Online-handelen fik et voldsomt opsving under coronakrisen sidste år, og mange mener, at tendensen vil flade ud efter krisen. Men Morgan Stanley mener det modsatte. Banken mener, der er blevet konsistens mellem online handel og online annoncering, så markedet er kommet for at blive. Morgan tror, at online-annonceringen vil vokse med 20 pct. i år.
5. Can Online Advertising Growth Continue?
Online ad markets proved more durable in 2020, thanks to the surge in e-commerce and advertisers’ willingness to shift their budgets from traditional media to digital channels. The consensus hold that this uptick is fleeting; Morgan Stanley takes the opposite view.
“Our analysis shows that there is some consistency between online advertising and e-commerce growth,” says Brian Nowak, who covers the U.S. Internet industry. The overall macro recovery, coupled with the rising importance of performance-driven and e-commerce-related ad spend, suggests that digital-ad spend could snap back to 18% of e-commerce in 2021, translating to 20% year-over-year online ad growth.
U.S. online advertising could grow roughly 20% in 2021
(U.S. online advertising Y/Y growth)