The consumption of at-home media and entertainment thrived amid the coronavirus pandemic, but the total shutdown of live events and the pause on film and TV production will cause digital ad spending to decline in 2020.
In a difficult year for advertising worldwide, digital ad spending in Germany will see only 0.8% growth. Most of the industries we break out will decelerate their digital ad spend to some degree, while travel and auto will reduce theirs dramatically.
Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.
The pandemic has greatly affected the distribution of digital ad spending across industries. The bottom fell out of the travel industry, as will ad spending in the sector, while retail will consolidate its dominant position in digital ad spend this year.
The pandemic has caused the US automotive industry to reduce its digital ad spending by 18.2% in 2020. As car sales plummeted, dealerships closed, and manufacturing slowed, marketers backed off from performance initiatives and focused on branding efforts.