Procter & Gamble is the world’s top advertiser: The consumer goods giant is expected to beat Amazon this year after losing its title in 2020’s rankings.

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.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

On today's episode, we discuss mobile devices' role in online grocery, how consumers' physical and digital shopping worlds are colliding, and the next major challenge for grocers. We then talk about marketers' social strategies, why Facebook is risking scrutiny to launch an Instagram for kids, and what to make of Reels getting ads. Tune in to the discussion with vice president of marketing Camilo Reina Ramirez and marketing director Lina Toledo of Grupo Éxito and eMarketer senior analysts at Insider Intelligence Matteo Ceurvels and Jasmine Enberg.

The reports in this collection look at ad spending in the retail, financial services, computing products and consumer electronics, automotive, telecom, travel, health and pharma, media and entertainment, and CPG industries. Countries covered in this report series include the US, UK, and Germany.

More retailers are selling profitable ad space to other brands and CPGs—and deciding to expand their retail media networks to generate even more sales. In a recent survey, more than one-third of professionals said they anticipate ad revenue growth between 26% and 75%.

After an inconsistent year for digital ad spending in 2020, every industry in the US will increase their outlays in 2021. The retail, consumer packaged goods (CPG), and entertainment industries will provide the biggest boosts, driving up overall digital ad spending by 25.5%.

Consumer Packaged Goods (CPG). CPG will produce one of the faster growth rates in digital ad spending in Germany in 2021 (21.2%), slightly exceeding the national rate (20.0%). Last year, CPG was the second-fastest-growing spender overall, meaning CPG is currently amid the quickest two-year spending surge of any industry nationally.

There are big attractions to advertising on Amazon or using its tech to advertise elsewhere. When it comes to on-property ads, they give the advertiser an opportunity to connect with consumers at the very bottom of the funnel, when consumers have expressed strong intent and plan to make a purchase soon.

On today's episode, we discuss what this new Amazon TV is all about, how soon we can expect TV commerce, whether we'll see voice-enabled ads, and what the content play might be. We then talk about Peloton launching its own apparel brand, why lululemon is crushing expectations, and Amazon's cashierless technology coming to Whole Foods. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

Following Amazon’s example with its surging ad business (Amazon’s ”Other” revenues, composed primarily of advertising, increased 87% year over year (YoY) to more than $7.9 billion in its Q2 2021 earnings), marketplaces like Walmart, Instacart, eBay, and Etsy have already established meaningful high-margin digital ad businesses.

Looking ahead: We expect sustained growth in 2021, although the category will fall behind consumer packaged goods (CPG), retail, and entertainment. Though digital ad spending in the computing products and consumer electronics sector will begin slowing this year, it will maintain double-digit growth for at least the next few years, with a 13.3% rise in 2023.

Following mixed effects of the pandemic in 2020, the US retail, consumer packaged goods (CPG), and entertainment industries are rebounding in 2021.

World Federation of Advertisers.

The mid-roll ads operate differently from pre-roll ads in order to ensure the livestreams are not interrupted. On Twitch, mid-roll ads run when a streamer triggers an ad break on their channel. YouTube also allows creators to manually insert mid-roll ads during their streams. On Facebook Live, the livestream continues while the mid-roll ad plays in a small floating window.

“TikTok encourages advertisers to create TikToks versus ads, which is a departure from the more consistent brand-building messages we can deliver with frequency in other channels,” Post’s Carson said. Instagram, Snapchat, and YouTube will offer comfort and familiarity.

User-generated short videos are all over the internet, from TikTok to Instagram Reels to Triller, and the marketing opportunities are exploding. Here’s how the main venues compare across usage, paid advertising, organic and influencer marketing, and commerce.

The pandemic accelerated mobile trends by years, and these changes should stick even as the pandemic wanes. Many people were forced to use apps for food delivery, finance, fitness, and shopping, and they’ve become accustomed to these new behaviors. Even app categories that were hurt during the pandemic, such as travel or dating apps, have been resilient. People have acclimated to new forms of mobile shopping and activities, and they’ll be more willing to try mobile interfaces for other activities going forward.

For lower-consideration products—particularly consumer goods—checkout presents a unique challenge. Consumers don’t want to make one-off purchases of $5 consumer products. They’re more accustomed to adding them to a larger basket of goods.