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Key marketing stats that define the first half of 2020

Diversity and inclusion

75%
of ANA members have diversity plans, but...
40%
apply these strategies to marketing and advertising divisions
Source: ANA

Ad dollar shuffle

$435M Total in-game ad spend for Super Bowl LIV (Source: Kantar)
$31B U.S. digital ad industry in Q1 saw 12% YoY growth before pandemic hit — mostly driven by video, social, search and banner (Source: IAB)
60-80% The percentage of budgets slashed by one-third of marketers due to the pandemic (Source: BrandMaker)
-7.2% Global ad revenue forecast to decline to $540B in 2020 (linear and digital) (Source: Magna)

Global ad revenue forecast for linear and digital formats in 2020

Brand value under attack

$393B Combined value that most valuable U.S. brands may lose due to pandemic's economic fallout (Source: Brand Finance)
$416B Amazon's brand value, up 32% YoY (Source: WPP and Kantar)
Airlines' brand values have declined:
Delta
-9% to $9.2B
American
-7% to $8.9B
United
-3% to $8.2B
Source: Brand Finance

Marketing operations evolve

80%
of marketers think their workflow processes in 2021 will be more collaborative due to workplace changes driven by COVID-19 (Source: BrandMaker)
80%
expect to shift budget from brand campaigns to pipeline/lead generation (Source: BrandMaker)
67%
anticipate a move away from agency to in-house (Source: BrandMaker)
51%
of marketing professionals expect virtual events to stick around (Source: The 614 Group)

More mission-based campaigns

60% of viewers perceived Nike's "For Once, Don't Do It" as empowering (Source: Ace Metrix)
98% of people ages 16 to 49 found it more empowering than nearly all other ads (Source: Ace Metrix)
397 brands join Facebook ad boycott #StopHateForProfit (Source: Stop Hate For Profit)
Top brands joining boycott:
  • Adidas
  • Ben & Jerry's
  • Birchbox
  • Boeing
  • Colgate-Palmolive
  • Diageo
  • Hershey
  • Levi Strauss & Co.
  • Patagonia
  • REI
  • Unilever
  • Verizon
63% of brands changed messaging because of pandemic, leading to 42% jump in mission-based marketing and 41% lift in cause-related content. (Source: IAB)
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Lead Editor
Design & development