Media Buying

Shoppers' routines have been disrupted, and many have tried new brands or digital retailers as a result. Jaysen Gillespie, vice president and head of analytics and data science at Criteo, joins Nicole Perrin, eMarketer principal analyst at Insider Intelligence, to discuss acquiring vs. retaining customers during the pandemic, along with other marketing strategies for the social distancing economy.

During its recent earnings call, Comcast said that NBCUniversal's new streaming service Peacock reached 10 million sign-ups since its soft launch in April this year.

Podcast listenership in the US has been soaring in recent years and advertising dollars are following. Podcast ad spending is a bright spot amid lackluster digital radio spending. According to eMarketer’s latest forecast, US podcast ad spending will surpass 20% of digital radio ad spending this year and cross the $1 billion mark next year.

Latin America will have the worst regional performance for ad spending overall this year, declining 10.0% collectively, although oddly, it will also have the best performance for digital ad spending growth at 5.0%.

Terry Kawaja, founder and CEO of strategic advisory firm Luma Partners, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the pandemic's effects on live events and the ad market, the importance of marketers taking a stand on social issues and using economic downturns to increase brand presence.

When US consumers started spending more time at home during the pandemic, they also started using social media more, providing an unexpected boost to engagement on these platforms.

The US will remain the largest market worldwide for total and digital advertising for the foreseeable future. China achieved rapid catch-up growth for a while, starting at one-quarter of the US spend in 2012 and rising to almost half by 2020.

Despite the return of some sporting events like NBA exhibition games and the MLB, marketers are delaying their planned ad spend.

Across Western Europe, most traditional media will see severe cutbacks in ad spending in 2020, as the disruptive effects of the coronavirus pandemic continue. But TV will see some of the steepest declines.

Digital video is the lone silver lining in Canada’s ad market. Despite the pandemic, video ad spending will grow 3.6% this year to reach CA$2.18 billion ($1.64 billion).

2020 has shaped up to be an unusual presidential election year, to say the least. Grace Briscoe, vice president of Candidates + Causes at Centro, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how political advertisers are leaning on connected TV, audience targeting, Facebook and more as they work on fundraising and getting out the vote.

As Americans hunkered down under stay-at-home guidelines for much of March and April, they unsurprisingly consumed more mobile media. The added mobile time, however, wasn’t distributed equally.

Digital won’t be able to make up for the shortfall in ad spend in the UK's traditional channels, but it will register a small increase this year.

Digital is quickly becoming the channel of choice for many advertisers in Latin America. From 2015 to 2020, digital’s share of total media ad spending in Latin America more than doubled from 18.0% to 39.1%. Given the current circumstances, this share should further improve in the years ahead.

eMarketer principal analysts Debra Aho Williamson and Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom discuss consumer perceptions of the Facebook ad boycott and where dollars are being redirected. They then talk about how much is too much to pay for streaming TV, advertising expectations for H2 2020 and why WhatsApp Business has grown tenfold in a year.

The first reported cases of COVID-19 were in Wuhan, China, in late December 2019. The government then issued a mandatory quarantine order on January 23 that confined the city’s inhabitants to their homes, and other cities soon followed with their own lockdowns. With little to do and nowhere to go, media usage in China spiked.

Marketers have long turned to social media to hear and respond to what people are saying, gauge sentiment, and inform and support their team's marketing strategy. But the coronavirus pandemic has put fresh emphasis on the practice known as social listening.

Laura Martin, managing director at Needham & Company, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss her outlook for ad spending, the Facebook boycotts, the importance of the gaming audience and why Netflix cannot survive unless it embraces advertising.

Even before COVID-19 caused a spike in TV time in Canada, TV continued to be a strong medium of choice. But amid stay-at-home measures, consumers turned to a blend of TV and digital video for long-form content.