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Eric Schumacher-Rasmussen: We all know that advertising in general took a dive when the COVID pandemic hit, not because of a lack of inventory necessarily, because viewing skyrocketed, but because brands were pulling back on their own spending. What's your sense of where the advertising market is headed now, are those dollars going to come back? Are they coming back? And what's the future look like?
Sara Fischer: Well, advertising generally tends to grow at the same rate as the GDP. If you want to understand how the ad market's going to grow, you have to talk to an economist. If you talk to most advertising-buying agencies--the big global ones like Magna or Zenith, those are the ones that we rely on for most of our predictions. And some of the big networks, they say that they expect a pretty much full recovery in 2021. However, a lot of that recovery is going to be biased towards digital. Digital will continue to grow. Linear television, radio, and print are expected to continue to decline. The only type of traditional media that's going to continue to grow is out of home. And that's just, quite frankly, because a lot of out-of-home screens are going digital. In terms of what that means for television and theatrical cinema there is a lot of cinema advertising, and that's what this panel is talking about.