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Zenith Report: Digital now more than half of Global Adspend

By Simon Gwynn

Digital advertising will account for more than half of global adspend in 2020, thanks to a shift to digital platforms driven by lockdowns around the world, according to Zenith’s latest Advertising Expenditure Forecasts.
The media agency already predicted digital would hit this milestone by 2021, but it has now revised its forecast for digital’s share of the market this year from 49.5% to 51%.
Jonathan Barnard, head of forecasting at Zenith, said: “The coronavirus forced brands to embrace digital advertising even faster than expected and made digital transformation of businesses more urgent than ever. This year will be the first in which digital advertising


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