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RESEARCH, ANALYSIS & TRENDS

COVID-19 accelerated a digital shift

in marketing

Global advertising spend is on course for 12.6% The second quarter rise in global ad trade followed on
growth this year to reach US$665bn, an upgrade from 12.5% growth in the first quarter; consequently, at
from 6.7% initially projected, as the global ad US$311.5bn, global ad investment was 17.8% higher
market rebounds strongly from the COVID-19 during the first six months of the year than during the
downturn of last year, finds WARC, the same period in 2020.
international intelligence service. Further growth, The research lays bare the scale of the 2020 ad reces-
of 8.2%, is forecast for 2022, by when the global sion. While total spend fell by 5.4% – approximately
advertising market will be worth more than half the rate initially estimated – spend on offline media
US$700bn. such as print, radio, TV and cinema fell by a fifth, or

New quarterly research from 100 markets by WARC US$63bn, equating to the worst downturn for this sec-
finds that advertising spend in Q2 2021 rose 23.6% to a tor in WARC's 40 years of market monitoring.
total of US$157.6bn – a new high for a second quarter Spend online, however, rose by 9.4% ($29.2bn) last
period and the strongest rise in over a decade.
year, buoyed by rising eCommerce (+27.4%), social
Growth in the second quarter was driven mostly by media (+18.3%), and online video (+15.9%) invest-
online formats, which collectively saw spend rise by ment.
31.2% versus the previous year. eCommerce (+59.5%) Online media gained 10 percentage points in budget
and search (+50.6%) were star performers, though of- allocation last year in the automotive and financial cate-
fline media – most notably linear TV (+11.5%) – also gories, a rate of increase that was double the pre-
fared well.
pandemic average. All product sectors are allocating

18 July 2021: Mobile Marketing & Analytics