With a new decade came new challenges—some anticipated, some completely unexpected. In 2020, consumers stayed home, the media navigated global crises, and the advertising industry adjusted to shifting budgets, behaviors, and preferences. As we look ahead, our latest digital advertising research explores how the landscape of this year will shape advertising priorities and innovation in the future.
Each year, the IAS Industry Pulse Report investigates the trends, challenges, and technologies that will propel the digital ecosystem into the next frontier of advertising. This year, consumer stay-at-home behaviour caught the attention, and budgets, of industry experts.
88% of respondents agree that advancements in digital video/OTT and CTV technology will accelerate the shift in ad spending from linear TV to digital. The top 2021 industry priorities also reflect a changing landscape: listed as digital video/OTT, CTV, and social, the priorities bumped mobile from the top spot it held in the 2020 report.
Want to hear more from industry experts about the anticipated trends, challenges, and focuses for the upcoming year? We invite you to discover our findings.