Media Buying


Digital's share of time spent is above 50% in China, US, UK, South Korea and Canada, but under 50% in France, Germany, Japan and India. 

Facebook users are spending less time on the social platform, and that is leading to a reduction in overall time spent with social networks in the US. Time spent on social networks declined by 1 minute last year, a stark difference from the cumulative 13-minute gain in 2016 and 2017.

eMarketer forecasting analyst Eric Haggstrom tees up video's position within programmatic ad spending and the factors behind its unexpected growth. Made possible by Teads. Watch now.

eMarketer principal analyst Mark Dolliver and senior analyst Paul Briggs talk through the new eMarketer report collection: “Time Spent with Media 2019.” They cover trends in digital and traditional media usage across geographies, including digital video, TV, social platforms and mobile.

Total time spent with media has stalled in the US, with declines in time spent with TV and other traditional media being offset by increases in time spent with digital media.

Media consumption in Canada has reached a tipping point. This year, for the first time, adults in Canada will spend more daily time with digital content than with traditional media, according to eMarketer’s latest forecast on time spent with 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 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.

This year, for the first time, adults in China will spend over half of their daily media time on the internet. This is largely a result of increased government efforts to transform and develop internet infrastructure in the more rural parts of the country.

As the US smartphone market decelerates, Apple and Best Buy have been experiencing slower sales growth, and we forecast that the number of smartphone users will grow just 3.0% in 2019.

eMarketer junior analyst Nazmul Islam explains why we’ve raised our estimates on programmatic display ad spending. Watch now.

For the first time ever, US consumers will spend more time using their mobile devices than they will spend watching TV, with smartphone use dominating that time spent.

As the amount of advertising that is bought programmatically continues to rise, header bidding has become a go-to ad-selling tactic for publishers. But header bidding’s adoption on mobile has been limited by implementation issues and confusion over how the technology works.

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.

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?