OOH ad spending is getting back to where it once belonged. Prior to the pandemic, OOH was steadily growing, which was impressive for a medium still primarily rooted in traditional ad buying.

US banking digital ad spend will hit $13.54 billion in 2022, up 20.4% year over year. Growth was even faster in 2021, when banks anticipated an upswing in consumer spend. In the coming years, growth will decelerate but remain in the double digits.

The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

ByteDance properties Douyin and TikTok have been making waves inside and outside China for several years. Their combined spectacular growth will result in ad revenues of more than $30 billion for their parent company in 2022, leaving ByteDance in fifth place among ad publishers worldwide.

Despite the stagnation of the traditional TV market, US TV screen advertising will grow by over $14 billion in the next four years. Viewing patterns are shifting toward digital as more Americans continue to cut the cord and move to connected TVs and streaming services.

For growth marketers, TV advertising is a logical path forward, offering massive reach, efficiency, and returns. A typical campaign investment of $150,000 may deliver over 30 million impressions and reach upwards of 15 million people.

Social network user numbers are still rising in the US, UK, and Canada—albeit slowly. This is to be expected as the social media market matures. But the user makeup of the main platforms is changing, and there’s more competition.

BetterHelp bested other US podcast advertisers in 2021 and spent $76.9 million on podcast placements that year. This was nearly triple the outlays of NBCUniversal, the second-biggest spender, at $27.7 million. All told, the top 10 podcast advertisers invested close to $300 million.

Last year brought many surprises for the ad tech industry, along with important learnings about industry growth, the need for interoperable identity solutions, and preparing for a cookieless future.

Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data.

This weekend’s Super Bowl sees legacy brands return and new players emerge: High consumer spending and TV ratings have both old favorites and new industries buying ad spots.

Time spent with digital audio surpassed that of radio for the first time in 2021.

Digital and alternative advertising lift overall ad spending in 2021: As spending returns to pre-pandemic levels, it’s become clear advertisers find emerging channels more appealing than traditional ones.

The triopoly of Google, Facebook, and Amazon will rake in 64.0% of this year’s $211.20 billion in US digital ad spending, about the same share as 2020 and up 1 percentage point from 2019.

Following a year of somewhat stalled growth, Twitter will soar past $2 billion in US ad revenues in 2021, marking a 38.5% increase over 2020.

Advertisers in the Middle East and North Africa spend more on social than on any other digital ad format. In 2020, $1.73 billion went to social advertising, more than double what the next biggest format, video, brought in.

The UK’s digital advertising industry weathered the pandemic remarkably well. Among the industry sectors we track, digital ad spending will rise across the board (which was not universal last year), but these patterns of growth will fluctuate wildly across categories.

US spending decreased significantly across out-of-home (OOH) ad formats from Q1 2020 to Q1 2021, but not all categories were affected equally.

LinkedIn had a very strong 2020, during which its total ad revenues grew 31.3%, driven by its Marketing Solutions as B2Bs focused on targeting audiences working from home.

Display ads like banners and graphics, which have historically been less of a priority than search ads for B2B marketers, took up a greater share of US ad spending than ever before in 2020.