covid对广告定价的影响.pdfVIP

Covid’sImpactonAdPricing

5/28/20

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IABProprietaryResearch1

1

ExecutiveSummary

•Two-thirdsofadvertisingsellers—includingpublishers,platforms

andprogrammaticmediasellers—havehadadvertisingratesdecline

sincetheCovidlockdownbegan

•Publishersthatselladsdirectlyhavebeensignificantlymore

impactedbyadratereductionsthanprogrammaticspecialists

•DisplayadCPMshavebeenhithardestbypricereductions

•Adsonconnecteddevices(CTV/OTT)areshowingthegreatest

priceresilience

IABProprietaryResearch2

2

Methodology

TounderstandhowandwhereUSCompanyType

advertisingrevenueisbeingaffectedby

Covid,IABisconductingongoingresearch65%Publishers

amongadbuyersandsellers.ThisistheProgrammatic

secondsell-sidesurvey,whichprovidesSpecialists

insightintotheeffectonCPMs,fielded