Ad spending on ecommerce properties will be up 38.8% from 2019—an acceleration of spending growth, thanks to the pandemic. By the end of this year, ecommerce channel advertising will represent 12.2% of US digital ad spend.
“Ecommerce channel ads are gaining popularity as brands realize the value of targeting prospects exhibiting purchase intent within the large ecommerce marketplaces,” said Andrew Lipsman, eMarketer principal analyst at Insider Intelligence. “The trend has only accelerated during the pandemic as ecommerce accounts for a higher percentage of most brands’ and retailers’ sales. While Amazon has already proven itself as an ad platform, the next wave of ecommerce power players is now making more aggressive moves in the space.”
Also known as retail media advertising, ecommerce channel advertising is digital advertising that appears on websites or apps that are primarily engaged in retail ecommerce.