冠状病毒致81%的广告商削减预算报告.docxVIP

THE CORONAVIRUS EFFECT ON ADVERTISING Report A research-driven report for media sellers and ad tech executives outlining the obstacles and opportunities driven by the current pandemic crisis. INSECURITIES ABOUND, BUT WHAT ABOUT OPPORTUNITIES? In the wake of COVID-19, CEOs and their executive teams have been stripped of their strategic roadmaps. Decisions and processes across all levels of the organization that took years to put in place were undone in hours, with little insight as to what the future might resemble in a week’s or month’s time. In our latest study of more than 200 US marketing and agency professionals conducted between March 17 and March 20, 2020, we find that fewer than one in five said their company had a contingency plan for managing their own or their client’s media investments in case of a large-scale national or global event. 82% The portion of US agency and marketing professionals who said they had no contingency plans in place to manage media investments in the face of a large-scale national or global event. The bottom line: The world, let alone media and advertising, was (and still is) unprepared. For the advertising industry, this has meant a lot of knee-jerk reactions and quick pivots to account for a host of cancelled events and sports sponsorships, a glut of ecommerce activity and new brand safety concerns as news stories and coverage of the outbreak unfolds. But it has also opened new doors and opportunities for those capable of flexing to meet quickly changing consumer habits and demands. KEY TAKEAWAYS: Ad budgets aren’t all being slashed. Most are being paused or shifted Verticals catering to “out-and-about” consumers are severely threatened; “hunker-down-at-home” verticals are advantaged Linear TV hit hard early, but momentum on its side COVID-19 fans tailwinds for CTV and OTT It’s yet another win for the walled gardens News coverage creates challenges for some, opportunity for others HERE’S WHAT YOU NEED TO KNO