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.

In a difficult year for digital advertising overall, US travel industry spending will decline faster than any other vertical. It will bring up the rear in total spending and claim the smallest market share of all industries we cover.

In a difficult year for retail sales overall, the US retail industry will remain the largest spender on digital advertising among all verticals, despite a huge deceleration in growth.

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.

Based on a bottom-up look at the market, eMarketer has updated our estimates of US digital ad spending this year. eMarketer forecasting analysts Eric Haggstrom and Peter Vahle, along with junior forecasting analyst at Insider Intelligence Nazmul Islam, join eMarketer principal analyst at Insider Intelligence Nicole Perrin to talk about the building blocks of the forecast, what we know about performance at major digital ad sellers, and how it all adds up to the whole. Plus, they put our digital forecast in the context of other major media.

The healthcare and pharma industry has been slower to embrace digital marketing compared with other verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular.

Retail ad budgets continue to grow at a steady pace as retail stalwarts battle disruption from Amazon and other digitally savvy companies.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

The pandemic has caused the US automotive industry to reduce its digital ad spending by 18.2% in 2020. As car sales plummeted, dealerships closed, and manufacturing slowed, marketers backed off from performance initiatives and focused on branding efforts.

Digital ad spend by telecom and by computing products and consumer electronics companies will outperform industry averages in 2020. In a difficult year for digital ad spending, they will be two of only three industries to maintain double-digit growth.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

The consumption of at-home media and entertainment thrived amid the coronavirus pandemic, but the total shutdown of live events and the pause on film and TV production will cause digital ad spending to decline in 2020.

In a difficult year for retail sales overall, the US retail industry will remain the largest spender on digital advertising among all verticals, despite a huge deceleration in growth.

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.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.