Meanwhile, advertisers are seeking more control by shifting budgets into private marketplace in-app and away from open market desktop.
According to Instagram's VP of product, 50% of GIPHY’s traffic comes from the Facebook family of apps, half of that from Instagram alone.
However, digital is boosting its share of ad spend by virtue of the fact that spend falls in this area are less dramatic.
From mid-March until mid-April, interest for Nintendo Switch on online shopping platforms in the region shot up by 245%, while PS4's only increased by 135%.
Branding players Marketing spoke to lauded Cadbury's move to rebrand and come across as more authentic.
"Money spent driving products consumers cannot buy, or can only buy from unauthorised sellers is a wasted budget."
"Brands need to acknowledge that it is not business as usual, and convey it to their consumers in a manner that is authentic, subtle, and meaningful.”