From the increased prominence of digital and programmatic to an emphasis on advertising flexibility, resilience and agility, here are some themes that our experts believe will define advertising in 2021.

After a turbulent year that saw almost all predictions for the advertising industry thrown out of the window during the earliest months of the pandemic, we’re turning our sights to 2021 and what lies ahead.

Despite initial setbacks in the first half of the year as the bottom fell out of advertising spend, digital advertising is making a steady comeback, with some channels – such as mobile advertising – remaining resilient, and others – like out of home – predicted to bounce back. Shifts in consumer behaviour due to the pandemic have likewise made for some interesting trends in terms of which types of advertising are achieving cut-through.

We asked a number of ad industry experts about the prevailing trends in digital advertising in 2021. What do they think will happen after such an unprecedented 2020? As you might expect, there was plenty to say; below are some of the key themes and evolutions that our commentators forecast for next year.

  1. Building resilience and agility
  2. Digital and programmatic to the fore
  3. The continued rise of connected TV and video
  4. New channels to connect with consumers: mobile and DTC
  5. A catalyst for wider changes

And if you want to hear more on 2021 trends, join us on January 26th at 3pm GMT as Econsultancy founder Ashley Friedlein will reveal his digital and marketing trends for the year. Register here.

Premium content

To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Use the button below to view your options and sign up. Already have a subscription? Simply sign in below

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: