To listen and watch playback of the webinar, Video Advertising Engagement—Trends for Marketers, click here. You can view the PowerPoint deck below.

Key takeaways include:

• What are the primary metrics for measuring video engagement?
• What kind of targeting can be done with video?
• How do consumer control, viral ads and social media work together to enhance video engagement?
• How can sponsored video content create engagement?

About David Hallerman

David Hallerman is eMarketer’s expert in US online advertising and marketing, covering online video advertising, search marketing, internet ad targeting, email marketing and ad spending across media. He is frequently quoted in top business publications and broadcast programs.

Sponsored by Undertone.

To listen and watch playback of the webinar, The Future of US Retail Ecommerce, click here. You can view the PowerPoint deck below.

Key takeaways include:

• Why ecommerce sales are outperforming store sales
• Major trends that will fuel future ecommerce growth—from mobile commerce, to group buying to augmented reality tools
• How web shopping behavior and attitudes have evolved and the implications for online marketers

About Jeffrey Grau

Jeffrey Grau covers retail ecommerce in North America for eMarketer. In addition to building ecommerce forecasting models for these markets, he writes on topics such as multichannel retailing, online holiday shopping, social commerce and mobile commerce. Jeffrey is quoted frequently in the press and is in demand as a speaker at digital and industry conferences.

Sponsored by Coremetrics.

To listen and watch playback of the webinar, Social Media Outlook for 2011, click here. You can view the PowerPoint deck below.

You will take away:

• The numbers to know—how businesses are budgeting for social media and what they are spending
• How important Facebook is becoming to the online marketplace
• Why “liking” a brand is only the beginning of a consumer’s dialog with a company
• Which demographic groups are the heaviest users of social media and how to effectively reach them

About Debra Aho Williamson

Debra is eMarketer’s lead analyst focusing on social media marketing and the demographics of social media users. She produces eMarketer’s forecasts for social network advertising spending in the US and worldwide and has written more than two dozen reports delivering key insights covering how marketers, media and consumers are engaging with social media. A founding executive editor of pioneering internet business publication The Industry Standard, Debra is quoted for her analysis in the business press and invited to speak at major digital marketing internet events.

Sponsored by Demand Media.

France and Spain saw robust growth in online ad spending during the first half of 2010, according to PricewaterhouseCoopers (PwC) and national Internet Advertising Bureau (IAB) organizations in the two countries.

In Spain, online spending reached an estimated €377.4 million ($525.7 million) in H1 2010. This was 20.3% higher than online ad spending in the first six months of 2009, and represented 13% of ad spending in all media. The IAB/PwC figure is almost exactly half the full-year estimate for 2010 produced by eMarketer, suggesting that our view of the market’s potential this year will be borne out.

In France, digital channels are expected to claim 16% of all ad spending in 2010, but that will rise to 21% of total spending in 2014, IAB and PwC predicted. Online ad spending in the first half of 2010 passed €1 billion ($1.4 billion), according to several sources.

Display is enjoying a new lease of life in both France and Spain, according to IAB and PwC.

In Spain, for example, search commanded 52% of online spending in H1 2010, and total outlay on search rose 13.8% compared with H1 2009. But display was found to be growing more rapidly than search, for the first time ever, with spending up more than 28% year-on-year.

Cash-strapped Spanish advertisers typically opted for less expensive display options in early 2010. Embedded formats, including banners and skyscrapers, accounted for 51.3% of online display spending, while just 5.6% of expenditure went to expanding and floating formats.

Video advertising is crucial to rising display budgets throughout Europe, though spending levels and growth rates vary from one country to another. IAB and PwC forecast that rich media and video ads will double their share of French online revenues by 2014. In Spain, spending on video ads was up 100% in a single year. But the video ad market is inevitably much smaller than its counterpart in France, and constituted just 2.7% of online display ad spending in Spain during H1 2010.

New formats such as video encourage new measures of viewer engagement; these, in turn, are prompting marketers to rethink ad payment models. This revision is long overdue, according to PwC analysts. They found that 62.3% of display campaigns in Spain were booked on a CPM basis, while 15.3% used cost-per-acquisition or cost-per-action. Just under 13% ran for a fixed period of time and 7.3% were paid for cost-per-click. These approaches no longer reflect the reality of consumer interaction with digital media, said PwC.

For more information on recent trends in European online ad spending, read the eMarketer report, Western Europe Online Ad Spending: Leading the Recovery (October 2010).

The day is coming when Asia-Pacific will surpass North America as the world’s biggest advertising market. According to data published in eMarketer’s new “Global Media Intelligence Report,” which was released in collaboration with Starcom MediaVest Group, the question is not whether Asia will overtake North America in advertising spending; the question is when.

Currently, Asia-Pacific is in second place behind North America in total media ad spending worldwide. Advertisers are expected to spend $135.1 billion in the region in 2010, compared to an estimated $176.6 billion in the North American market.

But growth rates are a different story. The overall advertising market in North America is expected to grow about 2% each year through 2014, when it will reach $190.6 billion overall. Asia-Pacific, on the other hand, will see growth rates between 4% to 8% each year until 2014, when the total media ad market reaches $173 billion in the region.

Currently, North America controls 36.6% of the worldwide advertising market, compared to Asia-Pacific’s 28% share. But North America’s share will decline to an estimated 33.8% of the market by 2014, while Asia-Pacific’s slice will increase to 30.7%. Based on current growth rates, it’s likely that as the Asia-Pacific ad market continues to mature, it will eventually outshine that of North America sometime beyond 2014—most likely, in 2016 or 2017.

At the simplest level, the reasons behind the shift come down to sheer numbers. We’ve written before about the staggering number of mobile phone users in China (850 million in 2010, at last estimate), along with the fact that there will be more mobile internet users in China this year than the entire population of the US.

In addition to mobile users, massive “untapped” populations of internet users in China and India are another reason. China currently has an estimated 518 million active internet users, according to eMarketer estimates, compared to just 63.6 million in India. Combined, these two populations make up the fastest-growing demographic of internet users in the world, pegged by eMarketer to increase to over 1 billion by 2014. Knowing that, it’s no wonder marketers are spending more in Asia-Pacific, though I’m not sure whether we should be heartened or disheartened that, in a few years, we won’t be No. 1 anymore.

The “Global Media Intelligence” report covers six major regions worldwide — including countries in Asia-Pacific, Western Europe, Central and Eastern Europe, Middle East and Africa, North America, and Latin America — and focuses on digital and traditional media advertising spending trends, demographics, broadband and mobile penetration, media usage, and consumer behavior in each region. It is available exclusively for eMarketer Total Access clients.