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While regulatory pressure ramps up across the globe, we shouldn’t pin our hopes on payments from Facebook and Google as the saviour of newsrooms. In June last year, as the misinformation crisis exploded alongside Covid-19 infections, there was an advertiser ‘backlash’ against Facebook initiated by some of the world’s biggest brands and advertisers. I use the word loosely because ‘backlash’ implies some kind of force and impact that one would expect to be unleashed on the recipient. As a few large advertisers such as North Face and Unilever temporarily suspended their campaigns in ...

Lockdowns and social distancing measures kept cinemas, concert halls, exhibition centres and stadiums around the world closed for much of 2020. Shifting performances and other events online has been the order of the day for all sectors. Advertising and promotional spend, as one of the most pragmatic line items to cut, saw brand owners slash advertising and promotional spend almost to the point of irrationality. From a spend point of view, cinemas declined drastically by 66% compared to 2019. This was worsened by the hard lockdown implemented by the government in March last year. Cinema repor...

Report: Ad market starts 2021 softer The continuing impact of COVID-19 hit ad bookings in January but future bookings show positive signs across many ad markets Digital media advertising has narrowly taken the largest share of ad spend for the first time, according to the latest Standard Media Index (SMI) results. The overall ad market was softer in January as the delayed Australian Open and the continued impact of COVID 19 briefly interrupted the market’s COVID recovery. Total media agency ad spend was down 7.3 per cent in January as the metro TV market reported a 5.3 per cent fall in boo...

As various reports show how spends on digital platforms set to increase dramatically, we ask experts if homegrown digital platforms can take a share of the adex pie dominated by giants such as Google, Facebook and Twitter

Ad spend revival Share Via Read Full Story The core purpose of advertising is to stir up consumer demand, and the latest edition of This Year Next Year, published by media space-buying agency GroupM, forecasts India’s ad spend at ₹80,123 crore in 2021, up 23.2% from 2020, a covid-crunched year that saw a 21.5% drop. The country, it notes, is projected to be the sixth largest contributor to incremental ad spends globally. Given our demand problem, this would be heartening. The report also says that the bulk of these ad budget increases will be grabbed by digital media. With audiences goi...