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Consumers are going to spend a lot more money in 2021 than they did in 2020. And that’s great news for the advertising industry not just Google, Amazon.com Inc. and Facebook Inc., who together attract 44% of all ad spending, but also struggling old-school agencies such as WPP Plc., Interpublic Group Inc., Publicis Groupe SA, Dentsu Inc. and Omnicom Group Inc.
That rebound will hide more existential problems, however, for the ad world denizens of Madison Avenue and London’s Soho. A revolution is set to hit online advertising in the coming months. So although the rising tide will lift all ships for now, we won’t know which companies have truly made the right strategic decisions until at least 2022, according to Bloomberg Intelligence analyst Matthew Bloxham.