Media Buying


The second half of July means Q2 earnings are out. While some results were surprising, others showed companies’ continued growth, and in one instance, even a potential rebound. We offer our analysis on six companies as well as our own forecasts.

eMarketer junior forecasting analyst Nazmul Islam explores our revised TV ad spending numbers in Canada, as well as our latest outlook on time spent. Watch now.

Growth in political ad spending is expected to slow dramatically during the 2019-2020 election cycle, according to Kantar Media, which predicts political campaigns for US federal office will spend $6 billion on paid media placements this year. But a greater share than ever will be directed toward digital channels.

The podcasting industry continues to explode with potential for advertisers, and the numbers show it: Marketers spent $479 million on podcast ads in 2018, and podcast advertising revenues are projected to surpass $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC.

Instagram's new Explore page ads will bring more opportunities for marketers—but they also raise concerns about the limit of organic reach, which some claim has already happened in the Instagram feed. Savvy marketers have established best practices to get their content featured on Explore, but when ads are introduced, it could become more challenging to appear there organically.

eMarketer forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna chat about Americans’ ever-changing media consumption habits. They also dissect planned spend on July Fourth, Gen Z’s selective social network use and a Wikipedia founder’s call for a social media strike.

eMarketer junior forecasting analyst Nazmul Islam breaks down our numbers for Germany's top two industry ad spend players—both of which have a combined spend of about 37% of the market. Watch now.

Retailers’ digital ad spend parallels that of the overall US digital ad market this year, growing 19.1%, according to our latest forecast. For this industry, mobile and search advertising dominate ad spend allocation.

eMarketer senior forecasting director Monica Peart tees up our UK digital ad spend numbers for the financial services industry and shares implications from Brexit, as well as some bright spots. Watch now.

In the first of two special episodes of “Behind the Numbers,” we look back at three key digital trends from earlier this year: Facebook ad revenues, digital disruption in retail and the surge of voice assistants.

Stacey Grier, who became Clorox's CMO in December 2018, shares similar attitudes to her predecessor. For our report on the future of Facebook advertising, eMarketer principal analyst Debra Aho Williamson spoke with Grier to find out why marketers still rely on Facebook for effective targeting and how Clorox is working alongside the social giant to make the platform a positive place for advertisers—and consumers—in the future.

eMarketer senior forecasting analyst Oscar Orozco breaks down our UK digital ad spending numbers by industry and reasons why the region’s ad market is fundamentally stronger than others. Watch now.

As the relationship between brands and their partner agencies continues to evolve, more brands are looking to bring projects in-house, citing cost as a factor. For Cars.com, however, bringing digital media buying in-house was primarily motivated by the desire to have more control over data, though cost was another consideration.

eMarketer vice president of content studio Paul Verna discusses YouTube’s changes to video suggestions. He also explores the popularity of hearables vs. smartwatches and asks: “When it the perfect time to send an email?”

Time spent with digital media in Canada has surpassed that of traditional media for the first time, and digital ad spending has finally caught up with the changing way in which Canadians are consuming media.

eMarketer principal analysts Lauren Fisher and Nicole Perrin consider whether real-time bidding in advertising markets is compatible with the terms of the EU’s General Data Protection Regulation. They also discuss the effectiveness of social media ads, Walmart’s use of AI cameras to curb retail theft and Roku’s robust sales of streaming devices in Q1 2019.

The appeal of traditional media with consumers in Germany is still strong compared with the rest of Europe, despite our estimates that time spent with media there will begin to plateau next year.

eMarketer senior forecasting director Monica Peart shares our revised ad spend for addressable TV in the US and why connected TV may be grabbing a larger share of dollars. Watch now.

eMarketer senior forecasting analyst Cindy Liu breaks out our digital ad spend numbers for the retail sector, including mobile and search, where growth did better than the overall average. Watch now.