In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.
Buoyed by a surge in USdigital advertising, spending by the media and entertainment industries has exceeded pre-pandemic expectations and is poised for continued growth.
With USdigital ad spend projected to increase nearly 15% this year, brand partnerships can be a valuable component of the marketing mix. Transformational partnerships, in particular, power growth opportunities with many distinctive benefits.
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%.
By 2024, we expect USdigital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.
Digital ad spending by the US media and entertainment industries will increase every year through at least 2023, with combined spending surpassing $26 billion by then.
US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.