The importance of agile marketing in today’s shifting media landscape
Last year, the pandemic significantly impacted media and advertising. According to Kantar, US media spending in the first half of 2020 dropped nearly 20% compared to the same period in 2019—with travel category media spending plunging more than 50%. On the flip side, consumers spent an unprecedented amount of time at home in 2020, causing an unusual boost in time spent with media and online.
Last year, the pandemic significantly impacted media and advertising. According to Kantar, US media spending in the first half of 2020 dropped nearly 20% compared to the same period in 2019—with travel category media spending plunging more than 50%. On the flip side, consumers spent an unprecedented amount of time at home in 2020, causing an unusual boost in time spent with media and online.
As places around the world continue to reopen, consumer behaviors are shifting. To understand how digital and traditional media consumption trends are changing, we worked with eMarketer on a custom snapshot of time spent with media in nine countries. Here are three strategies for optimizing your approach to consumer engagement in a post-pandemic and increasingly digital world.
A multi-channel digital approach is key
By 2023, eMarketer predicts US adults will spend nearly 8.5 hours per day with digital media, accounting for nearly 65% of total time with media. The increase in digital media consumption is also spurring investment in digital advertising. GroupM forecasts global ad spending will jump 19% in 2021, bolstered by a 26% increase in digital ad spending.