Digital marketing will be acquiring the market in 2024 | Digitactseed – Best Digital Marketers |

In some ways, this year will be remembered as a minor setback rather than an industry-altering economic disaster for the media industry. Despite the terrible reality of a global economy that will be the worst since the Great Depression, advertising has weathered the storm surprisingly well, with an underlying decline of 5.8%. (excluding-U.S. political advertising). This is a lot better than our June projection of an 11.9 percent decline in 2020, but it's still a big drop from the 8.7 percent growth rate in 2019.

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To put it another way, the nature of the downturn and new consumer behaviours encouraged firms to quickly adjust to e-commerce models, which benefited digital advertising. This is the new baseline from which e-commerce and performance-based marketing are likely to continue to expand. As a result, we've raised our prediction for global advertising growth in 2021 from 8.2 percent to 12.3 percent, up from 8.2 percent in June.

In 2020, we predict seven of the eight major markets—the United States, China, Japan, the United Kingdom, Germany, France, South Korea, and Canada—to see growth decline by about 2% or more. China, on the other hand, is expected to rise at a rate of 6.2 percent. The good news is that we anticipate growth in all of these nations in 2021: 11.8 percent in the United States, 15.6 percent in China, 12 percent in Japan, 12.4 percent in the United Kingdom, 4.6 percent in Germany, 7.2 percent in France, 1.6 percent in South Korea, and 15.1 percent in Canada.

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The following are the six most important takeaways from This Year, Next Year: Group M's Global End-of-Year Forecast Report for 2020:

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Advertising on the internet

Excluding political activity in the United States, digital advertising is anticipated to expand by 8.2 percent in 2020. This comes after nearly a decade of double-digit growth, with the last six years seeing global growth of more than 20%.

Since 2015, when it was only 30.6 percent, this percentage has more than doubled.

We expect that by 2024, digital advertising will have a global market share of 66 percent.

Television commercials

Television advertising will fall by 15.1 percent this year, excluding political advertising in the United States, before rebounding to rise 7.8 percent the next year.

Advertising associated with traditional media owners' streaming activities (mainly on connected settings) will climb 7.8% this year and 23.2 percent next year, according to digital extensions and related media.

Advertising on the street

It is expected to fall by 31% by 2020, including digital out-of-home advertising. With 18 percent growth expected next year, there should be a partial recovery.

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We predict outdoor advertising to rise in the low- to mid-single digits beyond 2021, but it will lose share of total advertising; nonetheless, we expect major brands to devote more of their spending to the medium.

Cinema

In our global prediction for markets where data might reasonably be calculated, cinema has been separated for the first time. Given the lack of significant studio releases in most territories throughout the world, the worldwide sector is expected to generate less than $3 billion in 2019 and more than 75% in 2020.

Advertisement in print

It includes newspapers and magazines and is predicted to fall 5% this year, a considerable acceleration from recent years' high-single-digit decreases. Following an economic rebound, however, those single-digit decreases should return.

Audio commercials

It is expected to fall by 24% in 2020 as advertisers pull back, owing in part to the medium's reliance on out-of-home activities like driving. Streaming services from terrestrial stations and their digitally-oriented competitors, as well as podcasts, still only reach a few billion people, but they assist to make the broader medium more desirable to marketers.

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