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 financial services sector will continue to increase its investments in digital advertising this year despite the pandemic. Shifting consumer behavior toward digital banking services and heightened interest in personal finance has given financial services companies good reasons to continue advertising.

Retail’s €1.82 billion ($2.07 billion) in mobile ad spending will be more than travel, financial services, CPG, and healthcare and pharma combined. Healthcare and pharma and travel still embrace desktop/laptop ad spending.

Financial Services Digital Ad Spending. Digital ad spending in the financial services industry continued to grow through the pandemic. However, growth this year will be muted—13.5% will be below the overall digital rate of 16.8%. This means financial services spend will be £2.25 billion ($2.88 billion), just 11.7% of total digital spend across industries.

Ad spending growth was relatively even across the board in 2019, but we saw massive declines in 2020 for some segments like travel (-51.0%) and huge growth for others like computing products and consumer electronics (38.8%). And a few notable big swings are expected this year, too:. Travel ad spending will rise 33.0% this year—a massive 84-percentage-point swing.

Financial services will spend more than 70% of its digital ad dollars on mobile for the first time in 2021. The financial services industry has rapidly become app-centric over the past few years, and its ad strategies have followed suit. Back in 2016, the industry spent only 60.6% of its digital ad budget on mobile. Nonmobile Ad Spending by Industry.

Financial Services. Demand for Socially Responsible Investing Options Will Have Ripple Effects. Growing demand from retail and institutional investors for green and other socially responsible investment options will change the calculus for financial services firms.

Financial services will be the second biggest industry, making up a quarter of ad spending. WHAT’S IN THIS REPORT? This report details the most important market shifts in our July 2021 forecast for US B2B advertising. It also includes new estimates for B2B display and search ad spend.