COVID-19 impacts US digital ad spends

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2021, 3:57 AM UTC

Improvado’s survey of 6,000 US companies across Google Ads looked at how COVID-19 affected digital ad spends in 2020 for brands.

Digital ad spends for higher education, consumer electronics, sporting goods, consumer goods, and manufacturing increased significantly, by 481%, 217%, 81%, and 80% respectively. These categories reported the highest ad spends by the end of 2020.

While, digital ad spends for marketing and advertising, and broadcasting media dipped by 39% and 40% respectively, the biggest fall was reported by the entertainment industry (82%). Other sectors with major ad spend drops were leisure, travel and tourism (78%), and airlines and aviation (77%).

Non-profit organisations (17%), business supplies and equipment (17%), and food production (16%) saw increased ad spends. Ad spends by the insurance sector grew 2%, while hospital and healthcare, financial services, and food production surged at 12%, 13%, and 16%, respectively.

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