ad spending is expected to grow 9.1% this year, reaching $2.79 billion, according to BIA Advisory Services and Premion. Three-fourths of the US population owns a smart TV as of 2025, according to a March report from Edison Research.
Tariffs, TikTok tumult, and Google fallout: 2025's top marketing stories… so far

1 week ago | emarketer.com | Peter Clark

Believe it or not, the year is already halfway over. For advertisers, it's been a whirlwind with economic upheaval, massive AI adoption, Google upending search, and working hard to understand Gen Z. Oh, and remember when TikTok went dark for a weekend? Here are some of 2025's biggest marketing stories so far.
Game players are split on in-game ads

2 weeks ago | emarketer.com | Peter Clark

Key stat: Almost a third (32%) of US and UK game players actively ignore in-game ads, while the same number finds them helpful, according to May data from Attest. Beyond the chart: Players of story-driven, single-player games are most impacted by in-game ads, with 53% of them saying those ads have at least somewhat of an impact on them, per March data from CivicScience. Some 43.8% of US game players have encountered reward-based ads that occur in-game, according to a January survey from Attest.
Over 90% of US consumers worry about AI misinformation

2 weeks ago | emarketer.com | Peter Clark

Key stat: A large majority of US consumers are somewhat (26%), very (32%), or extremely (34%) concerned about AI spreading misinformation, according to an August 2024 survey from the Pew Research Center. Beyond the chart: Almost two-thirds of worldwide millennials (62%) trust AI to give them accurate information, per November 2024 data from Five9. Only a quarter of worldwide baby boomers trust AI's accuracy, according to Five9.
Apple set to receive top marketing award from Cannes despite rocky year for campaigns

3 weeks ago | emarketer.com | Peter Clark

Apple will receive the 2025 Cannes Lions Creative Marketer of the Year at this year’s Cannes Lions event. But though the award is meant to celebrate the iPhone maker’s iconic body of advertising work over the years, it comes as Apple faces backlash over recent campaigns. It's the second time that Apple has received the Creative Marketer of the Year award, first winning it in 2019. The honor went to Unilever in 2024 and to AB InBev in 2023.
4 stats every B2B marketer should know about brand marketing in 2025

3 weeks ago | emarketer.com | Peter Clark

This article was compiled with the help of generative AI based on data and analysis that is original to EMARKETER. Performance marketing still rules, but brand marketing is breaking through. While performance marketing satisfies short-term goals, brand marketing supports long-term growth by building trust, credibility, and lasting differentiation in crowded markets. A new report from EMARKETER and StackAdapt shows a clear shift in how brands are approaching their marketing mix in 2025.
Consumers adopt AI tools to comparison shop

3 weeks ago | emarketer.com | Peter Clark

Key stat: Over 4 in 10 (44.4%) of US Adults are somewhat or very likely to use an AI tool like ChatGPT or Copilot to research potential purchases, according to April data from Attest. Beyond the chart: Only 17% of US full-time professionals at large companies either frequently or very frequently use AI tools in their day-to-day tasks, per a March survey from Workera.
Most consumers prefer to buy alcohol in person

3 weeks ago | emarketer.com | Peter Clark

Key stat: Almost three-fourths (74%) of consumers prefer to shop in-store for alcoholic beverages versus only buying them online (7%), according to March data from ThinkNow Research. Beyond the chart: Over half (55%) of consumers worldwide say price is their top purchasing criteria, per a March report from EY. Some 83% of Gen Z adults typically purchase alcohol at a supermarket or in a liquor store, according to October 2024 data from Attest.
Seeing products IRL keeps people coming to stores

1 month ago | emarketer.com | Peter Clark

Key stat: 51% of global shoppers say the top reason they shop in-store is to experience products firsthand before buying, according to February data from Criteo. Beyond the Chart:Respondents say that saving time (48%) and easier price comparison (45%) are the top reasons they shop online, per Criteo. Physical retail sales will be 83.1% of the total US retail sales in 2025, according to our February forecast.
B2B brands up influencer marketing budgets

1 month ago | emarketer.com | Peter Clark

Key stat: Over half (53%) of US B2B marketers have a growing dedicated budget for influencer marketing, according to September 2024 data from TopRank Marketing and Ascend2. Beyond the chart: 56% of US B2B marketers who use influencer marketing say social media posts are the most effective content types, according to the TopRank Marketing data.