In a difficult year for advertising worldwide, digital ad spending in Germany will see only 0.8% growth. Most of the industries we break out will decelerate their digital ad spend to some degree, while travel and auto will reduce theirs dramatically.

The pandemic has greatly affected the distribution of digital ad spending across industries. The bottom fell out of the travel industry, as will ad spending in the sector, while retail will consolidate its dominant position in digital ad spend this year.

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.

In a difficult year for digital advertising overall, US travel industry spending will decline faster than any other vertical. It will bring up the rear in total spending and claim the smallest market share of all industries we cover.

In a difficult year for retail sales overall, the US retail industry will remain the largest spender on digital advertising among all verticals, despite a huge deceleration in growth.

Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.

eMarketer analysts discuss our digital ad spend by industry forecasts, exploring verticals such as automotive, CPG, financial services, healthcare and pharmaceutical, travel and retail.

The consumption of at-home media and entertainment thrived amid the coronavirus pandemic, but the total shutdown of live events and the pause on film and TV production will cause digital ad spending to decline in 2020.

Digital ad spending will total £14.73 billion ($19.64 billion) in the UK in 2019. For such a digitally advanced country, it’s no surprise to see every industry investing in digital channels, leading to an even spread of spend.

Digital ad spending in Germany will approach €7.3 billion ($8.6 billion) this year—nearly 10% more than in 2018. The sectors we analyze—including automotive, consumer packaged goods (CPG), financial services, healthcare/pharma, retail and travel—will all see much higher spending on mobile ads.

Digital ad spend by telecom and by computing products and consumer electronics companies will outperform industry averages in 2020. In a difficult year for digital ad spending, they will be two of only three industries to maintain double-digit growth.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

The pandemic has caused the US automotive industry to reduce its digital ad spending by 18.2% in 2020. As car sales plummeted, dealerships closed, and manufacturing slowed, marketers backed off from performance initiatives and focused on branding efforts.