Post by account_disabled on Dec 30, 2023 5:18:26 GMT
The strong health, economic and social crisis caused by COVID-19 has had a strong impact on the advertising industry . In 2020, the sector had to face a drop in investment and, with the arrival of a new year and the prospect of mass vaccination, the focus is on recovery . However, the full revival of the industry as we knew it will not happen overnight. According to Dentsu 's annual global advertising investment report collected by The Drum , advertising spending will not return to pre-covid levels until 2022 . It will be then when global investment reaches $619 billion and registers a growth of 6.9%.
This year, the increase will be 5.8% if we count on the celebration of important sporting events such as the Olympic Games, the Paralympic Games and UEFA. Globally, spending of $579 billion is expected in 2021 . Western Phone Number List Europe will record growth of 7.5%, followed by Asia-Pacific (5.9%) and North America (4%). Despite the collapse in global advertising spending, digital media has been boosted by the pandemic, a trend that Dentsu says will continue this year. Forecasts suggest that digital will represent half of all advertising spending , led by social networks (18.3%), search (11%) and video (10.8%).
Television spending will rise 1.7% globally to $160 billion, a third of all advertising spending, as we return to “normal.” “While the return to growth will be welcome, the path to recovery for marketers must be supported by investing in ways that put customer intelligence at the center of their business strategies ,” says Peter Huijboom, global chief executive of media at Dentsu. To do this, the sector will have to invest in data, e-commerce and new technologies such as connected television, as well as build partnerships in all areas.
This year, the increase will be 5.8% if we count on the celebration of important sporting events such as the Olympic Games, the Paralympic Games and UEFA. Globally, spending of $579 billion is expected in 2021 . Western Phone Number List Europe will record growth of 7.5%, followed by Asia-Pacific (5.9%) and North America (4%). Despite the collapse in global advertising spending, digital media has been boosted by the pandemic, a trend that Dentsu says will continue this year. Forecasts suggest that digital will represent half of all advertising spending , led by social networks (18.3%), search (11%) and video (10.8%).
Television spending will rise 1.7% globally to $160 billion, a third of all advertising spending, as we return to “normal.” “While the return to growth will be welcome, the path to recovery for marketers must be supported by investing in ways that put customer intelligence at the center of their business strategies ,” says Peter Huijboom, global chief executive of media at Dentsu. To do this, the sector will have to invest in data, e-commerce and new technologies such as connected television, as well as build partnerships in all areas.