Media Buying


Analyst Take: How the Coronavirus Will Change Our US Out-of-Home Ad Spending Forecast

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during H1 2020.

In this episode hosted by eMarketer global director of public relations Douglas Clark, forecasting analyst Eric Haggstrom discusses how the coronavirus pandemic is affecting eMarketer’s video ad spending forecasts, including predictions on digital video viewing habits heading into Q2.

In this episode hosted by eMarketer global director of public relations Douglas Clark, forecasting analyst Eric Haggstrom sheds light on how the coronavirus pandemic is affecting eMarketer’s search ad spending forecasts, including repercussions for the travel and retail industries.

Media Buyers Get More Pessimistic About Future Spending

Most US advertisers had started holding back their spending due to the coronavirus pandemic in mid-March, expecting to make deep cuts in Q2. But early April research suggests those cuts may be worse than previously anticipated.

Analyst Take: How the Coronavirus Will Change Our US Digital Display Ad Spending Forecast

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.

How Our US Ad Spending Numbers Are Changing

eMarketer forecasting analyst Eric Haggstrom, vice president of forecasting Monica Peart and principal analyst Nicole Perrin discuss the latest revisions to our US ad spending forecasts. They then talk about Twitter sharing more information with advertisers, social distancing ads showing up in games and Microsoft's digital-only events commitment.

In this episode hosted by eMarketer global director of public relations Douglas Clark, vice president of forecasting Monica Peart sheds light on how the coronavirus pandemic is affecting eMarketer’s traditional ad spending forecasts.

eMarketer vice president of forecasting Monica Peart shares her insights on how the coronavirus pandemic is affecting our US TV ad spending forecasts. This episode is hosted by global director of public relations Douglas Clark.

Lessons From How the Last Recession Hit Ad Spending

eMarketer principal analysts Mark Dolliver, Andrew Lipsman and Nicole Perrin discuss lessons that businesses can take from the last recession and the effect it had on ad spending. How will digital hold up? Which channels are advertisers pulling back from? Will the US stimulus package help? They then talk about what consumers will likely spend less on if they lose their jobs, why Twitter will now allow COVID-19 ads and the knock-on effects of moving Amazon Prime Day.

What Consumers Expect From Brands During the Coronavirus

eMarketer principal analyst Nicole Perrin looks at what consumers expect to see from brands during the pandemic. She then discusses Google now allowing COVID-19 ads to run on its platforms, the T-Mobile and Sprint merger being finalized and how radio has been performing recently.

Despite the economic downturn brought on by the coronavirus pandemic, we estimate that US spending on digital video advertising still has the potential to increase by as much as 7.8% during H1 2020—or decrease by as much as 5.2% vs. H1 2019.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.

Analyst Take: How the Coronavirus Will Change Our US Digital Video Ad Spending Forecast

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.

The Ad Platform: Advertising on Amazon During the Pandemic

Melissa Burdick, co-founder and president of Amazon ad buying technology provider Pacvue, joins host Nicole Perrin to explain Amazon's ad products and shares how the ongoing crisis (including logistics difficulties) is changing advertising on the ecommerce marketplace.

Increased Media Consumption During Pandemic May Not Translate to Ad Revenue Growth

With the coronavirus pandemic keeping most people worldwide at home, media consumption is up. But with an economic slowdown crashing markets and supply chains disrupted by the virus, many advertisers are pulling or pausing spend—meaning increases in media engagement aren’t translating into increased ad revenues.

US spending on search advertising will decline by between 8.7% and 14.8% in H1 2020. That’s about $6 billion to $8 billion less than we expected. Our previous forecast of US digital ad spending, completed on March 6, 2020, called for a 14.4% increase in search ad spending for all of 2020.

Trust in the Media During the Pandemic

eMarketer senior analyst Paul Briggs, principal analyst Mark Dolliver and senior analyst Bill Fisher discuss how trust in the media is changing in the US, UK and Canada. They then talk about brands repurposing sports budgets, the English Premier League considering a direct-to-consumer streaming service and how advertisers' messaging tone differs between countries.

Analyst Take: How the Coronavirus Will Change Our US Search Ad Spending Forecast

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.

Mobile Advertising Declines Due to COVID-19, Despite Increased Time Spent

As the coronavirus outbreak continues and the federal government extends social distancing recommendations, people are spending more time on their phones, but advertisers are most likely going to be spending less money on mobile advertising.

The last US recession—which lasted from December 2007 to June 2009—resulted in two straight years of US ad spending declines. As the coronavirus spreads worldwide more than a decade later, the US faces what looks like another economic downturn.