Investment in classified ads will increase by modest increments through our forecast period. The share of spending devoted to classifieds will shrink, however. Germany: Display Narrows the Gap with Search. In Germany, search claimed 47.0% of the 2020 digital ad spending pie, or €3.72 billion ($4.24 billion).

When vMVPDs are excluded from pay TV and included with OTT, the subscription revenue gap between these services closes significantly. vMVPDs are a hybrid between traditional TV and digital video, so they can be classified into either category, depending on context.

Canada is classified as a “high-adoption” country in our global mobile payments forecast.

In our Facebook Advertising in 2021 report, eMarketer principal analyst Debra Aho Williamson detailed how advertisers are currently engaging with Facebook and how that might change if controversy and the subsequent reduction of targeting tools continues. Among the CMOs we spoke with were Brandon Rhoten of the restaurant chain Potbelly Sandwich Works, Allison Lowrie of the digital classifieds service ANGI Homeservices Inc. and Peter Scheer of the ecommerce car retailer Vroom.

Display will account for 57.2% of total digital ad spending this year, driven primarily by video and social media, followed by search (37.8%) and classifieds (5.0%). Mobile will continue to drive digital ad spending growth and will account for nearly three-quarters (73.7%) of digital investments this year. WHAT’S IN THIS REPORT?

Classified and directory ads will account for 12.5%. Digital Ad Spending by Company. Predictably, the expected decline in search spending this year will have a direct impact on Google’s ad revenues. In 2019, ad revenues accruing to Google from the EU-5 countries rose 12.5%. Pre-pandemic, we predicted 10.2% growth in 2020.

Next came the 25.8% classified as “AmBi-Cultural”—typically immigrants as children or young adults, bilingual, and with “many Hispanic cultural practices.” On the less-acculturated end of the spectrum were the 15.1% termed “Hispano”—immigrants as adults who prefer Spanish and whose Hispanic cultural practices are “predominant.”

The small balance of digital ad outlays, just 1.4%, will go toward classifieds. What’s changed: Digital’s share of total ad spending changed significantly in 2020, increasing by almost 7 percentage points compared with our pre-pandemic forecast. This gain will be lasting, too, as digital continues to grow at the expense of traditional formats.

Deterministic data points can also include identifying information that isn’t strictly classified as personally identifiable information (e.g., age, job title, education level, or household income), which publishers can add to a user’s profile or personal graph. Nonauthenticated.

Search had a challenging time during the pandemic. Spend grew just 5.3% to £7.34 billion ($9.41 billion) in 2020, down from 17.7% the previous year and significantly down on our pre-pandemic estimate of 12.2% growth. However, this latest forecast is a reversal on our interim August 2020 estimate, when we expected a decline of 1.7% for the year.

This portion includes nondisplay email and digital classified ads. In 2021, US B2B other ad spending was $380 million. This category grew a mere 8.1% YoY from 2020 and is just 3.5% of the entire US B2B digital ad market.