Media Buying


Programmatic, social and mobile advertising have led to new controls and worries when it comes to viewability in the UK, according to Ooyala, a global ad-serving firm tracking viewability metrics as well as providing sell-side programmatic platforms to marketers. eMarketer spoke with Scott Braley, Ooyala’s general manager of programmatic advertising, about how marketers are using programmatic, social and mobile to bolster viewability.

While traditional print media—newspapers and magazines—continued to flounder, digital and entertainment media spending grew rapidly. Within digital, desktop- and laptop-based spending still makes up a majority.

A study of WeChat, one of China’s most popular messaging platforms, provides new insights into the service’s user base and most-used features. WeChat’s “Moments” feature, accessed by users to share and browse images, short videos and links from friends, is among the platform’s most popular, and increasingly a key draw for advertisers.

eMarketer anticipates double-digit growth in total media ad spending in India for the foreseeable future, as advertisers direct more money toward digital and, in particular, mobile.

Advertisers in Australia report they are increasingly turning to people-based targeting to improve the effectiveness of their online ad campaigns. Many harness data gleaned from first-party sources, as well as from partners and digital ad platforms, to provide more relevant and effective advertising to consumers.

Communication comes first for most US internet users, and even before coffee for a great many of them, according to February 2016 polling.

Digital ad spending in Russia reached $1.40 billion by the end of 2015, eMarketer estimates. That is well under half of total media spending in the country, and the figure is due for just one more year of double-digit growth.</p>

In 2016, eMarketer estimates, digital ad spending will make up 35.8% of total media ad spending in the US, just 1 percentage point below the share for TV. That 1 percentage point adds up to about $1.78 billion, but a new eMarketer report explores how digital is catching up.

Programmatic advertising, an automated method of buying, selling or fulfilling advertising, already accounts for more than half of US digital display ad spending. Rapid growth and adoption of programmatic advertising in areas such as video and mobile are trends in their own right, but they aren't the only advancements buyers and sellers need to know about when it comes to ad automation.

2016 will be a challenging year for advertising in the US. Although paid media spending will rise by 5.1%, growth will be slower than previously expected as advertisers pare investments on traditional media formats like TV and radio.

Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research. But some actually think the impact will be a good one.

2016 forecasts of Thailand’s digital ad spending suggest the market will see continued growth, powered by increasing outlays from firms in the communications and automotive sectors.

Marketers using location data to build and target audience segments should be wary of inaccuracies that can derail their efforts. eMarketer spoke with Steven Rosenblatt, president of Foursquare, about the right questions to ask about data accuracy.

Nearly 63% of ad spending ran on broadcast TV in 2015, an uptick from 2014. The next-closest medium—pay TV—lagged far behind.

Programmatic advertising continues to become more sophisticated, and spending via the media buying technique is growing, albeit at a decreasing pace. In our latest US programmatic forecast, eMarketer predicts that this year, more than two-thirds of all digital display advertising will be purchased programmatically.

Digital will account for a quarter of total media ad spending in Japan for the first time this year, according to eMarketer’s latest estimates of worldwide ad spending.

Automotive advertisers are the biggest spenders in Germany when it comes to digital ads as of 2015, beating out retail. When it comes to formats, pre-roll video ads are doing particularly well.

Internet users often claim not to like ad targeting, yet also say they like clicking on ads for products and services they need. College students, for example, say those are the most attractive social media ads to click on.

Digital ad spending in Latin America is set to reach new heights this year, according to our latest forecast for ad spending around the world. In Mexico, for example, digital will account for nearly a quarter of total media ad spending this year.

With more than 20 years in the industry at companies such as Yahoo, ValueClick and Wal-Mart, Pete LaFond brings a strong, unique background to programmatic advertising and audience targeting platform TruSignal. LaFond spoke with eMarketer about programmatic advertising in the addressable TV space—a small-scale but emerging area that packs massive potential for bringing greater efficiency to TV advertising.