Overall, the notion of flexibility that's required from a media and advertiser perspective will become more prescient, and I hope it continues. A good relationship between media partners and marketers allows for that, so they can engage better with customers. And I think that sticks around more versus the classic model. Also, people making decisions before they go places will remain.

But that’s changed as more high-quality content publishers—such as traditional publisher brands under Meredith Corporation, Hearst Corporation, and Condé Nast, and digital media publishers like BuzzFeed and Vox Media—have entered the space. Influencers have also been active in the affiliate channel in recent years.

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 country was one of the first in Europe to suffer the shock of the coronavirus, and the pandemic only added to the financial gloom, especially in the retail and hospitality industries that contribute substantially to Italy’s economy. The popularity of both TV and digital video has boosted the purchase of smart TVs, but ownership rose by less than 3 percentage points between 2019 and 2020, to 46.9%.

Some media platforms even demand that brands not run the same creative any longer than a week. Short-form video, social media, ecommerce, and livestreaming platforms will continue to dominate marketers’ thoughts. In terms of the short-form video sector, Douyin (TikTok’s sister app) and Kuaishou (which went public in Hong Kong in early February) have the largest user bases by far.

With the coronavirus pandemic keeping most people worldwide at home, media consumption is up. But with an economic slowdown crashing markets and supply chains disrupted by the virus, many advertisers are pulling or pausing spend—meaning increases in media engagement aren’t translating into increased ad revenues.

We’ve heard a lot about how the coronavirus pandemic has accelerated several marketing and media trends, such as cord cutting, online shopping and live video viewing. But we haven’t heard as much about how the pandemic is accelerating the erosion of brand loyalty. Marketing teams have been battling this problem for decades.

In 2022, we project that ecommerce will grow by 11.0%, and that its share of total retail will reach 55.6%. Ecommerce sales will breach the $3 trillion threshold (we forecast $3.085 trillion for next year).

Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 13 years and oversees the media business, developing programs for leading advertisers. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics, and test and measurement hardware.

Its flagship products, Live Holographic Telepresence and Holograms for Retail, enable users to control their viewpoint for streaming video content. Founded: 2016. Total funding: $5.5 million. Stage: Seed. Notable investor: Sway Ventures. Headquarters: Seattle.

Due to the health crisis, OOH ad spending there fell by 18.0% year over year (YoY) in 2020, the steepest drop across all media formats except magazines, according to our forecast. Industries that center on in-person activities, such as entertainment, restaurants, travel, and hospitality, pulled back their OOH expenditures. Not all OOH locations suffered, however.

With the pandemic once again flaring up and the US presidential election looming ahead, the country’s semi-arrested economic state means millions remain unemployed as others avoid public spaces—including retail—whenever they can. Our complete estimates for total retail, retail ecommerce, and mcommerce sales can be found in this report’s accompanying spreadsheet.

The “Grateful Britain” campaign used media space donated by numerous property owners (blowUP media, Clear Channel, JCDecaux, Mass Media, Maxx Media, Ocean Outdoor and UKBillboards). It also targeted those UK consumers who made up the low percentages of physical footfall around OOH sites.