Media Buying


The UK market for programmatic digital display ad spending continues to be strong, despite concerns about brand safety and other issues that made it into mainstream media this year.

As the new year begins, many of the effects felt in 2017 from concerns over ad quality and transparency will continue to shape buyer-seller relationships and the flow of dollars between the two.

Serving video ads across multiple platforms is a growing priority for media buyers, who tend to prioritize reaching audiences via the expanding range of devices and platforms where they spend so much of their time.

eMarketer estimates that adults in India will average 3 hours, 52 minutes per day consuming major media in 2017—11 minutes more than in 2016. Time spent with digital, especially via mobile phones, will drive increases over the next few years.

As TV viewers continue to spend more time watching video content via connected TVs and over-the-top (OTT) video services, advertisers want to make sure that they’re there, too. While programmatic access to such inventory is the exception today, it will ramp up over the next 12 to 24 months.

In a challenging market, out-of-home ad spend is still notching gains in the UK, albeit small ones. Digital OOH is driving that growth.

Marketers running app install campaigns certainly have no shortage of options when it comes to allocating their spending. But new data suggests mobile app developers are directing the majority of their install marketing dollars to video.

BIA/Kelsey expects US local ad spending will increase 5.2% next year, with the bulk of expenditures dedicated to traditional media.

New figures from Brand Innovators and Innovid underscore just how pervasive Google and Facebook are in the realm of video. According to the firms' September survey, US senior marketers estimated that Facebook and Google’s YouTube together command 66.1% of digital video ad spending.

In the latest episode of eMarketer's "Behind the Numbers" podcast, analysts Lauren Fisher and Paul Verna discuss the relationship between programmatic ad buying and the complex, fragmented connected TV space.

Data from Verto Analytics indicates that Facebook users spend 18 hours, 24 minutes on the platform per month.