Media Buying

The coronavirus pandemic dampened growth in US mobile ad spending. This year, we expect US mobile ad spending will rise by 22.2% to $117.35 billion, which falls below our pre-pandemic estimate ($123.59 billion).

Out-of-home ad spending was the hardest-hit ad sector during 2020, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years.

Amid the pandemic, US adults spent 1 hour more per day on digital activities (across all devices) than they did in 2019, according to eMarketer’s latest time spent forecast from Insider Intelligence. Total digital time is now on track to surpass 8 hours by the end of 2022.

eMarketer principal analysts Mark Dolliver and Sara M. Watson, along with junior analyst at Insider Intelligence Blake Droesch, discuss the true power of the social media giants, how Gen Z viewers like to consume sports, Twitter leaning into audio, news use on social platforms, how the pandemic has reshaped children's screen time, why people get "red eye" in photos, and more.

*Social networks will boost US mobile video ad spending this year.* In-app video advertising on platforms like Instagram and Snapchat was the main driver of growth, with new YouTube and Roku ad inventory helping, too.

Automotive digital ad spending will grow by 21.4% in 2021 to $13.29 billion, slightly below its pre-pandemic peak.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses some big questions heading into 2021: What kind of traditional media rebound do we expect, will there be a tidal wave of pent-up demand, and how has the customer journey changed forever? She then talks about the implications of IAC spinning off Vimeo, whether we have already given up on privacy, and Amazon Marketing Cloud (AMC) opening a public beta.

Experimenting with advertising channels can yield up to 3% better advertising performance, research shows.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses what he's paying attention to in 2021 and why: how the coronavirus changed mobile, the importance of iOS 14, and regulation's impact on location data.

Never in the past two decades of social media history have the features, ad formats, and other business initiatives of the four major social platforms looked as similar as they do today.

The iPhone 12 Pro became the first phone to have a back-facing Light Detection and Ranging (Lidar) camera, which enables more sophisticated augmented reality (AR). (Top-end Android phones use a similar Time-of-Flight, or ToF sensor.) Lidar can near-instantaneously detect depth and size, allowing for rapid and very detailed mixed reality functions for apps, such as furniture placement or full-body Snapchat Lenses. This should supercharge mobile AR spending and make such ads more feasible.

During the pandemic, consumers made fewer local searches, and local search advertising dropped dramatically.

eMarketer principal analysts Mark Dolliver, Sara M. Watson, and Nicole Perrin, along with junior analyst at Insider Intelligence Blake Droesch, discuss the latest government lawsuits against Google, Twitter's new "Spaces" audio feature, 2021 Super Bowl commercials, the reception to Apple's new privacy labels, The Walt Disney Co. throwing its weight behind streaming, what all "Friends" episodes have in common, and more.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss what they're paying attention to in 2021 and why: digital ad measurement, connected TV, and ecommerce channel advertising.

eMarketer principal analysts Mark Dolliver, Sara M. Watson, and Debra Aho Williamson, junior analyst Blake Droesch, and vice president of content studio at Insider Intelligence Paul Verna discuss whether the FTC will break up Facebook, a new Discovery+ streaming service, whether Facebook ads are reaching saturation, how customer service changed in 2020, the FTC wanting Big Tech to explain what they do with data, what most people dream about, and more.

US mobile ad spending will reach $96.07 billion this year, lower than our pre-pandemic estimate of $105.34 billion. eMarketer principal analyst at Insider Intelligence Yoram Wurmser joins host Nicole Perrin to discuss why despite this year's blip, mobile ad monetization is on a better trajectory than before, how advertisers will deal with the SKAdNetwork, and what the future holds for contextual in-app advertising.

Thanks to new identity-based solutions, savvy publishers are able to value their inventory for what it’s really worth and unlock new ways to monetize their audience data.

Insider Intelligence and its eMarketer team generate roughly 1,500 forecasts on digital transformation topics every year. These estimates are mainly produced on an annual basis, with several of the highest-profile metrics reassessed one additional time during the year.