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).

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

The “Other” category, which includes email, classifieds, and mobile messaging, will have a similar growth rate this year, and total spend will be about half the other main categories’ totals, at £0.43 billion ($0.55 billion). The nature of auto advertising, particularly classifieds, means that as a proportion of total “other” spend, auto will account for just over one-third of it this year.

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.

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.

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.

According to our definition, these former subscribers would be classified as cord-cutters. We forecast there will be 4.9 million cord-cutter households this year, equating to close to 10 million cord-cutter viewers. Since 2015, when there were 3.9 million cord-cutter viewers in Canada, we estimate this group has grown by about 1 million per year.

Shopping for groceries and pharmaceuticals was exempt, of course, and classified as essential shopping. However, even this was out of bounds for some, who were designated as required to shield at home and thus relied on digital ordering and home delivery. Return to Stores. There have been some small differences in attitudes to returning to physical stores.

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.”

Even the “other” category, which is made up mainly of classifieds, email, and mobile messaging, will see spending rise by 12.3%. As with the overall digital ad market, we attribute much of this format-level growth to pent-up demand stemming from 2020’s subdued spending. Search is still important for many industries.

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?

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.

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.