The outdoor advertising market begins to recoup its losses after a difficult 2020.

This report explores the impact the pandemic has had on our latest regional estimates and trends for total media, traditional media, digital, and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Digital advertising confounded the conditions of the past year or so and will attract more than three-quarters of total media ad spending in 2021—£19.23 billion ($24.66 billion). Video has been the biggest driver of digital spend during this time.

US advertisers increased their investments on digital media by almost 15% last year despite a pandemic and recession, looking for flexibility and accountability.

After a challenging 2020, which saw big shifts in how digital media was consumed and how marketing adapted, we anticipate five developments will have a lasting impact on Canada’s digital economy.

The COVID-19 outbreak undermined many of our pre-pandemic US forecasts. Insight can now be gleaned by examining the difference between what we thought would happen as of February 2020 vs. what our forecasts now show.

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

With COVID-19 putting pressure on media budgets, advertisers are figuring out how to realign their OOH strategies.

In a tumultuous year for advertising, every market we cover except China will experience a decline in ad spending, and Google will see its first ever contraction in digital ad revenues.

This report explores the impact COVID-19 will have on our latest regional estimates and trends for total media, traditional media, digital and mobile ad spending in six markets in Latin America: Argentina, Brazil, Chile, Colombia, Mexico, and Peru.

Our revised estimates for total ad spending in Canada this year show a big decline, mirroring what’s expected overall for the Canadian economy. Digital will hold its level after years of double-digit growth.

Total ad spending in France and Germany will fall this year, as a result of the pandemic. Traditional media will suffer most; digital ad spend will rise marginally, to €4.93 billion ($5.51 billion) in France and €7.38 billion ($8.27 billion) in Germany.

The coronavirus pandemic has pushed UK ad spending into negative territory in 2020. However, digital ad spend will grow marginally, by 0.3%, fueled by the impressive performance of video ad spending—up 15.0% this year.

Amid unprecedented recessionary headwinds caused by the coronavirus pandemic, China’s total ad spending will downshift considerably, but remain in positive territory at 0.4% growth. This will make it the only national market we cover to see net growth this year. Digital ad spending in China, meanwhile, will grow by 5.0%.

The coronavirus pandemic is putting a major dent in US digital ad spending growth. Outlays will increase by just 1.7% this year—read on to learn what that means for major ad channels and platforms.

Our March forecasts for 2020 ad spending have been overtaken by the effects of coronavirus. We’re now issuing updated estimates for Germany ad spending in H1 2020, based on recent information about how advertisers will respond.

With the coronavirus pandemic leading to a significant economic slowdown, we’re providing updated guidance to our clients about what we expect for ad spending during the first half of this year.

The coronavirus pandemic has upended 2020 ad spending projections, ours included. This report summarizes our H1 2020 Canada ad spending forecast, factoring in available information about the massive downturn in Q2.

The coronavirus pandemic has upended countless 2020 ad spending forecasts, ours included. We’re now issuing updated estimates for France ad spending in H1 2020 based on current information about how advertisers will respond.

The COVID-19 pandemic and efforts to mitigate it are wreaking havoc on the economy. How will advertisers respond? We looked back at our coverage of the industry during the Great Recession of 2007-2009 for historical perspective and precedents.