Di tengah gangguan besar yang disebabkan oleh pandemi COVID-19, lanskap media global yang baru muncul-dan itu adalah digital. Pandemi ini masih jauh dari selesai, dan kita akan merasakan dampaknya di tahun-tahun mendatang, namun industri media yang tangguh ini mulai bangkit kembali, dengan beberapa konstituen tertentu yang lebih unggul daripada yang lain.
Marketing and ad spend are good barometers for measuring the overall health of the industry, and Nielsen Ad Intel data shows just what a turn-around the industry has made over the past 12 months. We know that long-term revenue can take a 2% hit for every quarter a brand stops advertising, but marketers worldwide dramatically pulled back on their spending as the pandemic set in last year. That pullback, however, was short-lived, as fourth-quarter 2020 and first-quarter 2021 spending levels were above their seasonal, pre-pandemic levels.
Mengingat dampak pandemi terhadap berbagai sektor pasar, kembalinya belanja iklan belum bersifat universal. Namun, beberapa industri yang mundur secara signifikan tahun lalu telah kembali beriklan dengan peningkatan dua digit, termasuk barang konsumen yang bergerak cepat, barang tahan lama, layanan keuangan, dan perusahaan distribusi.
As brands, advertisers and agencies think about the future, which should include ample brand building efforts for revitalized consumers, the rebounding landscape provides clear guidance on channels that are attracting the most engagement from consumers. With connectivity and online engagement well above norms during much of 2020, we expect that many newer behaviors will stay in place even as people begin to resume some (or all) of their pre-pandemic activities.
It comes without surprise that amid the high levels of online engagement throughout the pandemic, digital ad spend remained positive throughout 2020โeven during the massive pullback in the second quarter. That level of digital advertising had a notable impact with consumers, as digital impressions across 27 countries outside the U.S. grew significantly, according to data from Nielsen Peringkat Iklan Digital. Across the largest digital players, Facebook, Google, YouTube and Amazon, digital impressions increased by 36% over a two-year period. Comparatively, digital impressions across the rest of the internet grew by 26% over the same period.
Seperti yang terjadi di pasar lain, streaming telah menjadi pemenang yang signifikan selama pandemi, karena konsumen tertarik pada semakin banyaknya pilihan konten yang tersedia secara online. Dan bahkan ketika beberapa bagian dunia melanjutkan aktivitas sebelum pandemi di luar rumah, keterlibatan dengan konten streaming tetap tinggi, dan sekarang menyumbang 37% dari tayangan digital di 27 pasar yang berbeda di Amerika Latin, EMEA (Eropa, Timur Tengah, dan Afrika), dan Asia Pasifik. Sebagai perbandingan, tayangan digital di seluruh konten streaming (termasuk YouTube dan podcast) di AS memiliki porsi yang jauh lebih besar di platform digital dibandingkan di pasar lain.
Yang terpenting, sebesar dampak yang ditimbulkan oleh streaming terhadap lanskap media, para pengiklan dan agensi harus fokus pada berbagai saluran di seluruh ekosistem digital. Streaming telah mendapatkan pangsa tayangan di Amerika Latin, EEMA dan Asia Pasifik, tetapi tidak sampai pada tingkat yang sama seperti di AS.
For additional insights, watch the on-demand recording of our recent State of Global Media event.
