COVID-19 has upended nearly everything about life and business, and, as a result, marketing strategies and spending. As part of DMCNY’s Midweek Recharge series, Bruce Biegel, senior managing director of Winterberry Group, shared an update of his 2020 marketing spending forecast based on these shifts.

During the webinar, Biegel revealed his predictions for revised spending during the second half of 2020, as well as examined the hunt for green shoots. For example, he predicted that compared to other marketing channels, digital video (e.g. OTT, streaming) is likely to see less of a reduction in spending, only 10 to 20 percent, due to high consumer consumption. However, email is likely to remain flat, he noted, pointing out that although email volume is increasing, the channel is experiencing price compression.

View the full webinar today for Biegel’s full forecast of marketing spending changes across channels: