The US computing products & consumer electronics industry will be the fastest growing digital ad spender in 2020, increasing its spend by 18.0% in a year when the total US digital ad market will only grow by 1.7%.

This report features our latest forecast for UK ad spending, including breakouts by media, format, and company. It also examines how the pandemic affected the ad market last year, and how new dynamics may play out in the future.

And by 2024, ABI Research anticipates that 5G and other new services will drive total cloud gaming market revenues to $4.5 billion and the number of active cloud gaming users to 42 million.

The pandemic has greatly affected the distribution of digital ad spending across industries. The bottom fell out of the travel industry, as will ad spending in the sector, while retail will consolidate its dominant position in digital ad spend this year.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during H1 2020.

Gaming saw significant gains in 2020; although growth has been minimal since then, the starting base was higher. Smartphones are more popular for gaming than game consoles, according to February 2022 polling of US gamers by CivicScience. That indicates the gaming experience on an app is important to players. What Trends Are Affecting This Forecast?

Outside walled gardens, some of the most compelling content is in the news and gaming verticals. These categories, above all others, are most consistently constrained by third-party brand safety mechanisms. News publishers are penalized for reporting on challenging, sometimes unpleasant issues, which is their job.

Lower-income individuals may lag slightly in areas like banking or gaming, but the pattern is changing with subscription services.

It’s an unusual time, to say the least. But Americans are reacting to the coronavirus pandemic and resulting stay-at-home orders partially by retreating to a number of familiar activities, including hanging out with other household members and spending time on hobbies. The need to stay occupied and entertained at home has led to a boom in sectors like video gaming—but also lower-tech crafts, toys and games.

Entertainment includes amusement and recreation, box office, film, music, TV and video games (excluding video game hardware).

*“Non-internet activities” refers to activities that do not require an internet connection, such as playing games offline, reading or listening to content that was downloaded beforehand, or viewing locally saved photos. How Our Forecasts Account for Multitasking.

Video will account for 45.6% of all social ad spending in 2022 and 49.1% in 2023. To put that in perspective, video accounted for just over 30% of social ad spending in 2019. Marketers must prioritize video when planning for social media. They should:. Develop unique, native-feeling creative for different social networks or social placements.

Our March forecasts for 2020 ad spending have been overtaken by the effects of coronavirus. We’re now issuing updated estimates for Germany ad spending in H1 2020, based on recent information about how advertisers will respond.

Digitally native companies are spending more on TV ads because they can’t get the scale needed from digital ads alone, said Belinda Smith, former head of global marketing intelligence at video game brand Electronic Arts (EA). Marketers from these firms tend to value different metrics than traditional TV marketers do.

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.

The coronavirus pandemic has upended countless 2020 ad spending forecasts, ours included. We’re now issuing updated estimates for France ad spending in H1 2020 based on current information about how advertisers will respond.

According to Socialbakers’ Q4 2019 research, ad spending on Instagram Stories rose 40% over the past year and 91% over the past two years. As of Q4, 10% of total Facebook ad spending (including Instagram) went to Instagram Stories, Socialbakers said. Spending on Facebook Stories ads was far lower, however, at just 0.4% of total Facebook spending as of November 2019.

However, now that vaccinations are widely available and the economy has improved from the early days of the pandemic, we have reassessed upfront ad spending and how the nature of these negotiations may change in the future. Upfront TV Ad Spending.

YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

But gaming activations also have short-term benefits for advertisers. Brands and musicians that have taken the leap by partnering with immersive video game behemoths Roblox and Fortnite have generated memorable consumer touchpoints, garnering significant PR buzz along the way. Read Next. Sources. Advertiser Perceptions. CivicScience. DoubleVerify. Morning Consult. Outbrain. Savanta.

Traditional media ad spending had a very challenging 2020, as abnormal socioeconomic conditions, driven by the pandemic, changed consumer behavior to the detriment of TV, radio, newspaper, magazine, and OOH advertising.

The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Countries covered in this report series include the US, UK, and Germany.