Since overall growth in digital ad spending will be 20.0% this year in Germany, and mobile will grow by 25.7%, that means that desktop/laptop ad spending will once again lose share to mobile. However, desktop/laptop ad spending will nonetheless make an important U-turn this year. Desktop/Laptop Ad Spending by Industry.

Ad Spending by Format. The majority of the $9.53 billion that healthcare and pharma will spend on digital ads this year will go to search, which is the sector's primary method for targeting consumers. While the display category continues to grow, healthcare and pharma's shares of ad spending on both video and total display are substantially lower than the respective averages for all industries.

Other industries, including financial services, insurance, and healthcare, have grown throughout the pandemic and increased ad spending, essentially offsetting reductions from hard-hit sectors. Appliance-makers have been hampered by the shortage of semiconductors and other essential parts, but they have not measurably curtailed ad spending.

This means US healthcare digital ad spending made up 7.1% of all US digital ad dollars in 2020, which is higher than industries like media (4.7%) and travel (2.4%). Pharma giants will need to pivot their efforts away from directly attracting consumers and allure to doctors, since docs hold the key to consumer adoption.

We forecast that B2B healthcare digital ad spending will surge in 2020. Though healthcare doesn’t have the largest share of B2B digital—at $848 million, it represents 10.4% of the market—it is seeing the most significant growth (41.2% year over year). This one industry saw almost double the growth of the total US B2B digital market.

Healthcare and pharma’s spending growth will decelerate considerably. Behind the Numbers: eMarketer’s Forecast Methodology.

The coronavirus pandemic has led to heightened interest in telehealth and other digital healthcare solutions all around the world, and Germany is no exception. Government support and the country’s well-funded public health system also facilitated increased remote healthcare participation during the initial wave of the pandemic.