Global Advertisement market will take at least 2 years to recover

According to a study by WARC, the global advertisement market should fall at around 10.2% this year and WARC warns that it might take at least 2 years for the market to return to pre-pandemic levels. James McDonald, head of Data Content at WARC adds that 2020 was the most hostile year ever for the advertisement market and that an immediate return to previous values is not likely since unemployment will contribute to reduce consumption and thus delay the recovery of the advertisement market. WARC also expects the market to improve 6.7% in 2021 but that would mean it will still only recivef 59% of the losses from this year. As a result, it is necessary to improve again 4.4% in 2022 to reach the same value of 2019. Interestingly, the digital marketing market remained relatively constant.