Week in review: How marketers should respond to increasing smart home adoption

Read this week's top stories from Insider Intelligence. January 16, 2022 /ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs= [Week in review: How marketers should respond to increasing smart home adoption](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) As more users adopt smart home products, brands will have an increasing number of opportunities to reach and interact with their customers if they keep privacy needs in mind. Consumers are more likely to engage with—and even enjoy—increased brand interaction if they don’t feel like they’re under surveillance and if they know their data is secure. There’s still room for improvement when it comes to discovering brands via smart speakers. Only 29% of adults worldwide said they’d like to discover products digitally through smart home devices, according to an August 2020 Facebook IQ survey. Brands that focus on consumer trust and are not afraid to experiment can increase their reach. The opportunity for marketers is in adding value—not direct advertising. Smart home devices present marketers with many opportunities to add value to the user experience and build brand awareness. This gives brands an opportunity to reach new customers as well as a new touchpoint to connect with existing ones. [Read the full article.](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [Webinar: From Budget Shifts to Retail Revenue Streams](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) Retail media advertising will hit $41.37 billion in 2022. During this webinar, we will explore why retail media is attracting big brand budgets, the evolution of closed-loop targeting and attribution, plus opportunities for retailers. Join eMarketer’s live Meet the Analyst Webinar, presented by Google. [Register Now](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) /ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs= [Third-party digital marketplace expansion means major ecommerce growth for Latin American retailers](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) Over the past two years, retail ecommerce in Latin America has experienced unprecedented growth. Now, although people are returning to physical stores, consumers have fully embraced buying online, paving the way for long-term growth in the region. [Read the full article.](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [chart-image](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [Brand Anatomy: How Dr Teal's courts celebrities and influencers to build winning campaigns]() On this episode of Brand Anatomy, where we get exclusive looks inside leading brands, eMarketer Briefing director Jeremy Goldman sits down with Brad Essig, CMO at PDC Brands (which includes Dr Teal's), to discuss how the brand works with celebrities and influencers, the major consumer insight it gleaned that transformed its marketing, the partners it enlists to bring marketing campaigns to life, and the genesis of its new "Soak It In" campaign. ["Behind the Numbers" is made possible by Smartly.io. Listen in.]() [chart-image]() [PayPal core will pass $1 trillion in payment value this year](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) Following double-digit growth in 2021, total transaction value on PayPal’s core platform will jump 22.3% this year to reach $1.144 trillion globally, surpassing the $1 trillion mark for the first time. [Read the full article.](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [chart-image](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [Podcast: Important social advertising trends, nano-influencers, and social media video statistics]() On this episode, we discuss the opportunities and challenges within social advertising and how automation will play its part. We then talk about what to expect from micro- and nano-influencers in 2022 and what the most interesting social media video statistics are. Tune in to the discussion with global director of marketing at Smartly.io Riikka Söderlund and eMarketer principal analyst at Insider Intelligence Debra Aho Williamson. ["Behind the Numbers" is made possible by Smartly.io. Listen in.]() [chart-image]() [Video advertising is trending less formal and more native, with TikTok taking over]() Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms. [Read the full article.]() [chart-image]() [The Weekly Listen: What's next for cable, searching differently, and CES 2022](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) On this episode, we discuss when cable households will dip below 50%, an alternative search engine to Google, clickable podcast ads on Spotify, what the "superest" super app is in the West, the biggest takeaways from CES 2022, some uncommon knowledge about sustainability, where sunglasses originally came from, and more. Tune in to the discussion with eMarketer principal analyst Paul Verna, analyst Blake Droesch, and director of reports editing at Insider Intelligence Rahul Chadha. ["Behind the Numbers" is made possible by Smartly.io. Listen in.](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [chart-image](/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [Advertisers can now run clickable podcast ads on Spotify](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) Spotify adds clickable ads to its advertising lineup: The audio streaming company aims to transform podcast advertising with visual and interactive experiences. [Read the full article.](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) [chart-image](=/ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs=) /ODY3LVNMRy05MDEAAAGCAis4fvCAv2OJ18wTSUwRW6LDm4BIQNkja15PfsZGacDXh9etQMB7v19lLBC5KMgNY-4taGs= ©2022 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Week in Review is published by Insider Intelligence Inc. 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