The last few months have been a difficult period for advertisers and for brands in general, also for channels that make a living from advertising. Many companies have frozen their investment, others have redirected it, and some have had to completely redo their entire strategy. The collateral damages of the coronavirus crisis are many, but in the advertising universe they have not been distributed equally.

Although some players have come out of recent months in a much worse situation, the changes experienced have also benefited others. In the conclusions of what the last few months have left, some advertising channels, as an analysis by Warc shows, are the big winners.

E-commerce
The first big winner of the year has been ecommerce. The growth has been brutal, since not only are consumers buying more online, but also marketers are paying much more attention to what happens on those platforms.

As explained from Warc, advertisers want to be where purchases occur and that is why they are investing more and more money in advertising in online stores. In the last year, ecommerce advertising grew 30 times faster than the average of the digital advertising market.

All of these changes will continue to some degree for the foreseeable future, no matter how much consumers still prefer to shop in the store and no matter how much things are no longer exactly as they were in 2020. Marketers need to understand, yes, that they need to be flexible. Flexibility is the key to success, as evidenced by the click-and-collect boom and how more and more consumers are using it. In advertising terms, this allows for more hybrid campaigns.Social networks have seen a year more than optimistic. Usage time grew and ad spend went up. The big winner has been, they explain from Warc, TikTok. TikTok not only saw user activity double in the last year, but also how investment from brands grew.

The growth is so remarkable Cayman Islands Email Addresses that it surpasses that of other social networks: 44% of marketers plan to spend more money on TikTok, for example, compared to 39% who will do so on Facebook. At the same time, brands must work organic and create content understanding what is authentic in this field.Online video in all its formsAt the beginning of the coronavirus crisis, there was a boom in the consumption of television content. TV took much longer than ever, but they were short-lived all-time highs. A mirage.The big winner was online video in all its forms, from VoD to social video. Not all the advertiser can bet on, because not all have ads, but those who admit it have taken a big rise in advertising investment.

YouTube is already stealing investment from television (and not only is it done with its ads, but consumers are spending more and more time sitting in front of the television, but watching YouTube videos). More and more consumers do not differentiate between watching TV and watching content like YouTube, which means that the former is losing even more weight.

They are the fashionable items that everyone seems to be talking about. They have new audiences, they achieve high engagement and they are capturing advertisers. Sponsorship spending projections are up, but so is ad spend on platforms in this industry that accept direct ads.

 

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