The coronavirus crisis will have occupied three quarters of 2020 and will undoubtedly affect a large part of 2021, with serious economic consequences for the advertising industry.
The budget cuts will be harder than expected, which should profoundly change the ecosystem of advertisers and agencies.
Two studies published on Wednesday by the American firm Forrester predict what the communications market will be in the short and medium term, and how its players should evolve.
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“The crisis has a role of dazzling accelerator of trends which preexisted in the world of communication. So there is literally no “world after”,
explains Thomas Husson, vice president and senior analyst at Forrester Research.
But we are at the beginning of a reconfiguration of the forms of communication and the world of agencies to cope with budget cuts.
These should reach 30% in 2020 and probably as much next year. "
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