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Alcohol Ad Spend to Rebound This Year; Channel Focus Remained Largely on Legacy Media in 2020

Alcohol Ad Spend to Rebound This Year; Channel Focus Remained Largely on Legacy Media in 2020

Although alcohol ad spending saw a comparatively steep drop last year, spending by alcohol brands is expected to start recovering this year, with a report [download page] from Zenith showing that, by 2023, it will exceed what it was prior to the pandemic. Looking at...

Media Mix Analysis Suggests Spending More on Digital, But Not Going Too Far

Media Mix Analysis Suggests Spending More on Digital, But Not Going Too Far

Getting the right balance of online and offline media in a campaign can be difficult. An analysis of multimedia campaigns in Kantar’s CrossMedia database shows that although investment in offline media is still high, the investment is not that cost-effective. It...

Out-of-Home Ad Spend Fell by 29% Last Year

Out-of-Home Ad Spend Fell by 29% Last Year

US out-of-home (OOH) advertising revenues decreased by 29% year-over-year (y-o-y) in 2020, totaling $6.1 billion, per figures released by the Out of Home Advertising Association of America (OAAA). This significant drop is in marked contrast from the respectable growth...

Most Traditional Media Prices to Inflate This Year

Most Traditional Media Prices to Inflate This Year

After 2020, a year in which most media types saw price deflation for the first time in years, most are forecast to recover to inflationary territory in 2021. This is according to ECI Media Management’s 2021 Inflation Report. According to the report, 5 of the 7 media...

US Online Media Spend in 2020 and the Outlook for 2021

US Online Media Spend in 2020 and the Outlook for 2021

Online media spend in the US totaled $168.4 billion in 2020, up 8% from 2019. So say the latest figures [pdf] from Winterberry Group, which last year predicted a higher growth of 14.5% for 2020. Unsurprisingly, after a difficult year, this lower-than-predicted spend...

US Offline Media Spend in 2020 and the Outlook for 2021

US Offline Media Spend in 2020 and the Outlook for 2021

Total US advertising and marketing spend in 2020 dropped by 10.2% year-over-year to total $340.3 billion — $39 billion less than the annual spend in 2019. The brunt of the decline in spending was felt by offline media, which fell by 22.9% over 2019, totaling $171.9...

Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital

Alcoholic Drink Brands Buck Ad Spending Trends, Invest More in TV Than Digital

At a time when more advertisers are allocating the bulk of their spending to digital, not every sector is following suit. In fact, data from WARC shows that the Alcoholic Drink sector is still allocating the largest share of its spend to TV. Alcoholic Drinks brands...

Many Marketers Are Under More Pressure Than Ever to Prove Effectiveness of Ad Spend

Many Marketers Are Under More Pressure Than Ever to Prove Effectiveness of Ad Spend

Since the events of 2020, more than 4 in 10 marketers are having to justify expenses that were never questioned before. This is according to a recent report [download page] from The Trade Desk. The pandemic has affected every industry in a variety of ways, but the 200...

Which Digital Platforms Are Marketers Upping Their Spend on This Year?

Which Digital Platforms Are Marketers Upping Their Spend on This Year?

More than 9 in 10 marketers plan on investing in online video and mobile this year, with a majority planning to invest more in each of these channels than they did in 2020. At the same time, data from WARC’s Marketer’s Toolkit 2021 report [download page] shows that...

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