EMARKETER

EMARKETER, which was previously known as Insider Intelligence, is a subscription-based research firm that offers valuable insights and trends in the fields of digital marketing, media, and commerce.

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Articles

The Unofficial Most Unexpected Retailer Campaigns in 2025 (June)

3 days ago | emarketer.com | Marcus Johnson

On today's podcast episode, we discuss our unofficial list of the most unexpected retailer campaigns this year. This month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial themed list of the top eight retailers based on the most surprising marketing campaigns we've seen in the last six months.
China, US dominate global retail media ad spend

4 days ago | emarketer.com | Arielle Feger

Key stat: The majority (80.9%) of worldwide retail media ad spend will take place in China and the US this year, according to a March 2025 EMARKETER forecast. Beyond the chart: China has the world’s largest market for retail media ad spend, according to our “Worldwide Retail Media Ad Spending 2025” report. Outside of China and the US, the rest of the world’s share of retail media ad spend will grow slowly over the next few years, bolstered by markets in the UK, Germany, and Canada.
How Our Attention Is Shifting

5 days ago | emarketer.com | Marcus Johnson

On today’s podcast episode, we discuss our ‘very specific, but highly unlikely’ predictions for 2025. What would happen to the social media world if OpenAI bought Snap, what if Starbucks launched a Stablecoin, and why some companies might still want to buy linear networks. Join Senior Director of Podcasts and host Marcus Johnson, Vice Presidents of Content Suzy Davidkhanian and Paul Verna, and Principal Analyst Yory Wurmser. Listen everywhere and watch on YouTube and Spotify.
Retail’s DEI retreat: Backlash, betrayal, and the cost of silence

5 days ago | emarketer.com | Arielle Feger

This Pride Month, many retailers are retreating from DEI commitments, facing backlash from consumers and political scrutiny. What began as pledges to support marginalized communities is now giving way to silence—leaving brands caught between public expectation and political pressure.
How Our Attention Is Shifting

1 week ago | emarketer.com | Marcus Johnson

On today’s podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.
DoorDash's tech acquisition, product updates signal new era for its media network

1 week ago | emarketer.com | Arielle Feger

DoorDash is strengthening its media network through new ad products and the acquisition of tech company Symbiosys, aiming to help brands reach consumers both on and off its platform.
A new twice-a-year HIV prevention breakthrough drug comes with a high price tag

1 week ago | emarketer.com | Beth Snyder Bulik

The news: Gilead’s long-lasting injection for HIV prevention received FDA approval, but the breakthrough drug comes with a high price tag ($28,218 annual list price). One shot of Yeztugo (lenacapavir) every six months reduces HIV transmission by up to almost 100%. For context: Daily pills and monthly shots with similar efficacy for HIV prevention are already approved, but adherence is inconsistent and discontinuation rates are high.
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.
Private labels, genAI growth, and decreased DEI: 5 of the biggest stories of 2025 … so far

1 week ago | emarketer.com | Arielle Feger

In the first half of 2025, tariffs rattled retailers, consumer trust wavered in the face of muted DEI efforts, and fast-fashion platforms like Shein and Temu braced for policy whiplash. Meanwhile, private label products surged in popularity, and the retail world took a closer look at generative AI—not just for buzz, but for tangible impact across the shopper journey. Here are the top stories from H1 2025 and why they matter for the rest of the year.
Blending comedy and cause: E.l.f. SKIN’s bid to reach Gen Z

1 week ago | emarketer.com | Arielle Feger

E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection. The special, which roasts the sun itself, is meant to raise awareness among Gen Z consumers. Nearly two-thirds (64%) of Gen Zers often skip SPF, and only 34% consider skin cancer prevention their top reason to use it, despite 50% experiencing severe summer sunburns, according to e.l.f. Beauty.