Location data is a core way for retailers to drive consumers to a local store by targeting customers primarily, but not exclusively, through social media and search ads. Even for marketers, location intelligence is more widespread than location targeting.

Google’s overall search ad revenues in the UK did manage to grow in 2020, by 2.0%, but its share of the total search market declined, from 72.6% in 2019 to 70.3%. This share will recover slightly this year, as the travel sector comes back, but thereafter will fall away again—by 2023, its share will have dropped to 68.7%.

The lawsuit claims that the two companies worked together to suppress smaller search engines like DuckDuckGo and Bing, and that the two companies shared tens of billions in profits from search ads. Why it’s worth watching: Apple and Google have already come under fire in the UK for their smartphone “duopoly” with iOS and Android, respectively.

To date, retail media has been driven heavily by sponsored search ads, and to a lesser extent, display and video ads. This year, retail media platforms will begin powering more connected TV (CTV) through demand-side platform partnerships (a la Walmart and The Trade Desk) and content platforms (e.g., Kroger and Roku).

Led by an unprecedented expansion in digital advertising, total worldwide ad spending will set a record for growth this year.

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.

Social network and search advertising also surged, owing to growing numbers of people connecting with others online and searching for products and information on their devices.

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.

Search Ads: In March 2022, TikTok began testing Search Ads with select partners. The ads are tagged with a sponsored label and show up above the “others searched for” term listings on the search results page that users can access through the Discover tab. Collection Ads: A new tool that allows users to add custom, swipeable product cards in their in-feed video ads.

Digital ad spending across several industries in the UK has been up-and-down the past two years. There will be across-the-board growth this year, but at uneven rates, ranging from 33.0% for travel to 7.8% for automotive.

How much will US marketers spend on search advertising in 2020? The pandemic is a drag on search ad growth this year, but advertisers will still increase their paid search investments in the US by 5.9% to nearly $60 billion. About two in five digital marketing dollars will go to search ads as ecommerce retailers and others seek to drive conversions in a tough economy.

On-site search ads were the most common format (67% of respondents), slightly edging out on-site display/banner ads (66%) and connected TV (CTV) video ads (65%). More than half of respondents were involved in buying across off-site video and display/banner and in-store display ads.