Key points from this report:
- Revised estimates for U.S. ad spend suggest a worse decline than anticipated, however it is expected to be more resilient than past recessions. This is aided by digital and political advertising as well as expectations of a quick rebound in 2021.
- Digital advertising is expected to be among the least impacted channels. We believe this will be the result of an accelerated shift to online during the recession. By 2024, digital ads will account for 57% of total ad spend, up from 52% in 2020.
- In Q2, engagement continued to surge across all social media platforms, but ad revenue decelerated.
- Focus List constituent Facebook (FB) decelerated the least among peers. We believe the stock is an incremental buy along its 21-DMA.
- Connected TV (CTV) has significant penetration potential. TV has the lowest digital ad penetration among traditional channels.
- CTV is growing strongly with viewership accelerating during the pandemic. In Q2, global CTV views accelerated 160%, the highest growth among viewing mediums including mobile and PC.
- We believe our bullish case remains intact for Focus List idea The Trade Desk (TTD). Look to add to positions on a pullback to the 50-DMA.
- We have shifted more positive on internet stocks. These stocks have rebounded sharply and are trading 8% and 26% above their 50- and 200-DMA, respectively, on average.
- Traditional advertising stocks are still recovering from the pandemic. They are trading 3% below the 200-DMA on average.
- See our tables on pages 8-9 for O’Neil Ratings and Rankings and comments.