Post by account_disabled on Jan 3, 2024 2:26:58 GMT -5
Throughout the last few months marked by the coronavirus pandemic, the advertising sector has had to face a pronounced drop in investment. However, the industry seems to have begun its path to recovery faster than expected in the second quarter , according to Zenith in the latest published data that offers an x-ray of the global advertising market. In the month of July and according to forecasts, the fall in advertising investment in 2020 stood at 9.1%. Just five months later, the figure has dropped to 7.5% , and total investment this year is expected to reach $587 billion. In 2021, Zenith estimates global advertising investment growth of 5.6% to $620 billion , due to the favorable comparison with 2020 and factors such as the delay of the Summer Olympic Games and the UEFA Euro soccer championship. Investment, however, will still remain below the 634 billion registered in 2019. In 2022, the expected growth is 5.3% to 652,000 million dollars , 70,000 million less than what the sector would have achieved if it had continued along the pre-covid growth line. In light of these figures, the global economy will begin a sustained recovery in 2021 as vaccines arrive.
However, uncertainty will continue to accompany us in the coming months, so the data may vary. In 2023, digital advertising will represent 58% of global advertising investment The rise of digital advertising The digital universe Telegram Number Data was already gaining more and more weight in the advertising market before the pandemic and will continue in that vein in the coming years. According to Zenith forecasts, the global digital advertising industry will increase by 1.4% in 2020 and its share in total investment will reach 53%, 5% compared to 2019. As a result of the pandemic, e-commerce has emerged as a lifeline so that brands could continue maintaining relationships with their customers, find new ones and mitigate the drop in sales in physical stores. So much so that, according to Euromonitor International, e-commerce sales will grow by 25% in 2020, while sales in physical stores will plummet by 5%. In order to drive traffic on their own e-commerce and retail platforms, brands have increased their investment in digital media, resulting in an increase of 8% and 14%, respectively, in investment in search and social half . The growth trend of the digital world will not fade when the recovery arrives, but rather it is here to stay. By 2023, Zenith expects digital advertising to account for 58% of global advertising spend.
Advertising on connected television Another consumer habit that has changed substantially as a result of the pandemic has been content viewing, with a clear rise in online video platforms. In the first half of the year, Netflix added 25 million new subscribers to its ranks , and Disney+ achieved its five-year goal in just 9 months. Demand for Ad-funded Video On Demand (AVOD) has been even higher, especially on connected TVs . According to data from comScore, between January and April 2020 the reach of SVOD services on connected television in the United States increased by 5%. The reach of AVOD services increased by 9%, reaching 58.5 million homes (48% of the total). AVOD, which combines the premium viewing environment of television with the capabilities of digital advertising, offers high ad recall and great reach among young audiences. This alternative will counteract the loss of audiences opting for SVOD and drive average annual growth of 8.4% in online video advertising investment between 2020 and 2023 . Brands should use connected TV for both branding and performance, taking advantage of its high ad recall and full segmentation and traceability capabilities to generate brand recognition and sales conversion at the same time,” explains Christian Lee.
However, uncertainty will continue to accompany us in the coming months, so the data may vary. In 2023, digital advertising will represent 58% of global advertising investment The rise of digital advertising The digital universe Telegram Number Data was already gaining more and more weight in the advertising market before the pandemic and will continue in that vein in the coming years. According to Zenith forecasts, the global digital advertising industry will increase by 1.4% in 2020 and its share in total investment will reach 53%, 5% compared to 2019. As a result of the pandemic, e-commerce has emerged as a lifeline so that brands could continue maintaining relationships with their customers, find new ones and mitigate the drop in sales in physical stores. So much so that, according to Euromonitor International, e-commerce sales will grow by 25% in 2020, while sales in physical stores will plummet by 5%. In order to drive traffic on their own e-commerce and retail platforms, brands have increased their investment in digital media, resulting in an increase of 8% and 14%, respectively, in investment in search and social half . The growth trend of the digital world will not fade when the recovery arrives, but rather it is here to stay. By 2023, Zenith expects digital advertising to account for 58% of global advertising spend.
Advertising on connected television Another consumer habit that has changed substantially as a result of the pandemic has been content viewing, with a clear rise in online video platforms. In the first half of the year, Netflix added 25 million new subscribers to its ranks , and Disney+ achieved its five-year goal in just 9 months. Demand for Ad-funded Video On Demand (AVOD) has been even higher, especially on connected TVs . According to data from comScore, between January and April 2020 the reach of SVOD services on connected television in the United States increased by 5%. The reach of AVOD services increased by 9%, reaching 58.5 million homes (48% of the total). AVOD, which combines the premium viewing environment of television with the capabilities of digital advertising, offers high ad recall and great reach among young audiences. This alternative will counteract the loss of audiences opting for SVOD and drive average annual growth of 8.4% in online video advertising investment between 2020 and 2023 . Brands should use connected TV for both branding and performance, taking advantage of its high ad recall and full segmentation and traceability capabilities to generate brand recognition and sales conversion at the same time,” explains Christian Lee.