After an inconsistent year for digital ad spending in 2020, every industry in the US will increase their outlays in 2021. The retail, consumer packaged goods (CPG), and entertainment industries will provide the biggest boosts, driving up overall digital ad spending by 25.5%.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

Last year, China was the only market to see overall ad spending growth, although digital ad spending performed well almost everywhere. This year, every country will see growth in almost every category.

This report explores the impact the pandemic has had on our latest regional estimates and trends for total media, traditional media, digital, and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.

US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.

Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

The COVID-19 outbreak undermined many of our pre-pandemic US forecasts. Insight can now be gleaned by examining the difference between what we thought would happen as of February 2020 vs. what our forecasts now show.

The consumption of at-home media and entertainment thrived amid the coronavirus pandemic, but the total shutdown of live events and the pause on film and TV production will cause digital ad spending to decline in 2020.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

The pandemic has caused the US automotive industry to reduce its digital ad spending by 18.2% in 2020. As car sales plummeted, dealerships closed, and manufacturing slowed, marketers backed off from performance initiatives and focused on branding efforts.

In a difficult year for digital advertising overall, US travel industry spending will decline faster than any other vertical. It will bring up the rear in total spending and claim the smallest market share of all industries we cover.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

The financial services sector will continue to increase its investments in digital advertising this year despite the pandemic. Shifting consumer behavior toward digital banking services and heightened interest in personal finance has given financial services companies good reasons to continue advertising.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

This report explores the latest developments in the social media landscape, including the Facebook ad boycott and new monetization opportunities from the platforms, as well as our latest forecast for social network ad revenues.

In a tumultuous year for advertising, every market we cover except China will experience a decline in ad spending, and Google will see its first ever contraction in digital ad revenues.

This report explores the impact COVID-19 will have on our latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Our revised estimates for total ad spending in Canada this year show a big decline, mirroring what’s expected overall for the Canadian economy. Digital will hold its level after years of double-digit growth.

Total ad spending in France and Germany will fall this year, as a result of the pandemic. Traditional media will suffer most; digital ad spend will rise marginally, to €4.93 billion ($5.51 billion) in France and €7.38 billion ($8.27 billion) in Germany.

The coronavirus pandemic has pushed UK ad spending into negative territory in 2020. However, digital ad spend will grow marginally, by 0.3%, fueled by the impressive performance of video ad spending—up 15.0% this year.

Amid unprecedented recessionary headwinds caused by the coronavirus pandemic, China’s total ad spending will downshift considerably, but remain in positive territory at 0.4% growth. This will make it the only national market we cover to see net growth this year. Digital ad spending in China, meanwhile, will grow by 5.0%.

The coronavirus pandemic is putting a major dent in US digital ad spending growth. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms.