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IAB: US digital ad spend will grow 6% this year amid broader slowdown

September 3, 2020


The comparably positive spending outlook for digital media indicates that marketers are prioritizing platforms that have seen a significant increase in usage during the pandemic, including social media and search.

The double-digit lift in expected spending on connected TV (CTV) comes from a smaller base than linear TV, making the difference more dramatic. CTV spending had been forecast to grow to $10.8 billion by next year from $7 billion in 2019 as more viewers canceled their cable and satellite subscriptions and watched ad-supported services like Roku and Hulu, according to eMarketer.

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