There are countries, this may or may not include the USA, please forgive my ignorance, where only sellers of "essential" goods/services and their suppliers have been allowed to operate during lockdown.

During this time what is the motivation for companies to spend on internet advertising for "non-essential" goods/services.

The longer consumers are given to adapt to a lifestyle of purchasing only "essential" goods/services, spending more time with family, cooking for themselves, staying local, enjoying simpler, less expensive pleasures and leaving a lighter environmental footprint, how susceptible will they be, in the long-term, to internet advertising that aims to motivate them to purchase non-essential goods/services.

Perhaps it is only temporary, but lockdowns are providing a paradigm shift away from internet advertising and toward increased non-commercial use of the internet.

Those who advocate web advertising as necessary in order to support a functioning internet may have to change their arguments in the event that the internet does not become "useless" as advertising spend decreases.