Impact of covid on advertising industry in 2020-2021 From IAB.

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The following is the Impact of covid on advertising industry in 2020-2021 From IAB.recommended by recordtrend.com. And this article belongs to the classification: IAB., research report, network marketing.

According to IAB’s report “covid’s impact on the advertising industry in 2020 / 21”, online advertising spending in 2020 is expected to increase by 6% compared with that in 2019. However, this news is useless to the traditional media.

Main highlights:

Buyers expect online advertising spending to grow by 6% in fy2020 compared to fy19. In addition, advertising buyers also report that the advertising budget for fiscal year 2021 is still within reasonable fluctuation range, 9% of buyers have a clear budget, and 70% of buyers have at least a budget forecast for fiscal year 2021.

Paid search (up 26%), social networking (25%) and online TV advertising (19%) grew the fastest.

Digital audio and podcast advertising spending has declined slightly compared to 2019, although these channels benefited from the shift in advertising spending in the first half of the year.

Outdoor advertising spending (doOh) has been hit hardest: a 43% year-on-year drop in fiscal year 2020.

Buyers expect that the average advertising spending on all traditional media channels will fall by 8% in fy2020 compared to fy19.

Traditional TV advertising spending is estimated to be down 24% year-on-year.

Traditional outdoor advertising spending is expected to fall by 46%.

The budget for 2021 is still changing and is expected to increase year on year.

Buyers with at least a rough budget will spend 5.3 percent more on advertising in fy2021 than in fy2020.

In addition, the data shows that the content generated by users on social networking sites brings anxiety to the brand. 90% of buyers worry about UGC (user generated content) on social media.

Network media has shown stronger resilience in the face of the pandemic. In 2020, the advertising expenditure of traditional media will decrease by 30%, while that of online advertising will increase by 6%. Similarly, traditional TV advertising spending fell by 24% year-on-year, while online TV advertising spending increased by 19%.

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