When the UK government announced a nationwide lockdown for November, the impetus for retail holiday ecommerce shopping was ratcheted up another notch, given that Black Friday shopping falls within this period.

Importantly, they were able to drive higher revenue at a more efficient rate, with average return on ad spend for this group increasing 21% over Q4 2019. These increases seem to indicate that experienced marketers, who have had time to experiment and establish best practices for performance campaigns on CTV, have found ways to increase the value of their ad spend.

And in Q4, the nation will likely return to growth rates approaching its 2019 trend lines. This all sounds great, but what these policies didn’t do was put money in the pockets of regular people. China’s unemployment insurance, for instance, is so minimal as to be nearly inconsequential by global standards. Beijing sent no stimulus checks to households or individuals either.

After 2020’s positive growth blip, we expect growth rates to return to their pre-pandemic, flattened trajectory—just 2.4% in 2021 and 2.0% in 2022. In terms of penetration, Twitter will reach a peak this year at 7.9% of internet users worldwide, which we anticipate will slightly decline next year.

Despite its category innovation and well-received brand in a high-margin category, Casper’s revenue growth appears dependent on high marketing costs, while substantial product return rates eat into its profits.

Our pre-pandemic forecast for 2020 showed a 13.6% growth rate. The $332.84 billion total for 2020 represents $36.11 billion less spending than our previous forecast anticipated. As with overall ad spending, we forecast a dramatic rebound for digital ad spending in 2021, at 17.0%, and a return to double-digit growth rates through 2023.

We anticipate that mobile ad spend will not only return to high growth rates in 2021, but total mobile advertising will actually exceed our pre-pandemic predictions by 2023. Next year, US mobile ad spending will increase 22.2% to $117.35 billion.

That’s 4.8% year-over-year growth, which might not seem like much, but that figure needs to be taken in context: The number of internet users who made at least one grocery order via any digital channel grew by 42.6% between 2019 and 2020, a growth rate that would be difficult to sustain as things return to normal.

After 2020, we expect Twitter’s growth rate to return to its pre-pandemic, flattened growth trajectory—just 2.4% in 2021 and 2.0% in 2022. Twitter does not publicly disclose monthly user figures. Instead, it focuses on monetizable daily active users (mDAUs), or users who log in to their account at least once per day from Twitter applications that are capable of showing ads.