Media Buying


Programmatic is quickly becoming a key part of the media buying landscape in Finland. According to the Association of Finnish Advertisers, three-quarters (75%) of advertisers in the country bought ads programmatically as of December 2015.

Ad spending during the NCAA Men's Division 1 Basketball Championship continues to climb, though fewer advertisers are participating than did a few years ago. One reason could be the price.

Mobile ad spending is still growing rapidly in Canada, eMarketer estimates, and will account for more than 48% of digital ad spending in the country this year. Growth rates are dropping, though, and will fall to single digits by 2020.

The worldwide recession hit Spain hard, and brought down ad spending significantly. Total media spending has still not recovered, but it is on the rebound.

Mobile ad spending in the UK continues to show strong growth and is expected to rise 35.0% this year, accounting for 27.0% of UK total media ad spend. This marks the first time that that mobile has overtaken TV ad spending in the country.

Despite a general economic slowdown in China, the internet sector shows no signs of abating and eMarketer predicts that digital ad spend will reach $40.42 billion in 2016, a 30% increase on last year’s spend.

Most marketing professionals in Sweden plan to increase their Facebook advertising budget in 2016. Merely 13% plan to decrease it.

Pete LaFond, vice president of marketing at TruSignal, talks about programmatic advertising in the addressable TV space.

Internet users in South Korea are losing faith in traditional media, according to longitudinal research. Trust in digital channels, meanwhile, is holding steady.

Chris Thorne, CMO of The Honest Company, an eco-friendly retailer, talks about engaging with millennial mothers and discovering what they value.

The two core areas of digital video monetization, advertising and subscriptions, remain on aggressive growth trajectories. Revenue in the US is up across the board and forecasts call for continued increases.

Twitter has been focusing on efforts to attract more users to its service, but growth remains slow and the service is also still not materially monetizing logged-out users.

Beth Gilmore, head of global demand for Twitter-owned MoPub, talkes about in-app inventory and in-app advertising.

When it comes to targeted advertising, many US internet users across generations feel like they are often forgotten about by advertisers, according to November 2015 research. And they feel it is about time they are recognized.

The US digital video advertising market is on pace to nearly double by 2019, according to eMarketer estimates. But concerns around video ad fraud and difficulty with audience verification are affecting video buying, according to US advertisers and agencies.

Next year will mark a major milestone for ad spending, as total digital surpasses TV for the first time, eMarketer predicts. In 2017, TV ad spending will total $72.01 billion, or 35.8% of total media ad spending in the US. Meanwhile, total digital ad spending in 2017 will equal $77.37 billion, or 38.4% of total ad spending.

Internet users in South Korea have shifted their trust in the media toward digital, and away from traditional. But in nearby China, the same researcher found trust in traditional holding strong.

The application of programmatic and data-driven automation to linear TV advertising isn't as nascent as brands and agencies might think, according to Walt Horstman, president of programmatic TV platform AudienceXpress. Horstman discusses the state of programmatic TV, which for AudienceXpress is about automating audience-based, linear TV ad buying—and the different ad products that have emerged.

Amory Wooden, director of brand marketing at Squarespace, discusses how the company created a memorable second-screen experience during Super Bowl 50.

Millennials account for an estimated one quarter of consumer spending, according to August 2015 research. Yet, advertisers spend more than a third of their total media budget pursuing them.