EMARKETER

📣 Coming in Early 2025: EMARKETER’s AI Search 📣 Get ready for a faster, more intuitive way to access trusted insights with AI Search, launching exclusively for PRO+ subscribers. Here’s how AI Search helps: ✅ Streamline research for strategy decks, media plans, and pitches ✅ Access accurate, relevant data instantly from the search bar ✅ Get results sourced exclusively from vetted EMARKETER content Ready to see it in action? Schedule a demo today and discover how AI Search can elevate your work: https://lnkd.in/eWgSWRjU

The US often feels like the center of the creator economy, and in many ways, it has the most developed ecosystem. But the creator economy is booming worldwide. In fact, brands in some emerging ad markets have been ahead of the curve when it comes to influencer marketing adoption. In the US, EMARKETER expects influencer marketing spending to reach $10 billion by 2026. In the GCC, for example, many brands likely spend more of their budget on influencers and creators than US marketers do. That’s a testament to the power of creators in the global digital economy. Thank you to the 1 Billion Followers Summit and Jim Louderback for inviting me to Dubai to speak and connect with creators and industry professionals from around the world. (Kudos to whoever can spot the Crown Princess of Dubai in the audience in the first photo). #1billionsummit

Between the National Retail Federation Big Show and our Uncorking Insights event, our retail analysts have been busy these last few days! Here’s a quick recap: 🎤 Sarah Marzano sat down with Mark Williamson, AVP Retail Media at Costco Wholesale, to discuss Costco’s unique marketing approach and how the Costco Advantage positions the company as a powerful force in the Retail Media Network Ecosystem. 📲 Sky Canaves joined Linda Li Steiner, Head of Customer Activation & Marketing at H&M, and Fernando Rosa, President of Havaianas Brazil at Alpargatas S.A., to explore the $100B+ social commerce opportunity and how brands are connecting with Gen Z where they live. 🛍️ Max Willens shared the stage with Aaron Dunford, VP of Media at Nordstrom, and Monique Perlmutter, Sr. Director of Roundel Partner Solutions Group at Roundel, to discuss how retail media networks are navigating the off-site revolution. 🍷 Following the overwhelming success of our December event, our team hosted a second 𝗨𝗻𝗰𝗼𝗿𝗸𝗶𝗻𝗴 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 last evening, focused on 2025 Retail and Digital Advertising Trends. Guests enjoyed an evening of networking, discussions on the top trends our analysts are watching in 2025, curated wine pairings, and an exclusive demo of our new AI Search tool, launching this March. Learn more: https://lnkd.in/eUrv7Dvz A special edition of the Reimagining Retail podcast, recorded at the event, will be available tomorrow morning on Apple Podcasts or wherever you listen to podcasts: https://lnkd.in/eEbqWuVX Thank you to everyone who attended our analysts' sessions at NRF or joined us last night at the Axel Haus. Check out the highlights below and let us know which retail and digital advertising trends you’re most excited for in 2025. ⤵️

2025 is set to bring more disruption to digital advertising. Our analysts are closely monitoring key shifts, including increased regulation, retail media and AI reshaping search, and the growing influence of creators. Access our research to understand how evolving Big Tech regulations will impact ad strategies, why retail media, social search, and AI are challenging traditional search ads, how streaming platforms are addressing subscriber churn, and more: https://lnkd.in/eHSPU-uP

How can social platforms start capturing serious search ad dollars? On today's episode of the Behind the Numbers podcast: 👉 2025 social and creator economy trends 👉 How shopping will get even more social 👉 How brands will be fighting their way into your messaging apps Watch the full episode featuring Jasmine Enberg and Minda Smiley: https://lnkd.in/e_z_dewS #BehindtheNumbers #podcast #creatoreconomy

Think B2C brands are the only ones ready to play? Gamification can be a powerful tool for B2B marketers to drive engagement and loyalty. Download “Gamify for Engagement, Retention & Loyalty: A Playbook,” presented by Jebbit, a BlueConic company, to explore strategies for personalizing gamified experiences; ways to measure and track engagement success; and more. Explore Now: https://lnkd.in/gE8eCMTT #gamification #loyalty

2025 is the year marketing gets serious about working with creators, having seen how these powerful personalities engage and delight audiences. Join our expert analysts and leading brand marketers on Friday, February 7 for our first live EMARKETER Summit of the year – Creator Economy Trends 2025: https://lnkd.in/e3cMuTA8 Here’s a sneak peek at the agenda: Creator Economy Trends 2025: In our keynote, analysts Jasmine Enberg and Sarah Marzano unpack the role of AI in improving measurement, the pivot from ad-hoc to episodic social content, and scaling content into podcasts, connected TV, and retail media. Creator Content: What’s New and What’s Next: Experts from Ulta Beauty, Taco Bell, and Little Chonk explore the evolution of creator content and brand partnerships. Finding Influencers and Measuring Impact in the AI Era: Uber and LTK dive into how brands are finding the right influencers and creators for campaigns, how AI can fine-tune creator discovery, and strategies for measurement. #EMARKETER #EMARKETERSummit #creatoreconomy

I'm looking forward to taking the stage at #NRF on Monday to present our research and moderate a panel on the rise of social commerce with H&M and Havaianas. While the fate of TikTok and TikTok Shop in the US hang in the balance, the broader trends driving Gen Z shopping behavior are here to stay. Hope to see some of you there!