US Mobile Ad Spend in 2019 Lower than Previously Estimated; How Media Buyers Are Changing Plans Because of COVID-19

Mobile ad spending in the US was up 23.0% last year, which is lower than we previously estimated, and how media buyers are adjusting their strategy in light of the pandemic. April 1, 2020 [US Mobile Ad Spend in 2019 Lower than Previously Estimated; How Media Buyers Are Changing Plans Because of COVID-19](=/b0002DLpkSq0GQpF0309ALM)   Mobile ad spending in the US was up 23.0% last year, we estimate, reaching $87.30 billion. That translated to just under two-thirds of all digital ad spending in the country. Our latest estimates of ad spending in the US were completed on March 6, 2020—after evidence of a slowdown in China's economy but before the coronavirus-induced shocks that occurred worldwide during the following weeks. Our underlying assumption was that if there was a recession in H1 2020, the US would see a return to GDP growth in H2. We’ll be revisiting this forecast after some Q1 earnings reports come in, but it’s important to call out some significant backward-looking adjustments we made as part of the March estimates. The $87.30 billion in US mobile ad spending we now estimate for 2019 is a significant downward revision from the $99.21 billion in mobile ad spending we predicted back in October. =/b0002DLpkSq0GQpF0309ALM [Read the full article.](=/b0002DLpkSq0GQpF0309ALM) [How a Classic American Snack Brand Unlocked its Amazon Potential]( Join us today at 2:00 PM EDT / 11:00 AM PDT for our next webinar. We will be joined by Utz Quality Foods to discuss how they reached 170% YoY growth and found success on Amazon. MPS and Utz Quality Foods overcame challenges and nuances in the grocery category to surpass goals. [Register now!]( [The Ad Platform: How Media Buyers Are Changing Plans Because of COVID-19](/b0002DLpkSq0GQpF0309ALM)   The coronavirus pandemic and its effects on the economy have upended media plans. eMarketer forecasting analyst Eric Haggstrom joins host Nicole Perrin to talk about research on what advertisers are doing to respond and which channels are getting hit hardest, as well as what current developments might mean for our next US digital ad spending forecast. ["Behind the Numbers" is made possible by InMobi. Listen in.](/b0002DLpkSq0GQpF0309ALM) [chart-image](/b0002DLpkSq0GQpF0309ALM) [Report: Q1 2020 Social Media Trends](/b0002DLpkSq0GQpF0309ALM)   In our latest report on Q1 social media trends, we focus on how the coronavirus outbreak is impacting social media usage and advertising and what will continue to affect advertisers once the pandemic ends. We also break out user forecasts for Facebook, Instagram and other key social platforms, including our first-ever US and UK TikTok user forecast. [Read the executive summary.](/b0002DLpkSq0GQpF0309ALM) [chart-image](/b0002DLpkSq0GQpF0309ALM) [Coronavirus in the UK: Hospitality Industry in Crisis Despite Digital Options](/b0002DLpkSq0GQpF0309ALM)   The coronavirus pandemic is touching all aspects of daily life in the UK and around the world. From an industry perspective, those most affected thus far rely on movement of people, particularly travel and hospitality. Some have been able to adapt to this new reality, sustained largely by digital, but the hospitality sector is grappling with an environment where human contact of any kind is becoming increasingly limited, even when mediated by digital. [Read the article.](/b0002DLpkSq0GQpF0309ALM) [chart-image](/b0002DLpkSq0GQpF0309ALM) [COVID-19 Impact: China](=/b0002DLpkSq0GQpF0309ALM)   eMarketer research analyst Man-Chung Cheung discusses the latest on the coronavirus pandemic in China. He explores the role of big data in managing the crisis, points out signs of a retail rebound and considers takeaways for the US and Europe. [Watch now.](=/b0002DLpkSq0GQpF0309ALM) =/b0002DLpkSq0GQpF0309ALM =/b0002DLpkSq0GQpF0309ALM ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/b0002DLpkSq0GQpF0309ALM) | [Change email address](=/b0002DLpkSq0GQpF0309ALM) | [Update preferences](/b0002DLpkSq0GQpF0309ALM) | [Advertise](=/b0002DLpkSq0GQpF0309ALM) [Select "Research Submissions"](=/b0002DLpkSq0GQpF0309ALM) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/b0002DLpkSq0GQpF0309ALM   =/b0002DLpkSq0GQpF0309ALM