Media Buying


This year will mark a major milestone in the world of advertising. For the first time, digital ad spending in the US will exceed traditional ad spending, according to eMarketer’s latest forecast. By 2023, digital will surpass two-thirds of total media spending.

Maturing direct-to-consumer brands struggling to scale social channels find a cost-effective solution in TV ads.

One of the biggest trends in advertising this year will be consumer privacy and security concerns, which has forced marketers to get their data houses in order.

Dismayed by a shortage of high-quality bras, and limited store inventory, Heidi Zak co-founded the direct-to-consumer (D2C) startup ThirdLove in 2013. The mission was simple: make shopping for a bra a better experience. With a strong focus on personalization, ThirdLove stocked a wide range of sizes and styles and used customer data to create an innovative buyer journey.

There's a lot of potential for programmatic advertising in account-based marketing, but a foundation must be put in place first.

The inaccuracies of last-click attribution are well-documented, yet many marketers still rely on it.

TV ad buying is unlikely to follow the real-time bidding model that became popular with digital advertising. However, many TV advertising tasks—including reporting, creative placement and measurement—are likely to become more automated.

As TV advertising becomes more digitized, marketers are turning to more sophisticated attribution models.

Some marketers are taking control of their campaigns by in-housing various advertising services such as ad creative, social and search.

In the latest episode of eMarketer's "Behind the Numbers," analysts Karin von Abrams and Bill Fisher break down eMarketer's latest estimates for programmatic in the UK, Germany and France, and discuss market outlooks amid heightened regulatory oversight and growing privacy concerns.

Some marketers turn to data scientists as they look to improve their ad measurement and digital attribution capabilities.

eMarketer Analyst Insight: Facebook's share of digital ad revenues far exceeds its share of digital media time. With average ad revenues per user growing as absolute time spent with Facebook in the US stagnates, the gap is expanding, leading to higher costs to grab the average user's attention.

In the latest episode of "Behind the Numbers," eMarketer senior analyst Bill Fisher breaks down the data for the digital OOH market in the UK. How many British consumers see DOOH ads? Where are the ad dollars coming from? Which advertisers are making waves?

Snap Inc. reported Q4 2018 earnings Tuesday and, like Facebook, beat expectations for revenue and usage. In this eMarketer Analyst Insight, principal analyst Debra Aho Williamson and senior analyst Jasmine Enberg explain four key takeaways for advertisers.

Over-the-top video inventory demand is very strong, but the supply of impressions is limited. This has created an opportunity for fraudsters to trick advertisers into buying inventory that does not really exist.

B2Bs aren't traditionally big spenders on digital ads, but industry experts and our forecasts indicate that 2019 will be a year of growth.

Out-of-home advertising is weathering the digital storm better than other legacy ad mediums. It offers measurability and continues to evolve by embracing digital technologies like automated ad buying.

In the latest episode of “Behind the Numbers,” Paul Briggs, analyst at eMarketer, details Canada’s media consumption habits and contrasts it with how advertisers allocate their budgets.

In the latest episode of eMarketer's "Behind the Numbers," analysts Karin von Abrams and Bill Fisher break down eMarketer's estimates for programmatic in the UK, Germany and France, and discuss the outlook for those markets amidst heightened regulatory oversight and growing concern about privacy.

Fragmented and rudimentary measurements prevent more brands from buying in to podcasts. However, some of these issues may improve as ad standards emerge.