Posted Jan 14, 2022, 3:56 PMUpdated Jan 14, 2022, 6:55 PM
Online advertising does not experience the (health) crisis. In 2022, this part of the market will for the first time in its history cross the symbolic barrier of 200 billion dollars in spending in the United States according to forecasts by GroupM (WPP). That is almost double compared to the 2019 financial year (at 107 billion dollars), the last pre-Covid. This year, the digital advertising market is expected to grow by 20.8% across the Atlantic compared to 2021 after accelerating by 38% last year.
Lockdowns and the development of remote work have acted as a particle accelerator for digital use in all its forms. This greatly benefits, by extension, online advertising. During the current fiscal year, digital advertising formats will increase their omnipotence on American soil and will represent 63.5% of affected spending, according to GroupM. Against 60.3% last year and 47.4% in 2019. Ten years ago, this section of the sector weighed 28.7 billion dollars in the United States (i.e. 17.7% of the market), which did not even account for half of television advertising, the then dominant medium.