Week in Review: How Marketers Can Adapt to Coronavirus Cancellations; US Political Ad Spend Hits Record High

Coronavirus-driven event cancellations are affecting marketing budgets, but marketers can adapt, and this election season, political ad spend will hit a record high. March 8, 2020 [Week in Review: How Marketers Can Adapt to Coronavirus Cancellations; US Political Ad Spend Hits Record High]( In-person events are a cornerstone touchpoint for many B2B companies, but as the outbreak of the newest strain of the coronavirus progresses worldwide, major business events have been canceled or postponed. This will come at great cost to marketing budgets and can have a lasting impact on revenues and sales. Recode reported that “the direct economic loss” from these canceled events will surpass $500 million, citing data from PredictHQ. And new research from Demand Gen Report shows that in-person events are crucial to many B2B companies’ business: More than half of US B2B marketers said that in-person events and tradeshows were an effective channel for driving conversions. Events were seen as more effective than digital channels like email (48%), product demos (39%) and the company website (34%). [Read the full article.]( [Study: Nearly 80% of Marketers Want Deeper Customer Attention Data]( Consumers are spending more and more time on their smartphones—which has quickly turned mobile into one of the most important channels for marketers. But, according to new research, less than half of marketers are confident in their ability to measure granular mobile ad metrics. [Read this article, contributed and sponsored by Yieldmo.]( [US Political Ad Spending Hits Record High as TV Continues to Dominate](/E2D0S0QaL3A0M09G3d0Lp0o) As campaigning for the 2020 presidential election heads into its final months, political ad spending will hit an all-time high. The highly partisan political environment is driving more Americans to donate money to their preferred candidates than in past election seasons, which in turn is funneling more money into advertising. [Read the article.](/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](/E2D0S0QaL3A0M09G3d0Lp0o) [Twitch on Pace to Surpass 40 Million US Viewers by 2021](=/E2D0S0QaL3A0M09G3d0Lp0o) We forecast that 37.5 million people in the US will watch streaming video on Twitch at least monthly in 2020, meaning the video streaming platform will reach 15.5% of US digital video viewers this year. At its current pace, Twitch will surpass 40 million US users by the end of 2021, according to our first ever forecast for the platform. [Read the article.](=/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](=/E2D0S0QaL3A0M09G3d0Lp0o) [How Privacy Concerns Are Changing the World of Location Data](=/E2D0S0QaL3A0M09G3d0Lp0o) eMarketer vice president of forecasting Monica Peart hosts principal analyst Yory Wurmser in a discussion about location data. How will privacy and regulation affect location practices this year? How comfortable are consumers with sharing their locations? And how are marketers adjusting? [Listen in.](=/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](=/E2D0S0QaL3A0M09G3d0Lp0o) [Three Charts: TikTok Penetration Among US Gen Zers](=/E2D0S0QaL3A0M09G3d0Lp0o) The media’s obsession with Gen Z and TikTok is ever-present, but whether or not penetration levels are as high as the frenzy would indicate is debatable. Three charts paint a clearer picture of what usage and popularity currently looks like among Gen Zers. [Read the article.](=/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](=/E2D0S0QaL3A0M09G3d0Lp0o) [The Ad Platform: Reaching Professionals on LinkedIn](=/E2D0S0QaL3A0M09G3d0Lp0o) LinkedIn is different from other social networks. Its professional focus and business-minded audience make it attractive to B2B advertisers as well as many B2C categories. eMarketer principal analyst Jillian Ryan joins host Nicole Perrin to talk about how much US advertisers will spend on LinkedIn this year, and why. [Listen in.](=/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](=/E2D0S0QaL3A0M09G3d0Lp0o) [Instagram Is Bringing Creators Closer to the Purchase Process](/E2D0S0QaL3A0M09G3d0Lp0o) Instagram has been working on several initiatives to enable commerce directly within the app. Last year, it made big moves that bring creators closer to that process. [Read the article.](/E2D0S0QaL3A0M09G3d0Lp0o) [chart-image](/E2D0S0QaL3A0M09G3d0Lp0o) ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by eMarketer, Inc. [Unsubscribe](/E2D0S0QaL3A0M09G3d0Lp0o) | [Change email address](/E2D0S0QaL3A0M09G3d0Lp0o) | [Advertise](=/E2D0S0QaL3A0M09G3d0Lp0o) [Select "Research Submissions"](=/E2D0S0QaL3A0M09G3d0Lp0o) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. /E2D0S0QaL3A0M09G3d0Lp0o =/E2D0S0QaL3A0M09G3d0Lp0o =/E2D0S0QaL3A0M09G3d0Lp0o