Total ad spending in France and Germany took a big hit in 2020, as a result of the pandemic. But digital advertising bucked that trend and will lead a strong double-digit recovery in ad outlays during 2021.

After a complicated 2020, most industries in Germany will accelerate their digital ad spending growth in 2021. The rebound for travel and auto will underwhelm, but retail spend will soar.

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.

Germany typically tops the list of European countries outside of the UK attracting the most investment, followed by France and then Sweden. Leading areas of investment have included fintech, delivery services, and increasingly clean tech, where Europe plays a leading global role. UK. The UK Consistently Takes in the Lion’s Share of Investment in Europe.

Total ad spending in France and Germany will fall this year, as a result of the pandemic. Traditional media will suffer most; digital ad spend will rise marginally, to €4.93 billion ($5.51 billion) in France and €7.38 billion ($8.27 billion) in Germany.