Consumers in Europe will be more attuned to brand purpose and messaging; YouTube advertising, the ViacomCBS/Hulu deal, and Discovery+ content

Consumers in Europe increasingly see brands in a much broader context. The public is becoming more alert to the ways companies and brands go beyond advertising and marketing to make other positive contributions—or not. January 25, 2021 [Consumers in Europe will be more attuned to brand purpose and messaging; YouTube advertising, the ViacomCBS/Hulu deal, and Discovery+ content](   Consumers in Europe increasingly see brands in a much broader context. The public is becoming more alert to the ways companies and brands go beyond advertising and marketing to make other positive contributions—or not. In May 2020, with no end in sight to the pandemic, nearly two-thirds (64%) of internet users in Europe said that brands should run ad campaigns referring to the pandemic, or related to it, according to GlobalWebIndex. But the converse also applies: Brands that don’t step up to the plate, or are linked with counterproductive actions, can easily lose consumer approval. [Read the full article.]( [2021 Privacy and Omnichannel Guide]( Organizations in every industry already are game-planning for the post third-party cookie world of 2021. What exactly will fill the void for marketers? To help answer this question and show how your organization can ensure it’s prepared in 2021, Infutor has put together the ultimate privacy and omnichannel guide. [Download ]( [Podcast: YouTube advertising, the ViacomCBS/Hulu deal, Discovery+ content, and cord-cutting in 2021](   eMarketer senior analyst at Insider Intelligence Audrey Schomer discusses important considerations when advertising on YouTube, the significance of Hulu's deal with ViacomCBS, whether there's a space in streaming land for Discovery+, and what cord-cutting will look like in 2021. [Listen in.]( [chart-image]( [Report: Canada Digital Outlook 2021](/Q0xG0AL0S33p90MDD20JLQ0)   From increased digital video and TV consumption to changing retail dynamics, the pandemic ushered in a wave of shifting consumer patterns in Canada. This report covers five key developments in Canada’s digital economy in 2020 that will have lasting impacts in 2021. [Read the executive summary.](/Q0xG0AL0S33p90MDD20JLQ0) [chart-image](/Q0xG0AL0S33p90MDD20JLQ0) [Do retailers have a firm understanding of their shoppers?](=/Q0xG0AL0S33p90MDD20JLQ0)   Advancements in marketing tech and new data-collection tactics offer retailers ever-greater insights into the minds of their customers, but only to a certain degree. Accomplishing a level of personalization that will truly impact a company's bottom line isn’t easy nor straightforward. But it does require more investment in collecting the right data with the most effective tools, and then harnessing those findings for deep personalization. [Read the article.](=/Q0xG0AL0S33p90MDD20JLQ0) [chart-image](=/Q0xG0AL0S33p90MDD20JLQ0) ©2021 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/Q0xG0AL0S33p90MDD20JLQ0) | [Change email address](/Q0xG0AL0S33p90MDD20JLQ0) | [Update preferences](/Q0xG0AL0S33p90MDD20JLQ0) | [Advertise](=/Q0xG0AL0S33p90MDD20JLQ0) [Select "Research Submissions"](=/Q0xG0AL0S33p90MDD20JLQ0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/Q0xG0AL0S33p90MDD20JLQ0   =/Q0xG0AL0S33p90MDD20JLQ0