Media Buying


The Ad Platform: Why the Buy Side Wants Log-Level Data

Programmatic transparency has come a long way in recent years, with many supply-side platforms (SSPs) now offering an interface for buyers to get log-level data. Amanda Martin, vice president of enterprise partnerships at Goodway Group, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why buyers are interested in this information, what is still making it difficult to understand and execute on, and her hopes for the future of transparency.

When it comes to protecting users’ personal information and providing a safe online environment, social network users in the US give lower marks to Facebook, TikTok, and Twitter.

The US computing products & consumer electronics industry will be the fastest growing digital ad spender in 2020, increasing its spend by 18.0% in a year when the total US digital ad market will only grow by 1.7%.

The Future of the Movie Theater

eMarketer forecasting analysts Eric Haggstrom and Peter Vahle and vice president of content studio at Insider Intelligence Paul Verna discuss the future of the movie theater. Will movies make a comeback and what will they look like? They then talk about HBO Max with ads, AT&T's possible wireless phone plans subsidized by ads, and Apple One subscription bundles.

The US telecom industry has long been an advertising behemoth. While the telecom space has fewer companies than any of the other industries we track, these players are almost all huge spenders.

The Ad Platform: Checking in on Programmatic Trends 6 Months into the Pandemic

"Volatility" has been the watchword of the pandemic in regards to programmatic display ad buying. Nicolas Bidon, CEO of Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the programmatic media firm has experienced in recent months, and what's coming as targeting and attribution challenges mount.

The Weekly Listen: Virtual Water Coolers, Frugal Consumers, and Instagram on Facebook

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how to recreate those water cooler moments in the digital world, how much Super Bowl LV commercials are going for, watching Instagram Stories on Facebook, parents' more positive view of devices, the number of Facebook Watch viewers, the difference between frugal and cheap, what you didn't notice about that double rainbow, and more.

Retailers have traditionally leaned marginally toward direct-response advertising rather than branding, and thus they slightly exceed industry averages when it comes to spending on search rather than display.

What's Going on with Facebook and Apple?

eMarketer principal analysts at Insider Intelligence Nicole Perrin and Yory Wurmser discuss why Facebook is sounding the alarm on Apple's iOS 14 update to its privacy and tracking settings. They then talk about CVS's new ad platform, programmatic returning to pre-pandemic norms, and how mobile ad spending is fairing.

The Sharing Economy, Now That No One Wants to Share

eMarketer principal analysts Mark Dolliver and Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom discuss whether Uber, Lyft and Airbnb can make a comeback. They then talk about what kids are doing with their increased screen time, location data consent and how comfortable Americans are with normal, everyday activities.

US Programmatic Podcast Ad Spending Will Double in 2020

Programmatic podcast ad spending, which we are forecasting for the first time this year, is growing at a fast rate from a small base.

We forecast that US travel digital ad spending will drop by 41.0% this year to just $3.24 billion. No other industry will decline as fast or spend as little.

What Is Connected TV, and What Is Driving Its Growth?

eMarketer forecasting analyst Eric Haggstrom, junior forecasting analyst Zachary Goldner, and principal analyst Nicole Perrin discuss the evolving landscape of advertising through connected TV devices and how Roku stands out from the competition. They then talk about when we may see a return to pre-pandemic advertising budgets, the importance of earning consumer trust during data collection, and what happened to ad blocking.

While it’s too soon to bid adieu to the aspirational influencer, it’s clear that the pandemic has humbled many of even the most polished creators.

Radio Ad Spending Will Decline by 25% This Year

During the pandemic and ensuing lockdowns, fewer people commuted to work daily, and many local businesses cut their marketing budgets as they fought to stay open. These conditions have strained the radio advertising market.

While adjusting to a new climate where first-party data is more important than ever, it’s crucial to understand that this data can vary considerably in quality, applicability, scale, and transparency.

US Digital Radio Ad Spending Will Drop 17.0% in 2020

We forecast that US digital radio ad spending will shrink from $4.48 billion in 2019 to $3.72 billion this year, a 17.0% decrease.

Podcasting Is a Bright Spot amid Declining Digital Radio Spending

Digital radio spending has declined during the pandemic, which is in line with reduced advertiser demand. We do, however, expect growth to rebound by 26.8% next year.

Ad-supported video-on-demand (AVOD) platforms saw strong growth in ad revenues last quarter, a bright spot in the overall ad market during the pandemic.

Pandemic Causes Financial Services Advertisers to Emphasize Online Banking

Despite the decline in total ad spending in the US this year, the financial services industry will increase its digital ad outlays. Why? The pandemic has caused many consumers to reassess their personal finances and change how they bank, leading the financial services industry to continue spending on digital ads during the pandemic.