COVID-19 has ended years of double-digit growth for the digital advertising industry in Europe, but new figures from IAB Europe indicate that its decline in 2020, at -5.5%, will be far less than that experienced by all other media, at -21.3%.
IAB Europe's findings tally with WARC's latest Global Ad Trends report, published last Thursday, which predicts a 6.5% dip in European internet spend this year, led by sharp falls in the UK.
Announcing the trade body’s initial assessments for 2020 at yesterday’s virtual Impact conference, Dr Daniel Knapp also reported that the forecast for May was better than April, based on “extremely positive signals from company reports – from adtech companies, from platform companies and others”.
An initial assumption that May and June would trend in line with April seems to have been misplaced. It appears things bottomed out in the second half of April “and it looks like, right now, as we’re easing into June, that Q2 isn’t lost overall”.
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