Media Buying


Growth in political ad spending is expected to slow dramatically during the 2019-2020 election cycle, according to Kantar Media, which predicts political campaigns for US federal office will spend $6 billion on paid media placements this year. But a greater share than ever will be directed toward digital channels.

eMarketer senior forecasting analyst Oscar Orozco breaks down our UK digital ad spending numbers by industry and reasons why the region’s ad market is fundamentally stronger than others. Watch now.

Instagram's new Explore page ads will bring more opportunities for marketers—but they also raise concerns about the limit of organic reach, which some claim has already happened in the Instagram feed. Savvy marketers have established best practices to get their content featured on Explore, but when ads are introduced, it could become more challenging to appear there organically.

eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna chat about Americans’ ever-changing media consumption habits. They also dissect planned spend on July Fourth, Gen Z’s selective social network use and a Wikipedia founder’s call for a social media strike.

eMarketer junior forecasting analyst Nazmul Islam breaks down our numbers for Germany's top two industry ad spend players—both of which have a combined spend of about 37% of the market. Watch now.

Retailers’ digital ad spend parallels that of the overall US digital ad market this year, growing 19.1%, according to our latest forecast. For this industry, mobile and search advertising dominate ad spend allocation.

eMarketer senior forecasting director Monica Peart tees up our UK digital ad spend numbers for the financial services industry and shares implications from Brexit, as well as some bright spots. Watch now.

Consumers in the UK are barely increasing their time spent with media, and similar to the rest of the world, time spent with mobile becomes a major driver of digital growth.

In the past month, different anti-fraud vendors and researchers have concluded that ad fraud in digital marketing is lessening while also seemingly getting much worse than previously believed. So why the disparity?

The podcasting industry continues to explode with potential for advertisers, and the numbers show it: Marketers spent $479 million on podcast ads in 2018, and podcast advertising revenues are projected to surpass $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC.

As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

Time spent with digital media in Canada has surpassed that of traditional media for the first time, and digital ad spending has finally caught up with the changing way in which Canadians are consuming media.

eMarketer principal analysts Lauren Fisher and Nicole Perrin consider whether real-time bidding in advertising markets is compatible with the terms of the EU’s General Data Protection Regulation. They also discuss the effectiveness of social media ads, Walmart’s use of AI cameras to curb retail theft and Roku’s robust sales of streaming devices in Q1 2019.

The appeal of traditional media with consumers in Germany is still strong compared with the rest of Europe, despite our estimates that time spent with media there will begin to plateau next year.

eMarketer senior forecasting director Monica Peart shares our revised ad spend for addressable TV in the US and why connected TV may be grabbing a larger share of dollars. Watch now.

eMarketer senior forecasting analyst Cindy Liu breaks out our digital ad spend numbers for the retail sector, including mobile and search, where growth did better than the overall average. Watch now.

eMarketer director of forecasting Shelleen Shum shares our latest ad spend numbers for travel, including estimates into 2020. Watch now.

eMarketer senior forecasting director Monica Peart breaks out our ad spend numbers for the auto and financial services industries and explains why one has gained over the other. Watch now.