This analysis involves the collection of third-party data—primarily survey data—from adult respondents, asking them about their media use habits. Data is also sourced from online and mobile activity tracking services, government data, and interviews with industry experts. Using a bottom-up analysis, we assess and analyze reported time spent with each device and media activity across various sources.

“These companies want direct return on investment [ROI], they want to know cost per install, so they're really data-driven.”. But not all industries that are turning to influencer marketing during the pandemic are interested in performance. Takumi’s Keane-Dawson noted an increase in activity from finance companies, including retail banks in the US.

Most of the experts we spoke to for this report agreed that performance advertising had recovered in a quick V while brand spending was starting to come back—but many also noted that within digital channels, and especially with the pandemic putting the spotlight on ROI, even “brand” spending is often driven by data and optimized toward particular goals.

Consumers, if they choose, can share all of this data with healthcare providers.

However, total ad spending declined by 1.2%, driven by a 15.7% contraction in traditional ad spending. How will digital ad spending fare this year? Total digital ad spending will reach $455.30 billion this year. Of that, 55.2% will go to display advertising, and 40.2% will go to search.

Our forecasts are based on an analysis of data from research firms, online and mobile tracking services, government agencies, media firms, public companies, and interviews with industry experts. Data is weighted based on methodology and soundness.

Like much of Europe, Germany places restrictions on business-to-consumer (B2C) pharmaceutical marketing and on the data-driven ad targeting that would help the industry better leverage mobile advertising. These restrictions are partly why healthcare and pharma has remained a smaller player in digital advertising in Germany, compared with the more prominent position it holds in many other countries.

The third-party aggregators like Uber Eats, SkipTheDishes and DoorDash are being driven upward by the 18-to-34 segment primarily. The Restaurants Canada/BrandSpark data shows that 23% of 18-to-34s used such an app at least once a month compared with 8% for 50 and over.

Our US digital ad spending by industry estimates are based on an analysis of 386 quantitative and qualitative data points from 32 sources, such as research firms, government agencies, media firms and public companies, plus 125 interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness.

Video has driven investment in US digital advertising for several years, and the pandemic gave marketers more reasons than ever to shift ad spending from traditional linear TV—which was missing major league sports for much of last year, not to mention the Summer Olympics.

Data regulation: Digital sovereignty and data localization requirements demand that infrastructure in places like Jakarta comply with local data regimes, putting pressure on Amazon’s capital expenses and cutting into the cloud’s economies of scale.

Company-specific data is also evaluated alongside estimates from third-party research firms, and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. Total Media Ad Spending.

In the wrong hands, it’s actually dangerous, because it becomes an arbitrary application of the rule, not grounded in any sort of data-driven understanding of the relative value of one publisher to another in the consumer journey.

Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. Coronavirus Pandemic Puts the Brakes on US Digital Ad Spending.

In H1 2020, an average of 6.6 million US car shoppers per month did so on a mobile device, compared with an average of 3.4 million who did so on a desktop each month, according to data from Comscore. Auto advertisers are also funneling linear TV dollars into connected TV (CTV), which we consider a subset of desktop/laptop.

According to a survey fielded by Kantar in March 2020, 76% of internet users in Argentina ages 18 to 65 said they expected to spend more time at home and would probably watch more linear and digital TV during the pandemic. Data from GlobalWebIndex (GWI) further reinforces this trend.

YouTube TV is YouTube’s virtual multichannel video programming distributor (vMVPD) subscription service (similar to Dish Network’s Sling TV or Hulu + Live TV), which offers a bundle of live linear network channels and integrated, ad-supported access to YouTube and YouTube Originals.

Data from Rakuten Intelligence indicates that Amazon’s US ecommerce market share climbed to 40.4% in June, up from 35.7% in April and 37.0% in May, suggesting that perhaps the bump in apparel sales played a role.

Our forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness.

Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers and other industry leaders covering these companies. An Overview of Our Latest Global Ad Spending Forecast.

Driven by strong advertiser demand for delivery to mobile devices and outstream social video ads, digital will account for close to two-thirds of ad spending by 2024. COVID-19 has hit traditional media hard, hastening digital’s dominance in media buying. Traditional ad formats are in decline.

Nearly every major retailer now has a sales event to compete with Prime Day, but data from ecommerce measurement firm Edison Trends found that 87% of online spending during the two-day period went to Amazon, as Walmart (5%), Best Buy (4%), and a host of other retailers picked up the remainder of sales.

Experiential retail, which describes a more elevated, interactive and atmosphere-driven shopping experience, is on the rise as retailers look to give consumers more reason to get out to the stores beyond simply procuring items. Digital and data-driven technologies are also helping take the drudgery out of shopping, reducing friction points on the path to purchase and saving shoppers time.

In H1 2020, the LinkedIn app saw a monthly average of 2.2 million visitors in Canada and a 9.1% average penetration rate of the country’s adult internet users, according to Comscore data. There was a slight uptick in mobile app usage in May, likely driven by users looking to re-enter the workforce.