GroupM attributed increased digital ad spend to small businesses that had to focus on digital ads to increase ecommerce sales. As Brian Wieser, global president of business intelligence at GroupM, , "The resilience of small businesses has been nothing short of breathtaking, as we see in the numbers from Facebook and Google." He added that they're "much more digitally present, and … probably spending more on advertising.
Going forward, digital's share of ad spending will grow. GroupM estimates that digital will account for 55% next year, and our show that its share is consistently growing—54.7% in 2019, 61.3% in 2020, and 63.5% in 2021. The pandemic has stressed to brands the importance of reaching consumers where they're spending the most time—and digital has been particularly important for direct-response options, as well as burgeoning social commerce applications.
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