Media Buying


Both brand marketers and media agencies have concerns when it comes to their digital media buying and planning. According to April 2016 research, click fraud and viewability are a significant worry for both.

US consumer packaged goods (CPG) and consumer products advertisers will spend $5.97 billion on digital advertising in 2016, an 18.2% gain from 2015 that will see this sector account for 8.7% of total US digital ad spending for the year.

eMarketer estimates that adults in Canada will spend an average of 9 hours 41 minutes a day using media in 2016, nearly 2.5 fewer hours per day than the average US adult, according to eMarketer’s latest forecast on time spent with media. Mobile is driving the gains in Canada, but the growth rate is slowing.

Call it a one-two punch to advertisers and content providers. With Americans’ attention increasingly divided among an ever-expanding array of internet-connected devices, the number of people multitasking while watching television continues to rise, while cord-cutting also accelerates.

Nearly a quarter of internet users in France are willing to receive targeted ads based on their search history—if they get something good in return, like a deal or special offer. But six in 10 said they would not take any personal-data-related actions no matter what.

Executives at Opera Mediaworks and Unacast discuss using beacon and proximity data for retargeting.

Roughly two-thirds of US agency and marketing professionals said they expect to increase their desktop video ad spending, as well as mobile video ad spending, within the next 12 months, according to March 2016 research.

Out-of-home spending and cinema spending grew over the course of the year, with out-of-home growth modest, at 7.6%, while cinema spending, niche by nature, grew by 48.1%.

A growing share of programmatic ad spending in China is moving to mobile devices, driven in part by the popularity of ad markets offered by players including Alibaba, Baidu and Tencent.

This year, Americans will spend more than half of their social networking time on Facebook, according to eMarketer’s latest forecast of time spent with media. Going forward, however, growing competition from other social networks will make it increasingly challenging for Facebook to significantly grow engagement time.

Chris Harrison, chief technology officer at Epsilon, discusses the challenges marketers face when trying to make multichannel marketing work.

The US financial services industry will spend $8.37 billion on digital advertising in 2016, a 14.5% gain from 2015. As a result, this sector will be responsible for 12.2% of total US digital ad spending for the year.

In the US and Canada, growth in time spent with media by adults has slowed to a crawl—at least until the next big technological disruption comes along. In the UK, by contrast, time spent with media continues to rise, even if less so than earlier in this decade. Significant growth in time spent may come to a halt in the next decade, but it has not done so yet.

Research into Malaysia’s online video consumption habits suggests consumers’ time spent watching the format may have hit a plateau, with the country’s users expected to spend slightly less time watching per day in 2017 compared to 2016. A key gap in access to devices like laptops and tablets between Malaysia’s urban and rural areas may help explain the decline.

The US media and entertainment industries will spend a combined $7.34 billion on paid online and mobile media advertising in 2016. eMarketer expects this investment to grow to $11.52 billion by 2020. As digital consumption of news and entertainment increases, advertisers in these sectors are spending larger portions of their advertising and promotional budgets on online and mobile channels.

Retail marketers in the US will invest $15.09 billion in paid digital media advertising in 2016, a 14.9% rise over 2015. The retail industry will remain by far the largest digital ad spender among US industry sectors tracked by eMarketer through at least 2020.

On one major video ad platform, 60% of all campaigns in Q1 2016 were served across PCs, mobile devices and connected TVs. Only a handful, by contrast, were device-specific.

Consumer attention is more fragmented than ever before in UK households. Digital devices, in particular, are becoming common distractions from the biggest screen—the TV. This is true even during communal viewing events, such as the upcoming Summer Olympics in Rio.

Broadcast TV in Brazil made up more than half of total media ad spending in 2015, according to research from Kantar IBOPE Media. Ad spending on other channels like newspapers, radio and digital search was significantly less.

The amount of time that adults in China will spend with digital media every day will surpass the time they spend with traditional media for the first time in 2016, eMarketer estimates. Adults in China will spend an average of 3 hours and 5 minutes each day with digital media this year—representing 50.6% of their daily media time.