Media Buying


Time ticks away on TikTok: US consumers now spend more time on TikTok than other social apps, according to new App Annie data—and that’s not surprising given how they use the app.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

Kantar estimates that the slots will average $5.6 million a pop this year, reflecting the NFL’s unique ability to continue pulling in viewers and marketers.

Net connected TV (CTV) ad revenues from YouTube, Roku, and Hulu made up about half of all US CTV ad revenues in 2020, with YouTube in the lead as the largest seller.

The major auto companies reported improved Q4 2020 sales figures yesterday, a good indication for ad spending growth this year if momentum persists.

The iPhone 12 Pro became the first phone to have a back-facing Light Detection and Ranging (Lidar) camera, which enables more sophisticated augmented reality (AR). (Top-end Android phones use a similar Time-of-Flight, or ToF sensor.) Lidar can near-instantaneously detect depth and size, allowing for rapid and very detailed mixed reality functions for apps, such as furniture placement or full-body Snapchat Lenses. This should supercharge mobile AR spending and make such ads more feasible.

The biggest demand-side platforms (DSPs), like Amazon and Google, are the companies best poised to navigate the shift away from third-party cookies, according to US marketers, which could see the companies gain market share as cookies are phased out.

eMarketer principal analysts Mark Dolliver, Sara M. Watson, and Nicole Perrin, along with junior analyst at Insider Intelligence Blake Droesch, discuss the latest government lawsuits against Google, Twitter's new "Spaces" audio feature, 2021 Super Bowl commercials, the reception to Apple's new privacy labels, The Walt Disney Co. throwing its weight behind streaming, what all "Friends" episodes have in common, and more.

November marked the highest ad spend growth for 2020 yet, with digital shining particularly brightly—in line with expectations of an end-of-year rebound.

eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss what they're paying attention to in 2021 and why: digital ad measurement, connected TV, and ecommerce channel advertising.

Univision dives into the streaming market: Spanish-language broadcaster Univision will launch a free ad-supported streaming service this quarter, building on its YouTube presence to extend further into digital video.

Marketers shift their strategies to focus on CTV—that includes those that take advantage of CTV’s better targeting and measurement. But even though linear TV is on the decline, it’s still massive, and marketers need to balance their strategy shifts accordingly.

eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses some big questions heading into 2021: What kind of traditional media rebound do we expect, will there be a tidal wave of pent-up demand, and how has the customer journey changed forever? She then talks about the implications of IAC spinning off Vimeo, whether we have already given up on privacy, and Amazon Marketing Cloud (AMC) opening a public beta.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses what he's paying attention to in 2021 and why: how the coronavirus changed mobile, the importance of iOS 14, and regulation's impact on location data.

Never in the past two decades of social media history have the features, ad formats, and other business initiatives of the four major social platforms looked as similar as they do today.

During the pandemic, consumers made fewer local searches, and local search advertising dropped dramatically.

Programmatic digital display ad spending will grow 10.4% this year, outpacing overall digital ad spending because of its cost-effectiveness and the transparency it provides.

A seemingly growing percentage of CTV advertising is fraudulent, but how big the issue actually is has the industry divided.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

Unilever will advertise on Facebook and Twitter again after they agreed to improve their content policies—and we may see more of this strong-arming by advertisers in the future.