Looking ahead: As previously mentioned, US auto's digital ad spend is on the mend in 2021 and will continue to grow to $19.00 billion by 2023, we estimate.
That said, the auto industry will make up a decreasing share of the US digital ad spending pie. In 2016, auto brands and dealers made up around 12% of all digital advertising. This number fell precipitously to around 8% of all digital ad spending in 2020, and we expect it to stagnate to around 7.6% by 2023.