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.

On today's episode, we discuss what the world will look like in 2030. Who will be the digital ad giants, how much shopping will we do online, will bank branches disappear, and more. Tune in to the discussion with eMarketer vice president of forecasting Monica Peart, senior director of forecasting Shelleen Shum, and directors of forecasting at Insider Intelligence Cindy Liu and Oscar Orozco.

Digital ad spending did not have a great year either, but ad spending driven by the ecommerce explosion opened the door for digital ad publishers to stay above water. Finally, digital transformation in the financial services industry took a huge leap forward thanks to the necessities of social distancing.

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.

Financial services firms are increasing their digital budgets, particularly for mobile, to target young consumers.

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, entertainment and CPG industries. Countries covered in this report series include the US, UK and Germany.

The economic crisis led to a widespread pullback in ad spending, particularly in the early months of the pandemic. At the same time, many of these new app users weren’t eager to spend heavily in apps. Mobile ad spending in the US will increase by only 4.8% in 2020, according to our estimates. This figure includes mobile web spending, but the bulk—roughly 85%—is advertising spent within apps.

B2B digital ad spending growth in financial services outpaces the total digital ad market for this category, which will grow by 10.4% in 2020. B2B financial services digital ad spending will make up 11.2% of the sector’s overall digital ad market. Telecom. We forecast that B2B digital telecom ad spending will reach $1.15 billion in 2020, up 28.3% from 2019, when almost $900 million was allocated.

Despite the decline in total ad spending in the US this year, the financial services industry will increase its digital ad outlays. Why? The pandemic has caused many consumers to reassess their personal finances and change how they bank, leading the financial services industry to continue spending on digital ads during the pandemic.