The future of digital out-of-home advertising in Canada remains uncertain
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The hardest-hit ad sector in 2020 was out-of-home (OOH) ad spending, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years. On the road to recovery, we expect programmatic buying of digital out-of-home (DOOH) ad inventory will claim a larger share than the small slice it holds today.
In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020. After a relatively normal Q1, when sector growth was relatively flat and concerns about the coronavirus were just starting to surface, the market plunged in Q2 as quarantines were fully enacted in Canada. The market for these ads never fully recovered even as lockdowns eased, summer arrived, and more people ventured outdoors.
The eMarketer team deliberated extensively to select the 10 key digital trends to watch in 2021 from a list of 43. Which trends narrowly missed the cut? Here’s our first in a series of additional transformative developments that ought to be on your radar in the year ahead.
China’s retail market will not overtake the US market in 2020 after all. Here’s why.
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China’s retail market will not overtake the US market in 2020 after all. Here’s why.
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Take heart, US retail salespeople: Despite premature calls to the contrary, it turns out the US will remain the most lucrative retail market in the world this year and for some years to come.
For a while, though, we saw things differently. Back in Q2, during the height of the coronavirus-driven economic collapse in the US, it became clear that China’s economy would likely come through its recessionary phase more quickly than the US would. Due largely to this observation which turned out to be accurate our forecasters concluded that the US retail market would likely contract much more severely than would China’s in 2020.