Media Buying


Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively, although oddly, it will also have the best performance for digital ad spending growth at 5.0%.

How the Coronavirus is Changing US Social Media Usage

When US consumers started spending more time at home during the pandemic, they also started using social media more, providing an unexpected boost to engagement on these platforms.

Agencies and Brand Marketers Are Altering Their Planned Sports Ad Spend

Despite the return of some sporting events like NBA exhibition games and the MLB, marketers are delaying their planned ad spend.

Digital video is the lone silver lining in Canada’s ad market. Despite the pandemic, video ad spending will grow 3.6% this year to reach CA$2.18 billion ($1.64 billion).

As Americans hunkered down under stay-at-home guidelines for much of March and April, they unsurprisingly consumed more mobile media. The added mobile time, however, wasn’t distributed equally.

Digital Ad Spending in Latin America Is Growing Despite Market Volatility

Digital is quickly becoming the channel of choice for many advertisers in Latin America. From 2015 to 2020, digital’s share of total media ad spending in Latin America more than doubled from 18.0% to 39.1%. Given the current circumstances, this share should further improve in the years ahead.

The first reported cases of COVID-19 were in Wuhan, China, in late December 2019. The government then issued a mandatory quarantine order on January 23 that confined the city’s inhabitants to their homes, and other cities soon followed with their own lockdowns. With little to do and nowhere to go, media usage in China spiked.

Laura Martin, managing director at Needham & Company, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss her outlook for ad spending, the Facebook boycotts, the importance of the gaming audience and why Netflix cannot survive unless it embraces advertising.

The vast majority of mobile time is browsing online. We estimate that US adults will spend, on average, more than 4 hours with mobile internet, with 88% of that time spent within apps.

US TV Upfront Ad Spending Will Fall $5.5 Billion for the 2020-2021 Season

US upfront TV ad spending will decline 1.4% in the 2019-2020 season to $20.28 billion, and drop a substantial 27.1% in the 2020-2021 season to $14.78 billion, a $5.5 billion difference year-on-year.

Terry Kawaja, founder and CEO of strategic advisory firm Luma Partners, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the pandemic's effects on live events and the ad market, the importance of marketers taking a stand on social issues and using economic downturns to increase brand presence.

The US will remain the largest market worldwide for total and digital advertising for the foreseeable future. China achieved rapid catch-up growth for a while, starting at one-quarter of the US spend in 2012 and rising to almost half by 2020.

Across Western Europe, most traditional media will see severe cutbacks in ad spending in 2020, as the disruptive effects of the coronavirus pandemic continue. But TV will see some of the steepest declines.

The Ad Platform: How Political Advertisers Are Reaching Voters Through Digital Media

2020 has shaped up to be an unusual presidential election year, to say the least. Grace Briscoe, vice president of Candidates + Causes at Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how political advertisers are leaning on connected TV, audience targeting, Facebook and more as they work on fundraising and getting out the vote.

Digital won’t be able to make up for the shortfall in ad spend in the UK's traditional channels, but it will register a small increase this year.

Consumer Perceptions About Facebook Ad Boycott, Where Those Dollars Are Going and Political Ad Bans

eMarketer principal analysts Debra Aho Williamson and Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss consumer perceptions of the Facebook ad boycott and where dollars are being redirected. They then talk about how much is too much to pay for streaming TV, advertising expectations for H2 2020 and why WhatsApp Business has grown tenfold in a year.

How Marketers Are Using Social Listening Right Now

Marketers have long turned to social media to hear and respond to what people are saying, gauge sentiment, and inform and support their team's marketing strategy. But the coronavirus pandemic has put fresh emphasis on the practice known as social listening.

Even before COVID-19 caused a spike in TV time in Canada, TV continued to be a strong medium of choice. But amid stay-at-home measures, consumers turned to a blend of TV and digital video for long-form content.

The Ad Platform: Advertisers Demand Flexibility in Uncertain Times

Digital media is relatively flexible, which has benefited it during the pandemic. Ivan Markman, chief business officer at Verizon Media, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how digital platforms can be even better at supporting this flexibility, as well as the explosion of connected TV advertising and the future of virtual and augmented reality.

The depth and lasting impact of the global recession, along with the sharp economic downturn in the UK, signal a long and challenging road to recovery.