Digital ad dollars are shifting toward YouTube

The same report estimated that digital ad spend worldwide would fall as much as 6% this year. A final set of data comes from Adomik, which lets publishers track their advertising. Between March 10-15 and March 17-22, US digital ad revenues dropped 17.2%. The biggest drops were in direct deal and programmatic guaranteed.

Report: France and Germany Digital Ad Spending 2021. Article: How the pandemic changed worldwide ad spending. Article: Linear addressable TV ad spending will grow 33.1% this year.

Episode 2: Global Digital Ad Spending 2019. Episode 3: How Consumers Spend Time with Media. Episode 4: Global Ecommerce. Episode 5: Digital Ad Spending by Industry. Episode 6: Consumer Attitudes on Marketing. Episode 7: Digital Video. Episode 8: Global Mobile Payments. Episode 9: Programmatic Digital Display Ad Spending.

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.

Digital ad spending is dominant in the UK, accounting for 77.2% of the total media ad market—the second-highest share worldwide, behind China. Despite a gloomy economy, we anticipate good health for the UK digital ad industry, as many segments, including social and video, will grow by double digits. 3 KEY QUESTIONS THIS REPORT WILL ANSWER.

Consequences for platforms: Platforms have routinely struggled to contain harmful content after violent events, causing brand safety concerns and hurting their already-low consumer sentiment during a period of intense competition over digital advertising dollars.

In our March 2020 forecast, which we made before the global crisis, we had predicted digital spending in 2020 would rise by 12.0% year over year (YoY) to reach £16.84 billion ($21.60 billion). One year later, those estimates proved to be only slightly low, as spending reached £16.46 billion ($21.11 billion), up 8.0% YoY.