Market Information for Publishers Dealing with Coronavirus
At Netric, our philosophy has always been around providing a true service to publishers, through all of the analysis, insight and advice at our disposal.
As many faced an extremely challenging end of Q1, into Q2 and even further, alongside our day-to-day support, we wanted to share some of the more useful research we’ve found on the state of the market.
This doesn’t involve our own platform data (insights publishers clearly already have to hand) but instead information collated by the IAB, and crucially, from buyers - their priorities and plans in the present and immediate future.
Though the focus of the following report extracts is the US, we still believe it should provide value - even if not all Nordic publishers have been as hard hit as some of the numbers suggest.
As ever, in the meantime we encourage customers to re-review all deals, blocklists and bid landscape reports for any possible missed opportunities. And to contact us, should any more support or advice be needed.
1. Traditional channels seem to be worse hit than digital:
Estimated Percent Change in Ad Spend, Digital vs. Traditional Media off annual plan
2. Almost two-thirds of advertisers say their messaging will change focus in the coming months. As you can see below, brand-driven communications, as well as cause/mission-based messages are all on the increase:
Advertiser Messaging Strategy Change, March-June (%)
3. From March-June also, more than 40% of buyers’ focus on specific channels is set to change as follows:
Buyers Changing Tactics March-June (%)
4. In terms of change in spend for the second half of 2020 as a result of Coronavirus, the majority - two-thirds of buyers have yet to decide their approach:
Buyers Making Ad Spend Changes in H2 (%)
5. Of the 25% of buyers who indicated their H2 spend would change, they gave the following indications on estimated spend change vs. their original plan:
Estimated Spend Change in H2 vs. Original Plan (%)
These are just a few extracts of the original report, produced by IAB in the US. You can access the full research here.