Post by account_disabled on Jan 3, 2024 15:34:24 GMT 8
With the pandemic came a global shutdown that also affected - as it could not be otherwise - advertising investment and the media industry in general. March was the moment when life stopped for everyone and the big doubts arose about how much this closure was going to mean for everyone. The truth is that advertising spending did not have promising data and looking towards a hopeful future became complicated. However, 9 months later, it is possible to say that the situation has not been as horrible as expected . The declines have not translated into steep falls since the digital world has managed to revive the results. especially small businesses. And, looking at 2021 that is about to begin, the truth is that growth is no longer just a probability but a more than expected reality. Three major media groups have positive predictions: GroupM predicts 12.3% growth, Zenith predicts 5.6% growth, and Magna predicts 4% growth.
Of course, they will not be 2019 levels at all and these will not arrive, presumably, until 2022. Regarding this year's figures, GroupM has assured that advertising investment will close 2020 with Telegram Number Data a reduction of 5.8% . For its part, Zenith predicts a decrease of 7.5%. And Magna, 4.2%. All of them predicted much worse data in the month of June, in the middle of the first wave of the global pandemic. Digital and streaming, the kings of 2020 What sectors have helped prevent the fall from being as precipitous as expected? The three groups point to two clear winners: the digital world and streaming, on the rise thanks to mandatory quarantines. And digital spending has been solid thanks, in part, to the fact that small businesses have finally been encouraged to bet on e-commerce and digitalization has arrived for them sooner than expected, especially in social networks.
In fact, according to CampaignLive , the idea is that the digital world takes 61% of the global advertising investment pie despite the fact that there is a slowdown in its growth. Even so, these previously mentioned social networks will help the recovery of advertising investment until 2023 , according to Zenith estimates. For its part, streaming has hit hard during these months and so have its advertising revenues. Zenith has assured that the audience for these advertising-supported services has grown by 9% this year , reaching almost 59 million homes. Likewise, digital video consumption has increased beyond streaming, with investment reaching 15% growth this year according to Magna. However, linear media have seen their income drop , as live events and productions have been cancelled, although this sector is expected to gain strength in 2021 despite the fact that it will not be the same again. It must be remembered that the linear media industry was already losing strength before the pandemic and will continue to do so, paving the way for the digital world.
Of course, they will not be 2019 levels at all and these will not arrive, presumably, until 2022. Regarding this year's figures, GroupM has assured that advertising investment will close 2020 with Telegram Number Data a reduction of 5.8% . For its part, Zenith predicts a decrease of 7.5%. And Magna, 4.2%. All of them predicted much worse data in the month of June, in the middle of the first wave of the global pandemic. Digital and streaming, the kings of 2020 What sectors have helped prevent the fall from being as precipitous as expected? The three groups point to two clear winners: the digital world and streaming, on the rise thanks to mandatory quarantines. And digital spending has been solid thanks, in part, to the fact that small businesses have finally been encouraged to bet on e-commerce and digitalization has arrived for them sooner than expected, especially in social networks.
In fact, according to CampaignLive , the idea is that the digital world takes 61% of the global advertising investment pie despite the fact that there is a slowdown in its growth. Even so, these previously mentioned social networks will help the recovery of advertising investment until 2023 , according to Zenith estimates. For its part, streaming has hit hard during these months and so have its advertising revenues. Zenith has assured that the audience for these advertising-supported services has grown by 9% this year , reaching almost 59 million homes. Likewise, digital video consumption has increased beyond streaming, with investment reaching 15% growth this year according to Magna. However, linear media have seen their income drop , as live events and productions have been cancelled, although this sector is expected to gain strength in 2021 despite the fact that it will not be the same again. It must be remembered that the linear media industry was already losing strength before the pandemic and will continue to do so, paving the way for the digital world.