Even before the pandemic, ecommerce channel advertising was attracting a lot of attention from advertisers—especially in verticals like consumer packaged goods (CPG)—as well as retailers, which hoped to add new higher-margin revenue streams to their businesses after seeing Amazon’s success in the area. Amazon had become the No. 3 digital ad seller in the US thanks primarily to placements on its ecommerce property, and companies including Walmart, Target, and eBay had been growing similar businesses.

In 2020, US B2Bs overhauled their marketing and advertising as the coronavirus pandemic eliminated in-person channels. Digital ad spending, never a central part of B2B go-to market strategies, surged.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

For the first time, we forecast viewers for Pluto TV, Tubi, and The Roku Channel. What to look for in Q2 2021:. If sports ratings start to stabilize after the MLB begins a new season in April (stabilized sports ratings would help TV networks retain ad dollars and give sports leagues more leverage when their TV rights come up for negotiation). Time Spent with TV and Digital Video.

Connected TV (CTV) advertising was a beneficiary of pandemic trends and remains one of digital advertising’s fastest-growing channels. Last year, linear TV decreased in importance to advertisers, as cord-cutting accelerated and more programmatic CTV inventory became available than ever before.

Increased political ad spending contributed to a banner year for connected TV.

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.

Amazon’s ecommerce channel ad revenues will amount to just over three-quarters of the market this year, and we expect its share to grow slightly faster than ecommerce ad spending overall in the next two years. The No. 2 ad seller in this market is Walmart, which we estimate will net 4.9% of ecommerce ad spending in the US this year.

The coronavirus pandemic is putting a major dent in US digital ad spending growth. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms.

Walmart will net 4.9% of US ecommerce channel ad spending this year, compared with Amazon’s 75.9%. For context, Walmart will account for 5.8% of US retail ecommerce sales this year, vs. 39.0% at Amazon. eBay’s ad business remains smaller, at 1.9% of the ecommerce channel ad market.

More specifically, Amazon is stealing share from Google within search, as it continues to better monetize the channel. Amazon’s search ad business will grow to $14.53 billion in 2021, boosting its share of US search ad spending to 19.0%, up from 13.3% in 2019. By the end of 2022, its share will surpass 20%.