Media Buying


Companies like Wal-Mart, Target and Amazon have been flocking to YouTube to run branded content and advertising campaigns. Digital video ad spending on the Google-owned platform continues to grow, and is expected to maintain the biggest share of US video ad revenues through 2017.

Mobile is coming to account for an ever-increasing proportion of programmatic digital ad spending in the UK. As with the wider programmatic landscape, an education phase is currently under way, but marketers are learning fast.

Buyers and sellers alike see value in reaching audiences across all screens. Register here for a complimentary eMarketer webinar to learn about the opportunities and challenges of achieving a more people-based approach to targeting. Topics in this webinar include: What’s the current state of cross-device targeting among advertisers? Where does TV fit in to the cross-device landscape? How valuable is first-party data? Will marketers attempting to target audiences run into privacy concerns?

TV is still the No. 1 medium for daily consumption in Canada, but the internet is not far behind. The vast majority of consumers in the country spend time with both every day—as well as with radio.

Digital movie viewership in South Korea has nearly tripled in two years, according to one source, and watching TV programs via the internet is also becoming more common.

The rise of digital and mobile video may have made an impact on the lives of viewers in Australia, but the time spent on digital video activities is still small compared to traditional TV.

Most internet users in Germany use social networks, and juggernaut Facebook is popular in the country. But other sites are less widely used in Germany than in the nearby UK.

Mobile messaging takes up a lot of smartphone time in China, where the average user has significantly increased time spent with their device in the past year. Online video viewing takes a distant second for smartphone time.

Display ad spending may be about to outpace search this year in the US, but in many markets, search is still in the lead—and expected to stay there. And according to 2015 research, marketers around the world are planning to increase search spending this year.

Spending on out-of-home ads in South Korea slipped in 2015, with falling spending on transit ads dragging down increases in billboard and entertainment-area ad spending. But that’s expected to change this year, according to one researcher.

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined, the categories of video, sponsorships, rich media and “banners and other” will account for the largest share of digital ad spending: 47.9%, worth $32.17 billion.

Young people in Brazil spend the most time with mobile devices, according to September research, and Facebook is likely a major recipient of their attention. Google is the No. 2 mobile property in the country.

When buying programmatically, there are many important factors that come into play. Being able to buy display, as well as inventory across channels via a single platform are two of the top ones, according to US media practitioners.