Eight months in quarantine have accelerated the United States' transition to a "storeless" Direct Brand Economy five times faster than pre-pandemic rates.
That is just one of the critical trends identified in the 2021 Brand Disruption Report
released by IAB.
"This is the biggest inflection point in advertising and marketing since the rise of national broadcast networks" said Randall Rothenberg, IAB Executive Chair and lead author of the report. "Brands must become data companies that make things, not the other way around. Consumer-facing companies cannot remain competitive without growing their 1st party relationships and 1st party data."