This report reviews our final 2020 numbers and new 2021 forecast for US time spent with media, highlighting pre- and post-pandemic estimates and expectations. Special attention is paid to TV, connected TV, OTT, digital audio, and social media.
Upfront buying is a legacy tactic that flourished in the analog world of traditional TV. Considering that most digital advertising is sold programmatically, and that digital inventory is often purchased seconds before ads run, it is interesting that upfront buying would take hold in streaming video.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss TikTok's chances of not getting banned, Spotify video podcasts, Pandora's interactive voice ads, HBO Max sign-ups so far, TV ads in console games, why American farmhouses are typically painted red and more.
These include the problems of cross-channel measurement outlined in our May 2020 report, “TV and Digital Video Measurement 2020: Addressing Cross-Platform Challenges.” They also include the inherent difficulty in measuring the results of ads that don’t typically—and aren’t expected to—lead directly to a click or other type of conversion.