Media Buying


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.

While digital ad revenues continue to grow for Facebook and Google, they will fall considerably for Yahoo this year, according to eMarketer’s latest ad spending forecast.

Ad spending during the NCAA Men's Division 1 Basketball Championship continues to climb, though fewer advertisers are participating than did a few years ago. One reason could be the price.

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.

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.

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.

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.

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.

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.

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.

Programmatic is quickly becoming a key part of the media buying landscape in Finland. According to the Association of Finnish Advertisers, three-quarters (75%) of advertisers in the country bought ads programmatically as of December 2015.

The two core areas of digital video monetization, advertising and subscriptions, remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.

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.

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.

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.

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.