How Our Ad Spending Outlook Has Changed Around the World; Live Events and Marketers Taking a Stand

The US will remain the largest market worldwide for total and digital advertising for the foreseeable future. China achieved rapid catch-up growth for a while, starting at one-quarter of the US spend in 2012 and rising to almost half by 2020. July 29, 2020 [How Our Ad Spending Outlook Has Changed Around the World; Live Events and Marketers Taking a Stand](=/rL0b0G3M2LYpAMSvQ0090D0)   The US will remain the largest market worldwide for total and digital advertising for the foreseeable future. China achieved rapid catch-up growth for a while, starting at one-quarter of the US spend in 2012 and rising to almost half by 2020. However, China’s progress against the US position has decelerated recently, and we estimate that China’s compound annual growth rate over the next several years will not be enough to continue to close the gap in any meaningful way, particularly given that US growth rates will also be very high during this time frame. =/rL0b0G3M2LYpAMSvQ0090D0 [Read the full article.](=/rL0b0G3M2LYpAMSvQ0090D0) [The State of Post-Click Automation in Digital Advertising]( Ad clicks don’t equal conversions, but with Postclick higher ad conversions are achievable. Your ad campaigns benefit from a post-click strategy by unlocking higher ROAS, decreasing CPC and using resources better—all a win-win-win for your bottom line. [Get me the guide]( [The Executive Roundtable: Terry Kawaja, Luma Partners | Seismic Shifts in Ad Spending and Live Events and Marketers Taking a Stand on Social Issues](/rL0b0G3M2LYpAMSvQ0090D0)   Terry Kawaja, founder and CEO of strategic advisory firm Luma Partners, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the pandemic's effects on live events and the ad market, the importance of marketers taking a stand on social issues and using economic downturns to increase brand presence. [Listen in.](/rL0b0G3M2LYpAMSvQ0090D0) [chart-image](/rL0b0G3M2LYpAMSvQ0090D0) [Report: UK Digital Trends by Generation 2020](   Young consumers in the UK have led the way on digital habits and consumption through the pandemic, and older age groups have been forced to catch up. Some old habits die hard with these groups, but the digital future has definitely been hastened. This report looks at different age groups’ changing shopping habits, media consumption and social media use in the UK and considers which trends will persist post-pandemic. [Read the executive summary.]( [chart-image]( [Western Europe to See $10.83 Billion More in Ecommerce Sales than Expected](/rL0b0G3M2LYpAMSvQ0090D0)   Retail ecommerce in Western Europe was already growing at a healthy clip, both in aggregate and as a share of overall retail, but we now expect that the pandemic will cause overall spending to increase much faster than anticipated. Even as overall retail declines by 9.9% in the region, we estimate that ecommerce sales will jump by 16.9% this year—well up from our pre-pandemic forecast of 8.8%. [Read the article.](/rL0b0G3M2LYpAMSvQ0090D0) [chart-image](/rL0b0G3M2LYpAMSvQ0090D0) ©2020 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/rL0b0G3M2LYpAMSvQ0090D0) | [Change email address](=/rL0b0G3M2LYpAMSvQ0090D0) | [Update preferences](/rL0b0G3M2LYpAMSvQ0090D0) | [Advertise](=/rL0b0G3M2LYpAMSvQ0090D0) [Select "Research Submissions"](=/rL0b0G3M2LYpAMSvQ0090D0) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](. =/rL0b0G3M2LYpAMSvQ0090D0   =/rL0b0G3M2LYpAMSvQ0090D0