Historically, search has been the dominant format for B2B digital advertising in the US. At the beginning of our forecast period, in 2016, search received 57.0% of US B2B digital advertising while display only had 40.3% of the market. This year, search and display are incredibly close in terms ofshare: Search has 49.5% while display gets 47.0%.
Search ad spending in the US will rise by 5.9% this year, significantly below trend, in the face of the massive disruption to consumer lifestyles. But the pandemic is setting search up for a bigger future.
Traditionally, travel advertisers including online travel agencies are among the biggest search ad spenders on Google. That business tanked last year, but ecommerce-related search advertising outperformed thanks to the supercharged digital retail environment.