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Digital advertising, the big winner from the coronavirus crisis in the United States


DECRYPTION -For the first time, in 2020, it will represent 51% of advertising spending in the American market.

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%.

Read also:

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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Source: lefigaro

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