US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.
The coronavirus has upended the US travel industry. Fears of infection, governmental measures restricting travel and access to public places, and the economic downturn will depress bookings, sales and ad spending in 2020 and beyond.
Search ad spending in the US will rise by 5.9% this year, significantly below trend, in the face of the massive disruption to consumer lifestyles. But the pandemic is setting search up for a bigger future.
Before the pandemic, linear addressable TV ad spending was soaring in the US, with annual growth rates of 50.7% in 2018 and 36.5% in 2019. But that spending increased by just 7.3% in 2020, amid advertising budget cuts in the TV industry.