Publication date: 07 Dec 2020
GroupM has updated their 2021 advertising growth forecast. Digital advertising is expected to grow by 8.2% during 2020, excluding U.S. political activity. This follows nearly a decade of double-digit growth, including the last six years, when it was better than 20% globally. Digital advertising for pure-play media owners should be 61% of advertising in 2021. This share has doubled since 2015 when it was only 30.6%. By 2024, digital advertising is estimated to have a 66% share globally.
Advertising market in 2021: more positive forecasts
The Russian advertising market is expected to lose 6% in 2020. The only country where GroupM projects positive dynamics this year is China. Advertising there should accelerate by 6.2%. GroupM’s forecast for 2021 is more positive:
- U.S. — 11.8%
- China — 15.6%
- Japan — 12%
- U.K. — 12.4%
- Germany — 4.6%
- France — 7.2%
- South Korea — 1.6%
- Canada — 15.1%
- Russia — 5%
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