Media Buying


Adults in France continue to devote more time to digital, especially video: Total viewing time (TV and digital video) remains steady, meaning viewers are replacing time spent with TV for digital video. This year, for the first time, digital video time will surpass 20% of total viewing time.

With scant details available on how Facebook’s upcoming “Clear History” tool will work, the impact on advertisers is hard to gauge. Those reliant on Facebook’s business tools may take a hit, but if the feature is not widely promoted to users, it may not be adopted in significant enough numbers to meaningfully impact ad sales.

eMarketer senior forecasting analyst Oscar Orozco tees up our time spent numbers with traditional TV in the UK and stacks them up against video. Watch now.

eMarketer forecasting analyst Eric Haggstrom stacks up our digital upfront spending numbers against the total video landscape, and explores four key market trends. Watch now.

In an IAB poll of marketers, half of the respondents defined OTT as streaming video that appears on any screen and 48% defined OTT as streaming video that appears on a TV screen.

eMarketer senior forecasting analyst Oscar Orozco shares our latest time spent numbers for tablets and why once-popular tablet activities like video viewing and shopping are becoming preferred elsewhere. Watch now.

eMarketer forecasting analyst Eric Haggstrom considers our latest upfront TV and video ad spending numbers and explores why these ad buys are outpacing overall TV spending. Watch now.

eMarketer principal analyst Mark Dolliver discusses ways that marketers can reach millennial parents. How are young parents different from those of earlier generations? How well does out-of-home advertising work for them? And in what ways are these youthful consumers similar to their older counterparts?

eMarketer vice president of research Jennifer Pearson and principal analyst Mark Dolliver discuss Mother’s Day shopping, spending and digital usage habits in the US.

eMarketer principal analyst Nicole Perrin and forecasting analyst Eric Haggstrom discuss the shift from print to digital news in the US. How many people still read newspapers and magazines? How much ad spending is flowing to print media?

Facebook’s move last year to discourage passive consumption of content, especially videos, has impacted engagement. Average daily time spent on the platform by US adult users fell by 3 minutes in 2018. And that time will remain unchanged this year, per the latest eMarketer forecast on US time spent with media. In fact, we have reduced our forecast for Facebook compared with the previous figures released in Q3 2018.

eMarketer senior forecasting analyst Oscar Orozco digs into our numbers for video viewers in China and stacks them up against other countries, including the US. Watch now.

eMarketer forecasting analyst Eric Haggstrom discusses our digital video upfront spending estimates and gives an update on the market for premium video inventory. Watch now.

Research firms and vendors have varying methodologies and definitions for ad fraud, which creates divergent forecasts. Estimates of recent annual losses to digital ad fraud range from $6.5 billion to $19 billion. Some of the most definitive statistics come from anti-fraud vendor White Ops and advertising trade group the Association of National Advertisers (ANA).

On the week of the TV upfronts, we’re joined by eMarketer's vice president of multimedia Paul Verna to discuss why this annual event is still a big deal in the television industry. After all, isn’t TV ad spending trending downward? And wasn’t streaming supposed to be the death knell of TV?

Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.

While the vast majority of TV advertising is still bought and sold through traditional methods, change is happening, and vendors don’t want to miss out.

eMarketer senior forecasting director Monica Peart breaks out our latest US time spent numbers for connected devices, an update from our previous outlook. Watch now.

In this modern age of entertainment, one screen is no longer enough to satisfy most. We forecast 180.8 million US adults will be two-screen viewers in 2019—meaning that 70.1% of the adult population will use a computer or mobile device to browse online while watching either digital video or traditional TV.

In today’s “eMarketer Daily Forecast” video, senior forecasting director Monica Peart illustrates the diverging trend lines in US time spent on Snapchat and Instagram. Watch now.