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.
