eMarketer: Retail Digital Ad Spending Grows

According to an eMarketer report, U.S. retail spending on digital ads will grow by 15.8% in 2017, and the market research firm expects the gains to continue in the double-digit range through 2020.

As an industry, retail will be the top spender on digital advertising in 2017, accounting for 21.9% of total market share followed by automotive at 12.8%. Retail’s digital ad spending will continue to grow this year, coming in at 15.8%, just below the 15.9% average for all industries studied.

Although television will continue to be the biggest ad spending vehicle for retail, and even though some key retailers cut their digital spend last year, Amazon, Walmart and Target included, the industry is in the process of shifting digital ad spending to align with opportunities in mobile and video as it looks to win Millennials.