Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.

Banners and other includes ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets.

Pre-roll or post-roll ads were No. 2, with 38.9%, followed distantly by display or banner ads. At the country level, close to 60% of respondents in Colombia and Mexico expressed an inclination for in-stream ads, while the majority of those in Argentina and Brazil favored pre-roll or post-roll ads.

We estimate that last year, US digital display ad spending increased by 20.0%—and within that category, video ad spending grew 30.1%, continuing to take share from other display formats like banners. This year, for the first time, more than half of all digital display spending in the US will go toward video ads, including both in-stream and outstream video formats.

According to our July 2021 forecast, 2023 will be a pivotal year for the US B2B digital ad market: Display will overtake search, mobile will surpass nonmobile, and the split between digital and traditional will near a tipping point just beyond our forecast period.

To break out this spending by format, display will reach CA$5.44 billion ($4.06 billion) this year, or 52.7% of digital. Display includes formats such as website banner ads, in-app advertising, and video. Search will make up the bulk of the rest of digital ad spending, at CA$4.74 billion ($3.54 billion), a 45.9% share. The small balance of digital ad outlays, just 1.4%, will go toward classifieds.

What are the fastest-growing areas of programmatic display in the US? Broken out by device, programmatic ad spending will grow fastest on CTV, where we predict 52.9% growth in 2021. In terms of formats, video will continue to drive faster growth than nonvideo display across all devices.

Note: Our display estimates include both rich media and video. Logan’s display estimates include full-screen banner, native ads, overlay, postitial, standard ads, and sticker ads; its video figures encompass discovery, pre-roll, sticky theatre, vertical video, video expandable, video interstitial, and video menu.