Media Buying


For the first time ever, US consumers will spend more time using their mobile devices than watching TV, with smartphone use dominating that time spent. Consumers’ use of smartphones will continue to make up the majority of their media consumption, but we predict that use will plateau by 2020 as consumers become increasingly uneasy about overuse of mobile devices.

As Digital Audio Advertising Heats Up, D2Cs Pivot to Podcasts

US consumers dig digital audio, and as listenership heats up, so does advertiser investment. For direct-to-consumer (D2C) brands, podcasts are top-of-mind as they provide engaging and influential ad opportunities.

In our Facebook Advertising in 2021 report, eMarketer principal analyst Debra Aho Williamson detailed how advertisers are currently engaging with Facebook and how that might change if controversy and the subsequent reduction of targeting tools continues. Among the CMOs we spoke with were Brandon Rhoten of the restaurant chain Potbelly Sandwich Works, Allison Lowrie of the digital classifieds service ANGI Homeservices Inc. and Peter Scheer of the ecommerce car retailer Vroom.

eMarketer forecasting director Shelleen Shum explores our numbers for UK podcast listeners and reasons why adoption is slow. Watch now.

Search Is Retail's Fastest-Growing Ad Format

In 2019, US retail search ad spend will increase 22.5% to $13.12 billion. Retail search spend is bolstered by Google Shopping ads and lower-funnel ads that are essential for driving ecommerce.

eMarketer junior forecasting analyst Nazmul Islam breaks down TV’s share of the total video ad market in Canada and why budgets are flowing to competitors like YouTube and Instagram. Watch now.

Podcast: Google Hits the Gas, as Amazon Pits for New Tires

eMarketer principal analysts Nicole Perrin and Andrew Lipsman, along with senior forecasting director Monica Peart, discuss Q2 results for Amazon and Google. They also chat about Equifax's $700 million fine, Amazon delivering packages to your trunk and interesting findings from Prime Day.

eMarketer junior forecasting analyst Nazmul Islam explores our revised TV ad spending numbers in Canada, as well as our latest outlook on time spent. Watch now.

Why Clorox Still Believes in Facebook: An Interview with CMO Stacey Grier

Stacey Grier, who became Clorox's CMO in December 2018, shares similar attitudes to her predecessor. For our report on the future of Facebook advertising, eMarketer principal analyst Debra Aho Williamson spoke with Grier to find out why marketers still rely on Facebook for effective targeting and how Clorox is working alongside the social giant to make the platform a positive place for advertisers—and consumers—in the future.

eMarketer senior forecasting analyst Oscar Orozco breaks down our UK digital ad spending numbers by industry and reasons why the region’s ad market is fundamentally stronger than others. Watch now.

Ad Spend on Travel in the US Is Growing Faster than Other Verticals

Travel is the sixth-largest industry in terms of ad spending in the US this year, according to our newest estimates. Rising competition and a strong economy are prompting travel companies to increase their ad budgets to capture a larger market share.

Podcast: What Should a Loyalty Scheme Look Like?

eMarketer principal analysts Nicole Perrin and Andrew Lipsman discuss what makes for a good loyalty scheme. They also break down Pinterest’s Q2 results, the impact of a negative review and lessons learned from Amazon Prime Day 2019.

eMarketer junior forecasting analyst Nazmul Islam breaks down our display and search ad spend numbers and explains why video is a large component of display’s growth in Canada. Watch now.

eMarketer’s New Ad Tech Tax Estimates Show One-Third of Spending Goes to Intermediaries

The programmatic ad supply chain can be opaque, making it difficult for buy- and sell-side platforms to quantify how much money is being paid to vendors. Our new estimates on programmatic fees may shed some light for advertisers and publishers on how much share of all nonsocial programmatic display ad spending is going to fees.

eMarketer Live Analyst Series: Digital Ad Spending By Industry

eMarketer analysts discuss our digital ad spend by industry forecasts, exploring verticals such as automotive, CPG, financial services, healthcare and pharmaceutical, travel and retail.

eMarketer forecasting director Shelleen Shum explores our adjusted numbers for mobile’s share within programmatic and the influence of social networks and private marketplaces in the US. Watch now.

eMarketer’s July Earnings Recap: Facebook, Amazon, Google, Twitter, Snapchat, Netflix

The second half of July means Q2 earnings are out. While some results were surprising, others showed companies’ continued growth, and in one instance, even a potential rebound. We offer our analysis on six companies as well as our own forecasts.

In the first of two special episodes of “Behind the Numbers,” we look back at three key digital trends from earlier this year: Facebook ad revenues, digital disruption in retail and the surge of voice assistants.

Political Ad Spend to Reach $6 Billion for 2020 Election

Growth in political ad spending is expected to slow dramatically during the 2019-2020 election cycle, according to Kantar Media, which predicts political campaigns for US federal office will spend $6 billion on paid media placements this year. But a greater share than ever will be directed toward digital channels.

Podcast Advertising Revenues Will Surpass $1 Billion by 2021

The podcasting industry continues to explode with potential for advertisers, and the numbers show it: Marketers spent $479 million on podcast ads in 2018, and podcast advertising revenues are projected to surpass $1 billion by 2021, according to figures from the Interactive Advertising Bureau (IAB) and PwC.