Last year, spending confidence and economic activity plunged, with advertisers pausing campaigns and shifting ad dollars from traditional to digital media. According to the Interactive Advertising Bureau’s 2020/2021 Internet Advertising Revenue Report, that shift resulted in an overall 12.2 percent increase in digital ad revenue last year compared to 2019.
The first half of 2020 was hit particularly hard, with digital ad revenue growth in Q2 declining 5.2 percent YoY. Nevertheless, IAB’s analysis reveals that those losses were offset by revenues in Q3 and Q4—an increase of 11.7 percent and 28.7 percent, respectively.
Lockdown-induced behavior, including the rise in adoption