The UK digital ad market is thriving. It will grow 11.9% this year, reaching £25.84 billion ($35.54 billion). Video will be a big contributor to this growth, as will social network spending, which is being disrupted by the likes of TikTok.

Continued encroachment on Google’s turf—keyword-targeted sponsored search ads—will take Amazon’s share of search ad revenues to 20.0% this year. In 2023, its share will reach 25.0%, nearly double its 2019 figure.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.

Every national market in the world will finish this year with more ad spending than in 2020. In most categories, worldwide growth records will be shattered. But 2021 was a very unusual year, following a very unusual 2020.

Retail, in particular, is playing a large role in buttressing the continued strength of the search ad market. The retail industry is the largest digital ad spender in the country, and even though it does lean toward display (as does almost every other vertical), it will spend 43.5% of its budget on search this year, more than the national average.

In its rise to becoming a member of the digital advertising triopoly, Amazon revolutionized the search ad market, which has long been dominated by Google. Google still nets the majority of US search ad revenues, but it’s Amazon—not another general search engine, such as Bing—that has taken significant share of the market at Google’s expense.

As retail’s digital dominance grows, Google successfully captures retail ad dollars: Its investments in social commerce on YouTube and improvements to Google Shopping appear to have paid off.

Google’s EU antitrust woes multiply: Sweden’s PriceRunner sues Google for skewing search results toward its own shopping service. The move could prompt more legal action from European shopping services.

In 2021, US B2Bs will spend $5.36 billion on search ads. This is more than what they will allocate to display, but search’s growth rate isn’t as strong, increasing by just 19.5% from 2020. By the end of our forecast period in 2023, US B2Bs will spend $6.85 billion on search advertising.

Sharing a common desire to diversify away from social and search advertising, many brands are launching into TV. As these brands scale their efforts across streaming and linear TV, they are consequently reaping rewards across their core key performance indicators (KPIs). And they haven’t had to make any concessions in how they track their dollars against outcomes.

The change greatly increased the value of first-party data and caused App Store search ad revenue to grow 236% last year to $3.7 billion. “Services” which includes advertising, is now the fastest growing category at the company. The fact that Apple is going strong while companies dependent on its platform spiral is one of the biggest points in favor of the argument that ATT is anti-competitive.

Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.

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