The Future of Digital Marketing: Q2 2021 Predictions
We learned a lot last year about this giant, interconnected ecosystem of online advertising. COVID-19 forced many of us to rethink our strategy, our messaging, and our connections to
our customers in ways we had never imagined previously. Now, the new year is getting into full swing. New budgets and new campaigns have been deployed, with an eye to both the changes brought about by the global pandemic and the light at the end of that tunnel as we can start to see our way out of it.
In this report, Skai’s Senior Director of Media Research, Chris Costello, has analyzed advertising metrics and trends from Q4 2020 and Q1 2021 to make some predictions about how the second quarter could look. Some of the big questions he tackles include:
With all three digital channels exceeding expectations in Q4, how much of that increased
spending was seasonal, and how much of that elevated spending might continue into 2021?
• As advertisers returned to normal social advertising volume, CPMs rose throughout Q4. Has this trend continued in Q1, and will it carry on into Q2 as well?
• Paid Search CTRs were boosted by new optimization features released last year, but how long will these new developments continue to have an impact?
• Who is the next big retail media publisher on the horizon?
