Advertising has followed a global trend on shopping online during the pandemic at a flying rate.
The ad spend was concentrated over 78% at just 10 top digital publishers and platforms, research finds
Digital ad revenue in the U.S. jumped 35% to $189 billion last year as marketers chased consumers spending more time and
- Digital ad revenue in the U.S. jumped 35% to $189 billion last year as marketers chased consumers spending more time and spending on online media and shopping, according to a new report from the Interactive Advertising Bureau and PricewaterhouseCoopers LLP.
*Statista chart on Digital ads market revenue
The year-over-year growth in 2021 was the highest the digital ad market had seen since 2006,
the online-ad trade group said.
“They use digital for finding new consumers, delivering products and services,” Mr. Cohen said.
10 digital publishers and platforms dominated with over 78% share of total digital ad revenue, (up from 78.1% in 2020) according to the IAB.
Just recently research firm Insider Intelligence forecast media giants Google, Facebook and Amazon would sum up to 64% of digital ad budgets in the U.S. in 2021.
E-commerce, now a cornerstone of the economy, will continue to drive ad investment to digital channels, the report said.
A growing part of that investment will go to so-called retail media networks.
In an equity note last week, Morgan Stanley analysts said advertising is highly cyclical and linked to economic growth.
Digital advertising has also benefited from marketers spending more on performance advertising, in which budgets go toward campaigns that directly generate consumer action.
source: Insider intelligence/Advertising bureau