Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers, and other industry leaders covering these companies. Each forecast fits within the larger matrix of all our forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas.
Although programmatic accounts for a small share of total OOH ad spending, it could become more sought after during these turbulent times because it is “easier to stop and restart campaigns” programmatically than it is through traditional sales, said Keri Weber, group media director of OOH for ad agency The Richards Group.
Company-specific data is also evaluated alongside estimates from third-party research firms and interviews with executives at ad agencies, brands, media publishers, and with other industry leaders covering these companies. Our complete estimates for Latin America ad spending can be found in this report’s accompanying spreadsheet. Analyst Note: Regional Advertising in a Post-Pandemic World.
While February estimates for ad agency jobs aren’t available yet, January saw 4,800 jobs cut, which brought agencies to their lowest point since 2014, with just 186,000 jobs. It’s not a shock that ad agencies are suffering the most of any in the industry—jobs have been on the decline for some time.