The Covid-19 crisis is fundamentally changing the advertising landscape in the United States.
For the first time in 2020, digital advertising will capture 51% of all ad spend in the world's largest market, according to a report released Tuesday by Group M, WPP's media buying subsidiary.
Digital advertising is expected to represent $ 110.1 billion of the $ 214.6 billion spent on advertising communications (excluding political advertising) across the Atlantic.
In 2017, it represented only a third of these expenses, recalls the report.
In a market which overall had a
“dark year”
(- 9% compared to 2019), digital advertising fared well with growth of 5%.
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Haro on digital advertising in windows
Two factors have combined this year to accelerate a trend that has been emerging for several years.
On the one hand, advertisers have adapted to the profound changes in consumer behavior.
Confined, they have never used so much
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