4 Predictions for Digital Advertising in 2021 | PRO Insight

Iván Markman
·1 min read

2020 was a year like no other, and 2021 will very likely be a strong contender in its uniqueness. So many forces will be in play, including fear and strife, optimism and re-starts. While we may be leaving a year of “the new normal,” a new “new normal” awaits us. Here are some of my observations and thoughts on what to expect and, more importantly, how to navigate: Rise of advertising video on demand By now it’s old news that consumers are flocking to streaming. With it, a plethora of subscription video on demand (SVOD) services have emerged from Disney, Paramount, Comcast, Warner Media, Discovery and it seems many more to come. At the same time, individual household economic stress, as well as SVOD saturation, will be catalysts for more advertising-based video-on-demand (AVOD). With new services launching, audiences won’t want to keep paying for individual subscriptions. So AVOD, which is already growing very fast and is predicted to grow by 17% globally in the next four years, is set to benefit from this subscription fatigue. Take Pluto TV, for example. In March, as COVID-19 took hold, the number of active monthly users spiked 55% from 2019. Similarly, in September, Tubi...

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