An IAB-PwC study found digital advertising sector was incredibly resilient during the pandemic.
Despite the economic downturn, studies found digital advertising revenues increased by 12.2% in 2020 compared to 2019. The surge in consumer adoption of CTVs, online shopping and at-home deliveries all contributed to the shift of ad dollars from traditional to digital media.
Though digital ad revenues declined by 5.2% in the second quarter of 2020, the third and fourth quarters observed a YoY growth of 11.7% and 28.7%, respectively. With the most significant increase in advertising revenue growth, the digital video generated $26.2 billion in 2020. Social media advertising revenues generated $41.5 billion last year.
Programmatic advertising observed nearly 25% growth to $14.2 billion in 2020. “However, there is some concern that programmatic delivery could be negatively impacted once 3rd party tracking is blocked,” IAB’s Susan Hogan said.
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