Media Buying

NBCUniversal reduced Winter Olympics ratings expectations: Its broadcast strategy is changing after last year’s tepid Summer Games.

Marketers prefer TikTok to YouTube for influencer marketing: While YouTube struggles to catch up to its competitors, TikTok is yet to reach its full potential.

Instagram introduces subscriptions as it vies for control of the creator economy: As Instagram’s cachet diminishes among younger audiences, it hopes monetization tools will keep creators from turning to other platforms.

Sony, Microsoft find middle ground on Activision Blizzard acquisition: Microsoft said it will keep the crucial Call of Duty series available on PlayStation.

New forecast looks at use of social media platforms for influencer marketing: Instagram will continue to gain ground, while Twitter and Snapchat play catch-up.

Marketers saw the potential of location data early and remain major users of it. But applications are expanding beyond marketing.

Big Tech and government regulators set to clash over new merger guidelines: Industry lobbying and legal delays could outlast current crop of antitrust crusaders.

Mobile app gaming has managed to hold on to its pandemic-driven success and then some, reversing our previous predictions that time spent gaming with mobile apps would decline in the US after 2020.

TikTok aims to generate $12 billion in ad sales this year: Reaching that goal requires the social video platform to lure more large advertisers.

Retail media advertising had a banner year in 2021—one that will be hard to top. Although growth is expected to taper this year, there are several reasons why retailers looking to build their own media networks should take notice.

By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.

Join us to learn our outlook for digital advertising, including connected TV, retail media, search, social video, audio, out-of-home, addressable TV, and programmatic

Amid scrutiny of its data policies, Meta launches Privacy Center: With user trust in Facebook still low, parent company Meta hopes more transparency will quell criticism.

As retail media advertising continues to increase year over year, retailers and brands have the opportunity to better plan their digital advertising strategies

WarnerMedia partners with measurement firms to launch Nielsen alternative: The broadcaster is the second this week to announce a fresh option as the TV measurement space becomes more fractured.

Major streaming services enjoyed double-digit viewing time growth in 2021: Our latest US Time Spent With Media Forecast shows that Netflix and Disney rode hits like “Squid Game” to unforeseen success.

NBCUniversal launches NBCUnified: The initiative seeks to capitalize as marketers look to enrich their first-party consumer data given the pending demise of third-party cookies.

Hulu raked in $2.1 billion in ad revenues between October 2020 and November 2021, by far the most of any ad-supported video-on-demand (AVOD) platform in the US.

Sports betting companies tripled TV ad spend in the last months of 2021: With sports gambling available to more people than ever before, operators look to national TV to bring in customers.

On today's episode, we discuss what our analysts think will be the key digital trends of 2022. Where we stand with our digital advertising outlook, how far the pendulum will swing towards AVOD services, when TV and video ad measurement will cease being a hot mess, and more. We then talk about whether video streaming growth has officially stalled and if Univision can bring the immediacy of digital measurement to TV ads. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.