Advertisers at ecommerce retailers—particularly ecommerce-native brands (i.e., direct-to-consumer brands)—were more likely to do DR advertising on Facebook, while consumer packaged goods (CPG) brands tended to have branding goals, according to a November 2020 Pivotal Research Group survey of US brand and agency marketers.

Amazon’s net US digital ad revenues will rise 55.5% this year, as the No. 3 digital ad seller rides the wave of an ecommerce shift that’s attracting more brand investment.

By 2024, we expect US digital ad spend to be about $65 billion higher than what we expected before the pandemic. The biggest drivers behind these larger-than-expected increases are retail media networks and connected TV.

That’s a lot of digital ad spend up for grabs with a lot of retailers vying for their piece of the pie. Dozens of retail media networks are beginning to scale. Amazon has driven much of retail media’s growth to date, but nearly every major retailer now has a retail media network—with several already generating hundreds of millions of dollars in high-margin revenue.

Blake Droesch is an eMarketer analyst at Insider Intelligence, covering retail and ecommerce with a focus on digital grocery and the intersection of ecommerce and digital media. Previously, Blake was a writer and editor covering the luxury lifestyle industry.

This analyst discussion, made possible by BERA, covered our digital ad spending forecast, plus:. Ad strategies for the linear TV to streaming migration. How retail media networks will reshape the digital ad ecosystem. What you need to know amid Apple's changes in privacy settings and heightened scrutiny of the potentially harmful effects of these platforms.

We estimate that digital ad spending by consumer product good (CPG) brands will hit $30.56 billion this year. What's more is that the CPG sector is one of five industries to devote more than 70% of their total ad budgets to mobile.

Last year, China was the only market to see overall ad spending growth, although digital ad spending performed well almost everywhere. This year, every country will see growth in almost every category.

From new ad products and ecommerce tools for brands to updated video and ephemeral messaging features for users, the main social platforms—Facebook, Instagram, Snapchat, TikTok, and Twitter—now have more in common than not. How has our forecast for worldwide social network users changed?

We estimate that worldwide, Amazon retail ecommerce sales will increase by 26.4% this year to $626.56 billion. Marketplace sales will account for 61.3% of the total, up from 60.2% last year. In the US, we estimate Amazon retail sales will be up 24.9% this year to $386.40 billion. Marketplace sales will account for 60.1% of the total, also up from last year (59.0%).

The big picture: Facebook (including Instagram) is on track to surpass $100 billion in net worldwide ad revenues for the first time, with $107.72 billion in 2021. That will give it 23.7% of the worldwide digital ad market. Google is No. 1 with a 28.6% share.

As the pandemic elevated ecommerce adoption (and temporarily slowed social ad spending), Facebook, Instagram, and others quickly expanded their social commerce offerings to help drive conversions within their apps. That said, we don’t expect most users to check out on social in 2021, at least not on a regular basis.

Amazon’s net US digital ad revenues will rise by 41.0% this year as consumers shift dramatically to more ecommerce shopping and advertisers pay to get in front of shoppers at their leading destination.

Every national market in the world will finish this year with more ad spending than in 2020. In most categories, worldwide growth records will be shattered. But 2021 was a very unusual year, following a very unusual 2020.

Buoyed by a surge in US digital advertising, spending by the media and entertainment industries has exceeded pre-pandemic expectations and is poised for continued growth.

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.

In Latin America in 2022, digital payments will make gains, consumer expectations around ecommerce will shift, corporate sustainability and social issues will come to the fore, SMBs will bank on social commerce, and retail media networks will make their presence felt.

Digital ad spending across several industries in the UK has been up-and-down the past two years. There will be across-the-board growth this year, but at uneven rates, ranging from 33.0% for travel to 7.8% for automotive.

After an inconsistent year for digital ad spending in 2020, every industry in the US will increase their outlays in 2021. The retail, consumer packaged goods (CPG), and entertainment industries will provide the biggest boosts, driving up overall digital ad spending by 25.5%.

The region’s seismic pivot toward ecommerce prompted a change in the way consumers search for products. Many are now beginning their consumer journey directly on ecommerce websites and apps like Mercado Libre, Amazon, Americanas S.A., and Magazine Luiza—rather than on search engines like Google.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.

Argentina’s policy changes could also pave the way for local retail media networks, like Mercado Ads (Mercado Libre’s advertising division), to take some share of the digital ad spending pie away from the Facebook and Google digital ad duopoly, especially since ecommerce has seen a surge of growth across the country during the pandemic.