Media Buying


eMarketer principal analyst Lauren Fisher joins us to discuss the potential of programmatic out-of-home advertising. Why is this category important now? How is it different from other digital ad formats? And what role does automation play in the buying and selling of digital billboard ads?

Despite the rapid rise of digital, time spent with traditional media remains dominant in France. However, as consumers max out on how much they can multitask per day and reach a media saturation point, total time spent with media will likely plateau in the next several years.

eMarketer vice president of research Jennifer Pearson unpacks a new study from Common Sense Media on screen use among teenagers and adults. How does screen time affect sleep? How do teens and their parents perceive their own, and each other’s, level of smartphone use? And how does the study compare with other research on this subject?

Facebook users are spending less time on the social platform, and that is leading to a reduction in overall time spent with social networks in the US. Time spent on social networks declined by 1 minute last year, a stark difference from the cumulative 13-minute gain in 2016 and 2017.

As the US smartphone market decelerates, Apple and Best Buy have been experiencing slower sales growth, and we forecast that the number of smartphone users will grow just 3.0% in 2019.

eMarketer junior analyst Nazmul Islam explains why we’ve raised our estimates on programmatic display ad spending. Watch now.

For the first time ever, US consumers will spend more time using their mobile devices than they will spend watching TV, with smartphone use dominating that time spent.

As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.

Adults in France continue to devote more time to digital, especially video: Total viewing time (TV and digital video) remains steady, meaning viewers are replacing time spent with TV for digital video. This year, for the first time, digital video time will surpass 20% of total viewing time.

Facebook’s move last year to discourage passive consumption of content, especially videos, has impacted engagement. Average daily time spent on the platform by US adult users fell by 3 minutes in 2018. And that time will remain unchanged this year, per the latest eMarketer forecast on US time spent with media. In fact, we have reduced our forecast for Facebook compared with the previous figures released in Q3 2018.

eMarketer senior forecasting analyst Oscar Orozco tees up our ad spend numbers for the travel and CPG verticals and shares reasons behind the shifting outlook. Made possible by Teads. Watch now.

eMarketer forecasting analyst Eric Haggstrom shares our US programmatic advertising numbers and the shift from almost entirely open auctions to private marketplaces. Made possible by Teads. Watch now.

Digital's share of time spent is above 50% in China, US, UK, South Korea and Canada, but under 50% in France, Germany, Japan and India. 

This year, for the first time, adults in China will spend over half of their daily media time on the internet. This is largely a result of increased government efforts to transform and develop internet infrastructure in the more rural parts of the country.

eMarketer forecasting analyst Eric Haggstrom tees up video's position within programmatic ad spending and the factors behind its unexpected growth. Made possible by Teads. Watch now.

eMarketer principal analyst Mark Dolliver and senior analyst Paul Briggs talk through the new eMarketer report collection: “Time Spent with Media 2019.” They cover trends in digital and traditional media usage across geographies, including digital video, TV, social platforms and mobile.

Total time spent with media has stalled in the US, with declines in time spent with TV and other traditional media being offset by increases in time spent with digital media.

Media consumption in Canada has reached a tipping point. This year, for the first time, adults in Canada will spend more daily time with digital content than with traditional media, according to eMarketer’s latest forecast on time spent with media.

With scant details available on how Facebook’s upcoming “Clear History” tool will work, the impact on advertisers is hard to gauge. Those reliant on Facebook’s business tools may take a hit, but if the feature is not widely promoted to users, it may not be adopted in significant enough numbers to meaningfully impact ad sales.

eMarketer senior forecasting analyst Oscar Orozco digs into our numbers for video viewers in China and stacks them up against other countries, including the US. Watch now.