Key marketing stats that define the first half of 2020
Diversity and inclusion
of ANA members have diversity plans, but...
apply these strategies to marketing and advertising divisions
Source: ANA
Ad dollar shuffle
$435M
Total in-game ad spend for Super Bowl LIV
(Source: Kantar)
$31B
U.S. digital ad industry in Q1 saw 12% YoY growth before pandemic hit — mostly driven by video, social, search and banner
(Source: IAB)
60-80%
The percentage of budgets slashed by one-third of marketers due to the pandemic
(Source: BrandMaker)
-7.2%
Global ad revenue forecast to decline to $540B in 2020 (linear and digital)
(Source: Magna)
Global ad revenue forecast for linear and digital formats in 2020
Brand value under attack
$393B
Combined value that most valuable U.S. brands may lose due to pandemic's economic fallout
(Source: Brand Finance)
Airlines' brand values have declined:
Delta
↓
-9% to $9.2B
American
↓
-7% to $8.9B
United
↓
-3% to $8.2B
Source: Brand Finance
Marketing operations evolve
of marketers think their workflow processes in 2021 will be more collaborative due to workplace changes driven by COVID-19
(Source: BrandMaker)
expect to shift budget from brand campaigns to pipeline/lead generation
(Source: BrandMaker)
anticipate a move away from agency to in-house
(Source: BrandMaker)
of marketing professionals expect virtual events to stick around
(Source: The 614 Group)
More mission-based campaigns
98%
of people ages 16 to 49 found it more empowering than nearly all other ads
(Source: Ace Metrix)
397
brands join Facebook ad boycott #StopHateForProfit
(Source: Stop Hate For Profit)
Top brands joining boycott:
- Adidas
- Ben & Jerry's
- Birchbox
- Boeing
- Colgate-Palmolive
- Diageo
- Hershey
- Levi Strauss & Co.
- Patagonia
- REI
- Unilever
- Verizon
63%
of brands changed messaging because of pandemic, leading to 42% jump in mission-based marketing and 41% lift in cause-related content.
(Source: IAB)
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