在 COVID-19 大流行所造成的巨大混乱中，一个新的全球媒体格局正在形成--它是数字化的。疫情远未结束，我们将在未来数年内感受到它的影响，但恢复力极强的媒体行业正在反弹，其中某些成分已领先于其他成分。
Marketing and ad spend are good barometers for measuring the overall health of the industry, and 尼尔森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.
鉴于大流行病对各市场领域的影响，广告支出的恢复并不普遍。不过，去年大幅削减广告开支的几个行业，现在又重新投放广告，并取得了两位数的增长，其中包括快速消费品、耐用品、金融服务和分销公司。
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 2020—even 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 数字广告评级. 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.
与其他市场的情况一样，在整个大流行期间，流媒体一直是重要的赢家，因为消费者倾向于选择日益丰富的在线内容。即使全球部分地区恢复了大流行前的外出活动，流媒体内容的参与度仍然很高，目前在拉丁美洲、欧洲、中东和非洲地区（EMEA）以及亚太地区的 27 个不同市场中，流媒体内容占数字印象的 37%。相比之下，流媒体内容（包括 YouTube 和播客）在美国数字平台上所占的比例远远高于其他市场。
重要的是，尽管流媒体对媒体格局产生了巨大影响，但广告商和广告代理公司仍应关注整个数字生态圈的各种渠道。流媒体在拉丁美洲、欧洲、中东和非洲地区以及亚太地区的印象份额有所增长，但还没有达到在美国的程度。
For additional insights, watch the on-demand recording of our recent State of Global Media event.
