As the coronavirus spread in the first half of 2020, we might have expected radical changes in the media behavior of consumers around the world. But for the most part, that didn’t happen. That’s just one insight to emerge from eMarketer’s newly released 2020 Global Media Intelligence (GMI) Report, a detailed look at internet users’ engagement with digital and traditional media in 42 major markets, produced in collaboration with Starcom Worldwide and GlobalWebIndex.
US TV ad spending is now expected to decline by 15.0% this year to reach $60 billion, down from $70.59 billion in 2019.
eMarketer principal analysts Mark Dolliver and Nicole Perrin, junior forecasting analyst Nazmul Islam and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss what the coronavirus pandemic has and hasn't done to print media. They then talk about racial diversity in ads, millennials in decision-making roles, and American teens' favorite social media platforms.
Most advertisers have pulled back their spending, but streaming services are marketing themselves as heavily as ever.
Traditionally, advertisers make big spending commitments to get the best deal on TV inventory. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman, senior analyst Ross Benes, and forecasting analyst Eric Haggstrom about why Procter & Gamble's chief brand officer Marc Pritchard thinks marketers don't benefit from this arrangement as much as those on the sell side do. They also talk about what's going on at Quibi, Apple TV+, and The Walt Disney Co.
The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.
In a challenging year for advertising worldwide, Germany will experience a slowdown similar to that of every other market we track. Germany’s digital ad spending had grown at double-digit rates for each of the past three years, but pandemic-disrupted 2020 will see that growth slow to just 0.8%.
Based on a bottom-up look at the market, eMarketer has updated our estimates of US digital ad spending this year. eMarketer forecasting analysts Eric Haggstrom and Peter Vahle, along with junior forecasting analyst at Insider Intelligence Nazmul Islam, join eMarketer principal analyst at Insider Intelligence Nicole Perrin to talk about the building blocks of the forecast, what we know about performance at major digital ad sellers, and how it all adds up to the whole. Plus, they put our digital forecast in the context of other major media.
eMarketer senior analyst Ross Benes, forecasting analyst Eric Haggstrom and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss the gradual return of sports audiences and how advertisers are viewing these marketing opportunities. They then talk about Facebook halting political ads after the election, Twitch selling inventory on Amazon's advertising platform, and out-of-home advertising in Q2.
The healthcare and pharma industry has been slower to embrace digital marketing compared with other verticals we track. Heavy regulation makes ad targeting more difficult, which has kept traditional media buys and in-person marketing popular.
eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss how negative emotions are received in ads, whether we're witnessing the beginning of the end of the Upfronts, if paying with your hands is a good idea, the significance of LinkedIn Stories, if parents are actually influencers, what the Boston Celtics and Twitter have in common, and more.
In terms of the allocations of spend across industries, 2020 will be a story of two trends. On one hand, digital ad investments (and advertising investments overall, for that matter) in some sectors will decline immensely as a result of those industries facing insurmountable barriers. On the other, the pandemic will allow certain other industries to remain resilient in terms of digital spend, with relatively strong growth forecasts for the year. It comes as no surprise that the automotive and travel industries will experience huge spending declines in 2020. As the UK imposed strict lockdown rules, pretty much all travel was nixed for several months. Investment in digital advertising by these two industries will thus suffer, with spend declining by 20.4% for auto and by 36.7% for travel this year.
The retail industry will continue to lead the pack in terms of digital ad spend in 2020, and the lockdown has helped retail solidify its position. This year, UK digital ad spending in the retail sector will reach £3.02 billion ($3.85 billion).
Yes, it's really happening: The cookie-less future is on the way. Allison Schiff, senior editor at AdExchanger, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what's been going on at the World Wide Web Consortium (W3C), what advertisers need to know about FLoCs of birds, and how optimistic they are about educating consumers about targeted advertising.
Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.
The pandemic has had all kinds of effects on consumers, and in turn, on how they interact with products and services. eMarketer principal analyst at Insider Intelligence Nicole Perrin speaks with fellow principal analyst Andrew Lipsman and forecasting analyst Eric Haggstrom about what happens when business metrics go haywire, including at Walmart, Nike, and Peloton. They also talk about Facebook's narrowing attribution window, Prime Day finally happening, and Samsung Ads' new self-serve demand-side platform option.
No industry has been as devastated by the coronavirus pandemic and its effects as travel. Airlines, car rental agencies, hotels and resorts, online booking services, cruises and destination marketing organizations, and business travel support services found their operations ground to a near-halt for much of Q2 2020, and the situation has barely improved in H2.
As much as consumer behavior and the wider economic situation influence the app economy, Apple and Google do as well. With their commissions on in-app purchases (IAPs) and subscriptions, and with their rules surrounding data and advertising, they can make or break different monetization strategies. The changes set to take effect in early 2021 under Apple’s iOS 14, especially, have upended app monetization.
Despite general pullback in digital ad spending across many industries this year, the healthcare and pharma industry will increase its digital ad spend by 14.2% to reach $9.53 billion. This will make it the fastest-growing industry after computing products and consumer electronics, we forecast.
One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.