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.

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%.

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.

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.

We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.

World Federation of Advertisers.

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.

“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.

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.

Digital ad spending held the line to a much greater extent than any category of traditional ad spending—to the great benefit of digital ad publishers. Traditional advertising on TV, radio, and print had already been struggling, but in 2020 ad spending in these channels took a nosedive compared with our pre-pandemic expectations.

In the CPG space, the balance of spend across devices will tip even further in mobile’s favor this year. CPG brands will spend 82.1% of their digital ad budgets on mobile, compared with 17.9% on desktop/laptop ads.

Advertisers of consumer packaged goods (CPG) in the UK will spend £2.04 billion ($2.60 billion) on digital ads in 2020, up 6.6% year over year. Any growth is good growth in the current environment, but this will represent the most modest growth across all the industries we forecast to increase spending this year.