Advertising heading for major slump
Media agencies are revising their forecasts as advertising undergoes shifts expected to outlast the coronavirus pandemic, and changing media habits.
Global digital advertising is likely to slow to single-digit growth this year, from over 20 percent annually in recent years, but will remain the least-impacted, according to a new report from IPG Mediabrands.
The world鈥檚 largest advertising holding group, WPP, said like-for-like revenue in China slumped 23 percent in the first two months, and group like-for-like revenue excluding China went up 1.8 percent.
It also warned of a weak March performance, reflecting the worldwide spread of the virus and government actions, but didn鈥檛 offer guidance due to significant uncertainty.
China鈥檚 CTR Research said ad spending in January based on rating cards fell 5.6 percent, with food and beverage, medicine and alcoholic drink makers among the biggest advertisers.
IPG Mediabrands鈥 media investment and intelligence unit Magna estimates digital media ad revenues will be the least impacted, thanks to the explosion of e-commerce.
But small local businesses, heavy users of search and social ad formats, are likely to pause or cut digital ad spending.
鈥淒eep changes in attitudes, social norms, consumption, and media viewing habits are likely to outlast the outbreak and change our society forever,鈥 said Vincent Letang, executive vice president of global market research at Magna.
- About Us
- |
- Terms of Use
- |
-
RSS
- |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 娌狪CP璇侊細娌狪CP澶05050403鍙-1
- |
- 浜掕仈缃戞柊闂讳俊鎭湇鍔¤鍙瘉锛31120180004
- |
- 缃戠粶瑙嗗惉璁稿彲璇侊細0909346
- |
- 骞挎挱鐢佃鑺傜洰鍒朵綔璁稿彲璇侊細娌瓧绗354鍙
- |
- 澧炲肩數淇′笟鍔$粡钀ヨ鍙瘉锛氭勃B2-20120012
Copyright 漏 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.