Article by Ethan Cramer-Flood
Source: www.emarketer.com, August 2020
The US retail industry will remain the largest spender on digital advertising across all verticals, despite a huge deceleration in its digital ad spending growth and a difficult year for retail sales overall.
Nearly every industry in the US will experience dramatic slowdowns—and even contractions, for some—in digital ad spend this year. But thanks to its accelerated embrace of ecommerce, retail will slightly outperform the industry average. We estimate that retail digital ad spend will increase by 3.1% in 2020—to $28.23 billion—compared with US digital ad spend overall, which will grow by 1.7%.