Media Buying


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.

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.

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 US digital video advertising market is on pace to nearly double by 2019. This growth will be led by an ongoing shift toward mobile viewing, a host of digital platforms that now prioritize video and a growing assortment of content against which to advertise.

Last year, 262.0 million people around the world used Twitter on at least a monthly basis, eMarketer estimates. This year, the figure will rise to 291.0 million, and 2016 will be the last year of double-digit growth in users. The social network faces pressure to grow its audience quickly, however, to support a burgeoning ad business.

Mobile display ad spending in South Korea tilts toward apps—but not too dramatically, according to 2015 research. eMarketer estimates that mobile ad spending overall continues to rise at robust double-digit rates.

Mobile is the most likely digital channel to see an increase in budget among marketers in Canada, according to research from December 2015. The same channel will also enjoy the largest planned increases in spending.

Yahoo’s planned earnings release is being overshadowed by expectation of a major corporate reorganization and significant layoffs. While its ad revenues are expected to go up, its share of the total is not, forcing it into a tighter corner of the market.

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

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.

Google remains the most popular and ubiquitous search engine when it comes to paid search advertising in Europe. From Q4 2014 to Q4 2015, Google’s share of paid search ad spending rose somewhat, while Bing/Yahoo held steady.

Mark Book, vice president and director of social content for agency DigitasLBi, talks about the specialized opportunities podcast advertising offers.

LinkedIn’s global ad revenues are still rising by double-digit rates, according to eMarketer estimates from September 2015, even though Twitter and Facebook continue to grow their share of the pie more quickly.

eMarketer expects advertisers in China will spend $9.29 billion on programmatic digital display advertising in 2016, a figure that sits between our estimates for the US ($21.55 billion) and UK ($4.06 billion).

Have some of the “FANG” companies grown so big that further growth becomes almost impossible to achieve? eMarketer forecast in September that 2016 would be the first year of single-digit growth in worldwide net ad revenues since the Great Recession set in.