COVID Ad Spend Impact 2020 & 2021: Light at the End of the Tunnel [REPORT]

IAB’s sixth 2020 buy/sell-side survey sees the “light at the end of the tunnel” for digital advertising, according to media buyers and sellers. In short: Digital ad spend for 2020 is expected to end with a 6% increase versus 2019.  The news, however, is dour for traditional media.

Key highlights:

•     Buyers expect Digital ad spend to increase by 6% for FY2020 vs FY2019
•         Paid Search (+26%), Social (+25%) and CTV (+19%) are among those with most impressive gains
•         Digital Audio and Podcasts show slight decreases vs 2019—despite enjoying spend shifts in 1H
•         DOOH hardest hit: -43% y/y for FY2020
•     Buyers expect an average estimated -8% for all Traditional media channel ad spend FY2020 vs 2019
•         Linear TV estimated at -24% y/y
•         Traditional OOH projected at – 46%
•     Budgeting for 2021 is still in flux and expected to increase y/y
•         Buyers with at least ballpark budgets project +5.3% ad spend for FY2021 vs FY2020
•     Plus, data and insights on brand anxiety caused by user-generated content on social

To download report CLICK HERE.