July 27, 2020

Which Industries Are Driving US Digital Display Ad Spending Growth in 2020? (billions and % change)


Automotive includes all automotive-related categories including sale/purchase of vehicles and parts and maintenance. Computing products & consumer electronics includes hardware (computers, computer storage devices, and computer peripheral equipment), consumer electronics, prepackaged software ... (operating, utility and applications programs), local area network systems and network systems integration, computer processing and data preparation and data processing services. CPG & consumer products includes food and beverage products, household products, packaged goods, tobacco, personal care, toiletries, and cosmetic products. Entertainment includes amusement and recreation, box office, film, music, TV and video games (excluding video-game hardware). Healthcare and pharma includes pharmaceutical products, facilities, services, researchers, drug manufacturers and marketers, doctors, hospitals and biological products, as well as establishments providing health care services and social assistance for individuals; also includes health insurance advertising. Financial services includes commercial banks, credit agencies, personal credit institutions, consumer finance companies, loan companies, insurance agencies; business credit institutions and credit card agencies; also includes companies engaged in the underwriting, purchase, sale or brokerage of securities and other financial contracts. Media includes establishments primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational and other radio or television stations. Also includes establishments primarily engaged in publishing. Retail includes mail order/catalog, restaurants/fast food, drug stores, retail stores, cosmetics stores, and merchants of apparel, home furnishings/textiles, toys, pet food/supplies, appliances, jewelry and general merchandise. Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). Travel includes airlines, car rental, hotels and resorts, cruises, destination marketing organizations; includes both leisure and business travel. Other includes categories that fall outside of those mentioned, such as real estate, politics, nonprofit, professional services, energy, manufacturing, industrial and education.More


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.