Media Buying
The (sports) bets are in: Sport gambling companies have increased their ad spend 82% YoY since mid-June and will likely continue to increase their marketing efforts as legalization continues.
How US media use will change in 2021, virtual co-viewing, and video games replacing music
Feb 2, 2021eMarketer junior forecasting analyst Zach Goldner and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how US media use will change in 2021: Are fewer Americans watching TV, which digital devices are being used more, and how much time is spent with TikTok and Disney+? They then talk about how much people are willing to pay for TV streaming, virtually co-viewing digital content, and whether video games have replaced music as the most important aspect of youth culture.
Facebook outperforms our Q4 2020 expectations but warns of Apple’s mobile changes impacting business
Jan 29, 2021The pandemic barely affected Facebook’s bottom line: The company reported substantial Q4 ad revenue increases, though it also provided guidance that Apple’s upcoming mobile changes will impact Facebook’s business starting in Q1 2021.
The coronavirus pandemic dampened growth in US mobile ad spending. This year, we expect US mobile ad spending will rise by 22.2% to $117.35 billion, which falls below our pre-pandemic estimate ($123.59 billion).
US adults added 1 hour of digital time in 2020
Jan 26, 2021Amid the pandemic, US adults spent 1 hour more per day on digital activities (across all devices) than they did in 2019, according to eMarketer’s latest time spent forecast from Insider Intelligence. Total digital time is now on track to surpass 8 hours by the end of 2022.
France to make Google pay for news: It took two years, an EU copyright directive, and battle with antitrust regulators—but France's success could set a precedent for other news publishers in Europe.
Coca-Cola won’t run Super Bowl ads this year, as the event struggles to garner advertisers
Jan 20, 2021A dry Super Bowl: Coca-Cola will join Pepsi in holding off on running advertisements during the Super Bowl LV, after a tough year for the beverage giant.
US consumers spend more time on TikTok per month than on Facebook or Instagram, says App Annie
Jan 15, 2021Time 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.
Super Bowl LV likely to hit highest ad revenues ever, with 30-second spots reaching $5.6 million
Jan 12, 2021Kantar 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.
eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses whether major marketers will pull spending on social platforms because of brand safety and ethical concerns, what to make of Facebook's new advertiser “topic exclusion controls” test, and the types of content consumers prefer brands avoid the most. She then talks about tech companies introducing rules that favor their own business models, Facebook's relationship with political content, and whether Google is waving goodbye to Australia.
Walmart is building its own demand-side ad platform: This lets advertisers buy off-site ads using Walmart’s wealth of consumer shopping data, which could help the retail giant gain share in the online ad war against Amazon.
In the UK programmatic landscape, private marketplaces prosper and open exchanges stall
Jan 29, 2021UK programmatic digital display ad spending increased in 2020, despite the incredibly challenging conditions. The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others.
Out-of-home ad spending was the hardest-hit ad sector during 2020, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years.
The Weekly Listen: The power of social networks, Twitter leans into audio, and news use on social media
Jan 22, 2021eMarketer principal analysts Mark Dolliver and Sara M. Watson, along with junior analyst at Insider Intelligence Blake Droesch, discuss the true power of the social media giants, how Gen Z viewers like to consume sports, Twitter leaning into audio, news use on social platforms, how the pandemic has reshaped children's screen time, why people get "red eye" in photos, and more.
US in-app video ad spending will rebound in 2021, bolstered by social media advertising
Jan 22, 2021*Social networks will boost US mobile video ad spending this year.* In-app video advertising on platforms like Instagram and Snapchat was the main driver of growth, with new YouTube and Roku ad inventory helping, too.
The automotive industry shows signs of recovery
Jan 20, 2021Automotive digital ad spending will grow by 21.4% in 2021 to $13.29 billion, slightly below its pre-pandemic peak.
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.
