Media Buying


Twitter has been focusing on efforts to attract more users to its service, but growth remains slow and the service is also still not materially monetizing logged-out users.

Mobile ad spending is still growing rapidly in Canada, eMarketer estimates, and will account for more than 48% of digital ad spending in the country this year. Growth rates are dropping, though, and will fall to single digits by 2020.

Mobile ad spending in the UK continues to show strong growth and is expected to rise 35.0% this year, accounting for 27.0% of UK total media ad spend. This marks the first time that that mobile has overtaken TV ad spending in the country.

The US digital video advertising market is on pace to nearly double by 2019, according to eMarketer estimates. But concerns around video ad fraud and difficulty with audience verification are affecting video buying, according to US advertisers and agencies.

Most marketing professionals in Sweden plan to increase their Facebook advertising budget in 2016. Merely 13% plan to decrease it.

Internet users in South Korea are losing faith in traditional media, according to longitudinal research. Trust in digital channels, meanwhile, is holding steady.

The US digital video advertising market is on pace to nearly double by 2019. This growth will be led by an ongoing shift toward mobile viewing, a host of digital platforms that now prioritize video and a growing assortment of content against which to advertise.

Google remains the most popular and ubiquitous search engine when it comes to paid search advertising in Europe. From Q4 2014 to Q4 2015, Google’s share of paid search ad spending rose somewhat, while Bing/Yahoo held steady.

Last year, 262.0 million people around the world used Twitter on at least a monthly basis, eMarketer estimates. This year, the figure will rise to 291.0 million, and 2016 will be the last year of double-digit growth in users. The social network faces pressure to grow its audience quickly, however, to support a burgeoning ad business.

LinkedIn’s global ad revenues are still rising by double-digit rates, according to eMarketer estimates from September 2015, even though Twitter and Facebook continue to grow their share of the pie more quickly.

The worldwide recession hit Spain hard, and brought down ad spending significantly. Total media spending has still not recovered, but it is on the rebound.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

Despite a general economic slowdown in China, the internet sector shows no signs of abating and eMarketer predicts that digital ad spend will reach $40.42 billion in 2016, a 30% increase on last year’s spend.

Next year will mark a major milestone for ad spending, as total digital surpasses TV for the first time, eMarketer predicts. In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.

Internet users in South Korea have shifted their trust in the media toward digital, and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

Millennials account for an estimated one quarter of consumer spending, according to August 2015 research. Yet, advertisers spend more than a third of their total media budget pursuing them.

Podcast advertising makes up a small share of overall digital spending, but it is worth doing when well targeted. eMarketer spoke with Mark Book, vice president and director of social content for agency DigitasLBi, about how advertisers can take advantage of this channel.

ReachMax is a programmatic ad technology platform that delivers programmatic advertising for online video in China. eMarketer spoke with Charlie Wang, ReachMax’s COO, about adoption of programmatic advertising in China and the problems that automated ad transactions face.

Mobile display ad spending in South Korea tilts toward apps—but not too dramatically, according to 2015 research. eMarketer estimates that mobile ad spending overall continues to rise at robust double-digit rates.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.