The US advertising economy is projected to be worth $218 billion this year, according to new research from WARC Data.
The WARC Spotlight US is a bimonthly series which focuses on a timely industry topic facing brands in the market. It comprises a capsule collection of commentary, tackling the topic from a range of angles. Contributors to the series are industry experts offering on-ground insights to what’s working or developing.
The latest Spotlight US report reveals that the pandemic has accelerated changes in media consumption, which in turn has altered media allocation as consumers flock to streaming channels, but there are other major events that are shaking up the market as well.
Cathy Taylor, US Commissioning Editor, WARC, commented: “In this second instalment of our Spotlight US series we look at a market with so many moving parts that some of the big trends have little to do with COVID-19. As the industry also wrestles with systemic racism and further privacy regulation, we’ve brought together a host of expert knowledge, backed by WARC insights and data, to help guide our industry through challenges and seek new opportunities in a fast-evolving media market.”
Industry players taking part include: Ben Jankowski, SVP/Media for Mastercard; Mike Piner, EVP, Advanced TV & Media Innovation at Interpublic Group’s Mediahub; Ben Speight, EVP, Director of Client Services and Strategic Initiatives at Lockard & Wechsler; John Nardone, CEO of Flashtalking; and Jane Clarke, Howard Shimmel and Gerard Broussard of the Coalition for Innovation in Media Measurement.