Media Buying

The New York Times gets closer to its digital transformation goals: The company reported a big increase in digital-only subscriptions, an outlook indicating it’ll keep betting on that ringer.

Amazon and Google earnings show that ad budgets have recovered: The companies continued to see strong ad revenue growth in Q4, both boosted by ecommerce performance.

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.

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.

eMarketer 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.

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.

The 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.

UK 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.

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).

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.

Amid 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.

eMarketer 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.

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.

*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.

A 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.

Automotive digital ad spending will grow by 21.4% in 2021 to $13.29 billion, slightly below its pre-pandemic peak.

Time 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.

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.

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.

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.