In the current crisis, the third in the past 20 years, the impact on the advertising mix will be large and enduring, with the environment disproportionately favoring digital.
Future-proof ad sales: The new transformation imperative · page 7 of 22
The slide compares ad market decline vs digital increase in ad mix across three recession periods.
Consulting deck · industry_trends · analyze_data · dense density
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Chart Selection Guide slide · 50%
table/data: Recession period 2001 2009 2020 Ad market decline -6% -14% -6% Digital increase +2% +7% +7% Contributing drivers BROADBAND MOBILE, SOCIAL OTT VIDEO, PERFORMANCE MKTG.
Concrete Language slide · 80%Specific market declines and digital rebounds with named drivers (Broadband, Mobile, OTT).
Small Multiples slide · 85%Three columns (2001 / 2009 / 2020) repeating same row structure for comparison.
Visual Hierarchy slide · 86%Oversized -6%/-14%/-6% and +2%/+7%/+7% as primary visual.
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