Media Buying


More Retailers Are Investing in Social Advertising

Social ad spending is continuing to rise, and more US marketers—particularly those in retail—will keep funneling money into the channel.

Prices for Amazon Sponsored Product Ads Continue to Climb

Marketers that advertise on Amazon are continuing to pour more money into paid media on the ecommerce marketplace, according to Q4 2019 reporting from technology providers and performance advertising agencies.

Five Charts: Understanding Gen Z’s Devices and Digital Usage

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.

Digital Political Advertising to Cross $1 Billion Mark for 2019/2020 Cycle

US digital political ad spending will hit a record high for the 2019/2020 political cycle, crossing the $1 billion mark for the first time ($1.34 billion), as a larger number of highly engaged voters are expected to donate to the candidates of their choice in this year’s presidential race.

As more people watch video content on their mobile devices, the nature of mobile video monetization is changing. This is particularly the case for programmatic advertising, which we define as an automated, technology-driven method of buying, selling or fulfilling digital display ad placements. Overall, mobile video ads sold programmatically generated $19.93 billion in revenues in 2019 in the US and will generate $24.87 billion in 2020.

What this Year's Political Ad Spending Season Will Look Like

eMarketer forecasting analyst Eric Haggstrom and principal analyst Nicole Perrin talk about the US political ad spending landscape. How much money is being spent, where and why? They then discuss smartphone voting, consumer attitudes on privacy jargon and how Google can profit from government search warrants.

Time Spent with Digital Media in the UK Surpassed Time with Traditional Media in 2019

In 2019, for the first time, UK adults spent more time with digital media than with traditional media.

How Children Are, and Aren't, Using the Internet

eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss children's behavior online, the screen time stigma and YouTube child policy changes. Then, junior analyst Blake Droesch addresses questions about a TikTok sale, Facebook's stance on political ads and a new way to limit who can reply to your tweets.

TV Year in Review: Advertising Remains Strong, but Road Ahead Is Murky

Despite the acceleration of cord-cutting, the demand for TV advertising remains strong. In 2019, that demand was reflected in increased ad prices and a growing appetite for targeted TV ads.

What eMarketer Analysts Expect in 2020 with Nicole Perrin: Is Digital Measurable?

eMarketer principal analyst Nicole Perrin discusses one thing that summed up 2019 for her and some of her predictions for 2020, focusing on the measurability of digital advertising.

Facebook Dominates 2019/2020 Political Ad Spending

Google and Facebook already control 60.8% of the total US digital ad market. And when it comes to the duopoly's share of digital political ad revenues, it has an even tighter grip, with a combined 77.6% this election cycle.

How Could Disney+ Reshape Kids’ Digital Video Consumption?

Today’s kids are more digital than previous generations at the same age. But, while digital video is certainly an important part of kids’ media diet, we estimate that just over half of those ages 11 and younger (52.4%) will be digital video viewers this year. TV penetration is still much higher (close to nine in 10), although time spent is declining.

Alphabet's Q4 2019 Earnings Reveal YouTube Ad Revenues

Forecasting analyst Eric Haggstrom joins host Nicole Perrin to talk takeaways about Alphabet's Q4 earnings, which revealed YouTube ad revenues and Cloud revenues as line items for the first time. They also discuss how the largest digital ad seller is facing an investigation into its dominant market position.

Super Bowl LIV Ads, Touchdowns, Fumbles and Extra Points

eMarketer principal analyst Andrew Lipsman and vice president of content studio Paul Verna discuss the best and worst Super Bowl ads and whether they achieved their marketing objectives. They also talk about how many people tuned in to the game, how much advertisers spent and the most popular halftime show ever. They then examine Quibi's launch campaign, solo TV viewing and how much returns are costing retail.

The Ad Platform: The Next Phase of Programmatic Maturity?

For years, advertisers and their partners have complained about a lack of transparency in programmatic transactions, leaving them open to a number of problems including outright fraud. Jeremy Steinberg, global head of ecosystem at MediaMath, joins host Nicole Perrin to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

This Election Year, the Political Ad Whack-a-Mole Game Will Continue

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.

Next year, for the first time, programmatic ad spending on private marketplaces (PMP) will surpass that on open exchanges. PMPs—a subset of real-time bidding (RTB) in which some sort of private deal exists between a publisher or a small group of publishers and select ad buyers—will see double-digit growth throughout the forecast period. Growth in PMP ad spending will outpace that of the open markets by about 3 to 1 in 2020 and beyond.

Mobile Year in Review: The Launch of 5G Is the Biggest Story in a Busy Year for Mobile

Mobile dethroned TV in 2019 as the channel where US adults spent the most time. While it may be a symbolic threshold for now, it’s still notable that the average US adult spent 3 hours, 43 minutes (3:43) on their mobile devices in 2019, compared with the average 3:35 spent watching TV. As recently as 2016, US adults watched nearly an hour more of TV than they spent on their smartphones and tablets (4:05 vs. 3:08).

The ad tech world may feel targeted (pun intended) by privacy-related scrutiny in the press, but the fees earned by the ecosystem of partners that facilitate programmatic display transactions in the US were up almost 20% this year.

Political Advertising Year in Review: Pressure Builds on Digital Ad Sellers

The first primary contests for the Democratic presidential nomination are not happening until February 2020, but the heat is already on the biggest digital ad sellers to restrict what they allow political and issue-oriented advertisers to do.