We expect growth in digital ad spend of 0.3% this year—marginal, but growth nonetheless. Contrast that with substantial double-digit declines for all traditional channels: TV by 21.0%, out-of-home(OOH) by 21.8%, radio by 23.5% and print by 27.0%. Assuming there is no second wave of infection in the UK, we expect total ad spending to rebound in 2021.
This week, the grocery service launched its first integrated brand campaign, “How Homemade is Made,” which includes shoppable QR codes in both digital and out-of-home (OOH) advertising in select markets. The QR codes link to seasonal recipes with ingredients that are shoppable from landing pages within the Instacart app.
Across all formats that we track, OOH will have the largest negative swing vs. our full-year 2019 forecast. For 2019, we had forecast growth in spend of 7.6%; our H1 2020 severe scenario decline of 43.0% represents a percentage swing of a whopping 50.6 percentage points.