Of course, this has wide-ranging ramifications for marketing and advertising. As well as a number of other sectors like travel. Similarl, entertainment and FMCG.


To help marketers keep on top of what this means for them, their jobs and their industry. Similarly, we’re collecting together the most valuable and impactful stats in this roundup. Update regularly since 20th March 2020.

Amazon, Meta and Alphabet to account for half of ad market in 2025, thanks to acceleration from Covid-19

Thanks to a boost in social and ecommerce advertising over the course of the pandemic. Similarly, new research from WARC Data suggests Amazon. Meta and Alphabet could account for half of a potential $1 trillion advertising market by 2025. 2021 saw what WARC calls a ‘meteoric rise’ in the value of the market. Growing 23.8% year-on-year to total $771 billion. It is predict to increase even further over the coming years, climbing 12.5% and 8.3% in 2022 and 2023 respectively.

Travel ad spend set to grow at six times of overall ad market by 2023


The sector’s nevertheless impressive double-digit growth throughout 2021 – 24% – is predict to rocket even further in 2022 to 36% according to Zenith’s analysis. If this lofty expectation is reach, it could mean that the travel advertising sector could grow at six times the rate of the overall ad market between 2021 and 2023. Despite this, the travel industry will not meet or succeed pre-pandemic spending until the latter year.

It is expected that much of this increased advertising investment will remain dedicated to digital channels, with travel marketers having spent 63% of budgets on these formats in 2021 alone. This could rise to an even more substantial 70% by 2023, as more consumers grow accustomed to using travel apps and digital concierges. However, that’s not to say they are neglecting traditional mediums. In fact, 20% of budgets are spent on newspapers, magazines and OOH – well above the 13% budget ringfenced for these formats by the average brand.

UK advertisers set to spend record £7.9 billion this 2021 festive season

The Guardian reports new WARC figures that predict advertisers are set to spend £7.9 billion on marketing efforts in the three months to December, marking a new record since the study began in 1982. According to analysis, an extra £1 billion will be invested in advertising, equating to a 13% rise on last year’s advertising spend across the same nepal mobile number list period, which was somewhat subdued due to ongoing Covid-19 restrictions.

Spend on TV advertising is expected to increase by 9% to £1.56 billion, as brands battle it out with their headline Christmas ads. If this is indeed reached, it will signify the largest annual growth rate recorded by the vertical in more than a decade. Investment in search advertising could rise by as much as 15%, while online display may see a 12.7% increase. Together, these two verticals are set to account for 65% of all ad spend in the fourth quarter.



Contact between clients and marketing agencies rose notably during the pandemic, but this has not improved relationship scores

Data indicates that 35% of global clients contact their agencies every day during this periods. Similarly, up from 21% in the first quarter of 2020. Likewise, the number of agencies that contact clients every day throughout that six months rose to more than half (51%), compared to 31% prior.

Overall, agencies have said that working hours have been less respected as a result. Similarly, with many clients asking for last-minute changes due to the uncertain nature of the global market. Meanwhile, the increased need for agency support among clients has led to a perceived lack of focus and an increased intensity of day-to-day tasks. High numbers of virtual meetings have also  cited by survey respondents, leading to a lack of time for ‘valuable discussion’ and a deterioration in mental health among marketers. Consequently, many agency staff have taken leave citing burnout.

44% of B2B marketers have ‘completely changed’ their marketing channel mix since the pandemic began

Data from Salesforce’s seventh annual State of Marketing report. Similarly, this time covering trends in 2021. Shows that 44% of B2B marketers have ‘completely changed’ their marketing channel mix. Similarly, since the pandemic began to meet new challenges and a shift in behaviour. Another 45% said that their mix had ‘somewhat changed’, leaving just 11% of B2B marketers’ strategies unaffected.

A huge 91% of marketing organisations now use social media as part of their mix. Similarly, tying with digital ads as the most commonly use channel across the sector. Video is ranke third, with 90% of companies embracing the format. Similarly, indicating that even more B2B marketers have jumping on the trends in the past year.

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