Traditional Spending Shrank Under Exceptional Circumstances. The reason for the decline in overall ad spending in 2020 was the sharp contraction felt by traditional advertising. Significant declines were seen across TV, print, OOH, and radio in 2020.
Examples include display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising.
Of the verticals we track, it will record the second-slowest growth by industry in digital ad spend this year, at just 8.4%, which adds up to a diminishing proportion of total digital ad spend—at 11.7%, the lowest proportion across industries.