How the Pandemic Has Disrupted the Way We Consume Online Advertising
29 March 2022
An interview with Jesline Rasanayagam, ShowHeroes Sales Director Spain
An interview with Jesline Rasanayagam, ShowHeroes Sales Director Spain
ShowHeroes Group participated in Periódico PublicidAD’s Digital Ads Forum in Madrid, and to get things started, they interviewed our Sales Director Jesline Rasanayagam on how online advertising and the digital landscape in general has changed during and after the pandemic. Here’s the English version of her interview.
Companies currently spend billions on digital advertising. Amounts continue to increase thanks to the figures that are recorded for the return on investment. Where’s the limit? Does it exist?
According to the “Study of Advertising Investment in Digital Media” conducted by IAB Spain, investment in 2021 reached 4,069.4M euros. The growth in digital investment continues to increase year after year, but the trends are changing. Companies are adapting to the consumption of the population. For example, we have seen growth in CTV and Digital Audio of 55.3% and 62.6% respectively in 2021. These trends show that brands are betting on new technologies.
Do you think that the pandemic has activated the digital transformation of many companies and that has had an impact on digital advertising investment?
Yes. The pandemic and teleworking have accelerated the need for users to have another type of consumption, where food delivery and online shopping services become more important. According to the 2021 E-commerce Study by IAB Spain, 76% of Internet users are already online shoppers, covering verticals such as Technology/Communication (60%), Entertainment (59%), Food (56%), and Fashion (56%).
Spending so much time at home during the pandemic has radically changed the way we consume online advertising and television. We no longer talk so much about conventional television or online advertising, but about audiovisual experiences where on-demand services are more important for viewers than passive listening to advertising.
Faced with a scenario of advertising saturation, this situation has caused a new paradigm in the way of capturing the user’s attention. Brands are committed to notorious formats where the user chooses what, when, and where he or she wants to consume certain audiovisual content. They focus on the user, offering an enriching and personalized experience, to generate greater attention and brand recall capacity.
