As eMarketer's principal analyst for U.S. advertising and marketing, David Hallerman's primary coverage area takes in all digital video and television advertising – including mobile video advertising, video content marketing, measurement issues, video ad targeting, interactive video, connected and over-the-top TV, video's use for both branding and direct response, and digital video's unique relationship with TV.
Hallerman is interviewed frequently by journalists, and has been quoted regularly by media companies such as The Wall Street Journal, The New York Times, NPR's Marketplace Report, Bloomberg BusinessWeek, Forbes, USA Today, CNET News, the Los Angeles Times, the San Francisco Chronicle, Washington Post, MediaPost, and Advertising Age.
"In over 12 years at eMarketer, I've seen tremendous changes in the tools and techniques marketers have at their disposal," Hallerman says. "And yet, at its core, advertising is advertising, and figuring out how digital can best be used to reach customers is a blend of old and new."
Breakthrough: The Next Wave of Marketing