Investment in advertising was one of the elements that was most notably affected by the coronavirus crisis. Advertisers cut back on how and where they advertised, fearing a future recession but also burdened by not being very clear on what to do and how. Of course, despite the fact that the situation was transversal and affected all areas, not all were weighed down in the same way. As the different studies have shown, the problems Pakistan Mobile Database have been more noticeable in certain settings and not so much in others. Traditional media have experienced a real drain, while digital media have fared much better out of the situation generated by the crisis. And, in all this, the big players have been those who have noticed the least impact. Facebook, Google and Amazon have been the big winners of the distribution of advertising investment in the year of the coronavirus. That is what the latest GroupM study makes clear , as collected in an analysis by The Wall Street Journal . The investigation of this newspaper starts from the numbers of the US market, but its conclusions make very clear the pattern that advertisers have followed during the year of the coronavirus. 
From the outset, the investment has been directed to the digital environment. As explained by GroupM to the business community, “digital advertising has been the prominent bright spot in an otherwise quite dark year for the advertising industry.” Thus, 2020 will close as the year in which Brother Cell Phone List more than half of the advertising investment has gone to the hands of digital platforms. Taking out the investment in political advertising, 51% of the 2020 US advertising market has been digital advertising. For next year, it is expected to be 54%. Three years ago, digital advertising was a third of ad spend, similar in size to traditional media. Now, the sum of local newspapers, magazines, radios and televisions is 21% of the market.
And, of course and to continue, not all players have the same percentage of the distribution of the cake. Of this boom in digital advertising, the greats get the best part. The great beneficiaries of this situation have been Google, Facebook and Amazon. The accounts make it crystal clear: According to GroupM, nearly two-thirds of all digital ad spend this year ended up in the hands of these three giants. Why did this happen? These three giants have benefited from offering segmentation tools that allow them to reach very micro questions while doing so at a very low cost. The prices in advertising are not very high and that allows to carry out different campaigns and, above all, to reach a wider variety of advertisers. In a complicated year and with limited expenses, SMEs have chosen to advertise on the internet and on these platforms. Even for those companies, like Facebook, that have had a difficult year, things have not been so bad. Although Facebook experienced an advertising boycott in the summer, its advertising revenue in that quarter was up 22%. Of the entire US advertising market, Google already has about 30%, Facebook exceeds 20% and Amazon is already 10%.