2020 has been identified as the pandemic year: only today can we see the aftermath it has released. The market has suffered a great backlash and has SUBITO various fluctuations: but do we know exactly how the trend of advertising investment has changed?
The advertising investments in numbers
Taking into account some of the main sectors of the advertising market, it is noted that, from 2019 to 2020, the GDO sector decreased its investment, contrary, the finance sector increased by +64%.
From 2020 to 2021, the Automotive sector, GDO sector and Finance reported an increase: the automotive sector increased by +37%, GDO by 90% due to the reopening after the lockdown, and finance by +30%.
Furthermore, the automotive and GDO’s dynamics show again a variation between 2020 and 2022: the first one has decreased by +19% and it is positioned in the second place in the Top 15 SPV table. GDO, on the other hand, increased by +36% thanks to the reopening.
In 2019, the advertising investment was mainly aimed at the Direct advertising form but, with the pandemic, a balance has been created between the Direct and the Programmatic form. The most surprising data is the return of the Direct investments during 2022. Indeed, the level returned as before Covid-19.
On the contrary, desktop and mobile investments have suffered more from the market trend than the sectors before: in 2019, there were no notable differences between them. For obvious reasons, the situation changed during the first lockdown: desktop has been the first thought. This forced choice is lost after the pandemic. Indeed, the advertising investment trend has currently favoured the mobile format, also to catch the attention of Gen Z, “the mobile-first” generation.
The touchpoints and advertising investments’ emerging channels
The pandemic has further changed the way brands and companies of various sectors communicate. Indeed, while still existing strong analogue bases such as radio, television and part of the press, the following online channels have firmly emerged.
- Connected TV: with the closure of cinemas, there has been an acceleration of +76% compared to 2019
- Digital Video: Tik Tok will reach 2 billion users by the end of 2022.
- Influencer Marketing: a +98% investment in Influencer Marketing is expected by 2025.
- Gaming and Sport: the protagonist is mostly Gen Z and Millenials, equally distributed between males and females.
- DOOH: it has a high positioning compared to previous years because it is linked to sustainability.
- Audio: the Italian podcast’s number has doubled compared to 2020.
Escapism and the possible online advertising investment’s development
Technological evolution has helped the possibility of reality escapism, a phenomenon that increased quickly with the pandemic.
Also, for this reason, the Tik Tok platform will reach 2 billion users: the use of short video with a variable length, generally between one and three minutes, has increased users’ interest.
The pandemic has allowed, and provided, the opportunity to develop companies’ digital activity awareness, a world now inseparable from the future.
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