[eMarketer] Ecommerce channel ad spending on an impressive trajectory
Before COVID-19 pandemic, ecommerce channel advertising had caught the eyes of advertisers, particularly on consumer packaged goods and retailers.
Amazon had set the pace in the US on this front by being among the top digital ad sellers in the US which was attributed to to placements on its ecommerce property. Companies including Walmart, Target, and eBay had been growing similar businesses.
The pandemic has bolstered that growth in ecommerce sales and as a result ecommerce channel advertising to 49.8 per cent. By year end last year, ads on properties where the primary activity was ecommerce accounted for 12.3% of US digital ad spending, a rise from 9.4 per cent in 2019. The trend is expected to continue according to projections from eMarketer.