In 2020, we expect total media ad spending worldwide will reach $691.7 billion, up by 7.0% from 2019. That’s a decrease from our Q3 2019 forecast when we expected worldwide ad spending to rise by 7.4% to $712.02 billion this year.

The country was already suffering from the global slowdown in trade at the beginning of 2020, and the coronavirus pandemic has compounded those problems. Most companies and brands now need to scale back their H1 2020 ad spending plans, given the drastic changes in the social and commercial landscape.

According to a September 2020 survey from AppsFlyer and the Mobile Marketing Association (MMA), most mobile marketers worldwide expected the IDFA changes to negatively affect everything from targeting and impression verification to frequency capping, conversion measurement, and multitouch attribution.

According to a mid-March Interactive Advertising Bureau (IAB) survey of US media planners, buyers and brands, digital ad spending in the US is expected to decline by 33% between March and June.

Global media ad spending is likely to take a hit due to the coronavirus, according to newly revised eMarketer estimates, but for now nearly all of the related slowdown is attributable to China alone. In 2020, eMarketer expects total media ad spending worldwide will reach $691.70 billion, up by 7% from 2019, per its updated forecast.

In total, social network video ads will count for 1 in 10 total digital ad dollars in the US in 2022—or 10.2% of the total US digital ad market. Up from 8.4% in 2019, social network video advertising is beginning to take a meaningful share of digital ad spending. Video advertising will make up more and more of total social media ad spend.

S&P Global. The State Council of the People’s Republic of China. TechCrunch. UnionPay. Worldpay. Xinhua. YouGov.

Arndt Groth, former CEO of real-time advertising platform Smaato, said that China's share of nonprogrammatic ad networks was larger than most of the major markets worldwide for two reasons. “First, programmatic advertising, especially real-time bidding, requires ad tech players to conform to a global standard via the IAB’s OpenRTB protocols,” he said.

“We still expect H2 to show some stabilization obviously compared with the heavy decline in Q2, which was from national TV,” said Vincent Letang, executive vice president of global market intelligence at media agency Magna Global. “We think the return of sports is a major factor, since at least 20% of national TV spend is linked to sports events.”

“The US retailers that offered these options saw digital spend increase by 49% on average year over year, while retailers that didn’t only saw 20% growth.”. Retailers need to appreciate the increasing importance of apps in driving ecommerce purchases.

It found that US digital ad spending was up 3.6% year over year (YoY) in July, 17.9% in August, and 20.6% in September. In May, by comparison, digital ad spending fell by 14% YoY. The analysis included media buys from major ad agency holding companies and didn’t include ad spending by small- and medium-sized businesses (SMBs).

This year, CTV will account for 5.4% of total US digital ad spending. For total media ad spending, which includes digital and analog channels, CTV will account for 2.9% of all ad spending in 2019. We expect these figures to rise; by 2023, 7.0% of total digital ad spending and 4.7% of total media ad spending will go to CTV.

Ad tech company PubMatic reported that spending on travel ads continued to plummet into Q2, citing a 93% decline on digital ad spending between the first week of March and the second week of April. The reasons for the sharp declines in ad spending are threefold.

While there remain many unknowns about the US economy—particularly amid growing global uncertainty and a charged political environment—retailers can plan for several factors that will come into play next season. eMarketer 2020 Holiday Season Forecast.