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OCTOBER 7, 2026 |
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In this edition: |
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TOP STORY |
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Retailers and marketers are putting more money behind experiential activations tied to Halloween. |
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Some 41% of US ad buyers expect to increase spending on in-person and experiential marketing this year, according to
IAB data cited by EMARKETER. As those budgets grow, however, so does the pressure for experiences to accomplish more than drawing a crowd. |
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The question for marketers isn’t just whether consumers participated. It’s what that participation was supposed to change. |
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IN THE NEWS |
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TikTok looks to close the gap between product discovery and checkout. TikTok is extending its reach beyond TikTok Shop as it looks to grab a larger share of US ecommerce. |
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Smarter pricing tools are raising new questions about consumer trust. Consumer pushback against personalized and real-time dynamic pricing continues to gain steam. |
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Exclusive: Creator marketing becomes a bigger ecommerce sales driver. Creator partnerships are driving a larger share of ecommerce sales, according to Industry KPI data from creator management platform Impact.com provided exclusively to EMARKETER. |
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ANALYSIS |
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Signs point to the broader "touch grass" shifts elsewhere, from phone-free events to Gen Z's own efforts to cut screen time while engaging in phone-free concerts and venues. Out-of-home (OOH) advertising's sustained growth suggests marketers are already reallocating budgets toward channels that meet consumers in the real world. |
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PODCAST |
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Collin Colburn, vice president of commerce and retail media at the IAB, joins us to discuss how not to over-engineer your marketing, what retail media brings to social and creator marketing, and where retail media data can genuinely make marketing better. "Reimagining Retail" is made possible by Atmosphere TV. |
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EMARKETER EVENTS |
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Featured Event | October 13 | Virtual |
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Media habits move fast. Is your audience data keeping up? Join Epsilon, PMX Lift, and EMARKETER for new research on how people consume media and what it means for audience-first planning, cross-channel reach, and showing up in the moments that matter. |
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Featured Event | October 15 | NYC |
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Join EMARKETER and tvScientific by Pinterest for breakfast, networking, and a closer look at performance TV’s growing role in the media mix. Hear from EMARKETER’s Ross Benes and tvScientific’s Heather Carver on engaging shoppers earlier, measuring results, and making seasonal moments count. |
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QUIZ |
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Which household income demographic of shoppers most often leans to private label brands from retailers (such as Target’s Up&Up, Walmart’s Great Value, Costco's Kirkland, etc.)? | < | | | |
