We don’t forecast ad revenues for specific companies in Canada like we do in the US and the UK, but third-party data is available that quantifies the impact of a major force in digital ad spending: the duopoly.

We're looking at agencies as helping us with some niche skills that are harder to in-house for us at this time, but we're complementing that with some programmatic that we brought in-house as well.”.

A June 2019 survey by Sapio Research for mobile exchange Fyber found that US and UK developers expected these types of ads to proliferate in the future, particularly rewarded video.

(Percentages were even higher in Spain and the UK.). In France, just 34% of marketing professionals polled by Cision in May 2020 thought that their marketing and ad budgets would be the same or higher than before the pandemic. One in 10 respondents thought their budgets would shrink by more than half.

TikTok’s programmatic and direct-response ad offerings are still fairly rudimentary compared with those of other social media companies. Its self-serve ads manager platform launched globally in July 2020.

Display, meanwhile, is still somewhat booming thanks to the ever-increasing popularity of targeted programmatic channels and the uptick in traffic on social media. We predict these options will be even more disproportionately popular in a stressed economic environment where brands are seeking surefire ROI.

In the UK and South Korea, for example, 71% of respondents noted a decrease in marketing budgets, whereas in Italy, only 56% said they lessened spend. Brazil, India, the US, Italy and Germany also had a higher response rate than the global average of 20% when asked if marketing budgets increased due to COVID-19.