Open Exchange Ad Spending. Investment in open marketplace transactions has stalled. Only slight growth in 2021 (2.9%) and 2022 (1.3%) will replace 2020’s ad spending decline. By 2022, total UK ad spending in open exchanges will marginally exceed pre-pandemic levels—£1.13 billion ($1.45 billion) in 2022 versus £1.11 billion ($1.42 billion) in 2019.

So, while connected TV (CTV) scores ad spending touchdowns, traditional TV continues marching up the field. Read more:. M&M’s geared up for the Super Bowl with a virtual ad premiere on Zoom. The Weekly Listen: Google sued over ad monopoly, Twitter 'Spaces,' and Super Bowl ads. US Time Spent with Media 2021 Update: Pivotal Moments for TV, Subscription OTT, Digital Audio, and Social Media.

We now expect programmatic digital audio services ad spending to hit the $1 billion mark this year rather than in 2022. We also bumped up our estimate of programmatic podcast ad growth last year despite already predicting 100.8% growth for 2020. The Identity Crisis.

Programmatic podcast ad spending, which we are forecasting for the first time this year, is growing at a fast rate from a small base.

MediaRadar found that video game titles had increased their overall ad spending by 60% between January 2020 and April 2020, while overall ad spending by mobile games was up 80% over the same period. Game console makers are not included in our definition of media and entertainment (but rather part of the computing products and consumer electronics industry).

We forecast that US travel digital ad spending will drop by 41.0% this year to just $3.24 billion. No other industry will decline as fast or spend as little.

We predict that CPG, a vertical that’s been slow to adopt digital advertising in Germany to begin with, will also reduce its desktop/laptop ad spending in 2020. This year, desktop/laptop ad spending by financial services and by healthcare and pharma will rise by 20.1% and 14.0%, respectively.

Any buoyancy in ad spending seems to be driven by the IoT (Internet of Things). Within categories where ad spending was most drastically cut, digital-centric products and services were the catalyst for some firms increasing TV ad dollars.

Ad Spending by Format. The majority of the $9.53 billion that healthcare and pharma will spend on digital ads this year will go to search, which is the sector's primary method for targeting consumers. While the display category continues to grow, healthcare and pharma's shares of ad spending on both video and total display are substantially lower than the respective averages for all industries.

The coronavirus pandemic dampened growth in US mobile ad spending. This year, we expect US mobile ad spending will rise by 22.2% to $117.35 billion, which falls below our pre-pandemic estimate ($123.59 billion).