Digital salvages global ad spend

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 12, 2021, 3:24 PM GMT+0

Digital spend to grow at 15.6% this year, compared to 4% in 2020.

According to a Dentsu report, global advertising is expected to surge 10.4% to hit $634 billion this year. With digital projected to reach $311bn, the sector accounts for half of overall ad spend. The report also expects positive performances from social (23%) and video (17%).

Global chief executive of media at Dentsu, Peter Huijboom said that the shift in consumer behaviour experienced during 2020 had changed the advertising landscape. For instance, pandemic-time trends such as the shift to digital, e-commerce and the need for greater personalisation in media targeting have persisted to become mainstays in 2021.

Five of the top thirteen advertising markets are set to recover from pandemic-induced lows. These include Canada, China, Russia, the UK and the US. The report expects the trio of Canada, Australia and the US to grow the fastest in 2021.

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