Media Buying


The US telecom industry has long been an advertising behemoth. While the telecom space has fewer companies than any of the other industries we track, these players are almost all huge spenders.

The Ad Platform: Checking in on Programmatic Trends 6 Months into the Pandemic

"Volatility" has been the watchword of the pandemic in regards to programmatic display ad buying. Nicolas Bidon, CEO of Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the programmatic media firm has experienced in recent months, and what's coming as targeting and attribution challenges mount.

US Digital Radio Ad Spending Will Drop 17.0% in 2020

We forecast that US digital radio ad spending will shrink from $4.48 billion in 2019 to $3.72 billion this year, a 17.0% decrease.

Podcasting Is a Bright Spot amid Declining Digital Radio Spending

Digital radio spending has declined during the pandemic, which is in line with reduced advertiser demand. We do, however, expect growth to rebound by 26.8% next year.

Ad-supported video-on-demand (AVOD) platforms saw strong growth in ad revenues last quarter, a bright spot in the overall ad market during the pandemic.

Pandemic Causes Financial Services Advertisers to Emphasize Online Banking

Despite the decline in total ad spending in the US this year, the financial services industry will increase its digital ad outlays. Why? The pandemic has caused many consumers to reassess their personal finances and change how they bank, leading the financial services industry to continue spending on digital ads during the pandemic.

How Advertisers Could Handle Existing TV Ad Commitments amid the Cancellation of College Sports

Two of the NCAA Division I Power Five conferences (Big Ten and Pac-12) announced that they would postpone all fall college sports as a result of the ongoing pandemic.

The Weekly Listen: Will Travel Recover, Merging Facebook's Apps and Google's 'People Cards'

eMarketer principal analysts Mark Dolliver and Nicole Perrin and junior analyst at Insider Intelligence Blake Droesch discuss when the travel industry will recover, Facebook merging its apps' messaging services, corporate culture suffering with remote work, Google's "People Cards," social media ad load, what are we born afraid of and more.

The Ad Platform: The Trouble with Real-Time Bidding and Personal Data Protection

When internet users open most websites or apps, a bid request broadcasts information about potential ad impressions far and wide. Johnny Ryan, senior fellow at both the Irish Council for Civil Liberties and the Open Markets Institute, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why real-time bidding as it's currently executed has personal data protection problems.

Out-of-Home Advertising Now that Everyone's Inside

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Nicole Perrin discuss what's next for out-of-home advertising now that the US is sheltering in place. They then talk about college football's TV ad inventory being in jeopardy, TikTok's data collection practices and the social platforms that small businesses are most likely to advertise on.

Radio Ad Spending Will Decline by 25% This Year

During the pandemic and ensuing lockdowns, fewer people commuted to work daily, and many local businesses cut their marketing budgets as they fought to stay open. These conditions have strained the radio advertising market.

The Weekly Listen: Virtual Water Coolers, Frugal Consumers, and Instagram on Facebook

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how to recreate those water cooler moments in the digital world, how much Super Bowl LV commercials are going for, watching Instagram Stories on Facebook, parents' more positive view of devices, the number of Facebook Watch viewers, the difference between frugal and cheap, what you didn't notice about that double rainbow, and more.

Retailers have traditionally leaned marginally toward direct-response advertising rather than branding, and thus they slightly exceed industry averages when it comes to spending on search rather than display.

What's Going on with Facebook and Apple?

eMarketer principal analysts at Insider Intelligence Nicole Perrin and Yory Wurmser discuss why Facebook is sounding the alarm on Apple's iOS 14 update to its privacy and tracking settings. They then talk about CVS's new ad platform, programmatic returning to pre-pandemic norms, and how mobile ad spending is fairing.

The Sharing Economy, Now That No One Wants to Share

eMarketer principal analysts Mark Dolliver and Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom discuss whether Uber, Lyft and Airbnb can make a comeback. They then talk about what kids are doing with their increased screen time, location data consent and how comfortable Americans are with normal, everyday activities.

In a difficult year for retail sales overall, the US retail industry will remain the largest spender on digital advertising among all verticals, despite a huge deceleration in growth.

US Digital Display Advertising Is Weathering the Storm

The vast majority of digital display advertising in the US is bought and sold programmatically—that is, with automation, including programmatic direct setups and more traditional forms of real-time bidding (RTB). This year, these transactions will make up 84.5% of the digital display ad market.

US B2B Digital Advertising Thrives amid the Coronavirus as Traditional B2B Spend Plummets

Though the B2B digital ad market represents a small slice of total US digital ad spending in 2020, it is thriving as the coronavirus pandemic continues to plague parts of the world and hinder the economy.

The Duopoly's Share of the UK Ad Market Will Dip Below 66%

Google and Facebook made up 67.8% of the UK digital ad market last year, which we expect will drop slightly to 65.9% this year.

The retail industry has faced major changes this year, both good and bad. Companies have had to adjust budgets, reimagine marketing efforts and adapt to new consumer behaviors. Uncommon Goods, an eco-conscious online and catalog retailer of unique gifts, is no stranger to this variety of operational shifts brought on by the pandemic.