Thursday, April 16, 2020
IAB Survey: Most Pubs See Ad Cancellations
Publishers are feeling the effects of the coronavirus pandemic on their ad revenue, AdExchanger reports.
An IAB survey of 200 publishers and sell-side programmatic players found that 70% of the group were revising their Q2 forecasts post-pandemic.
News publishers in particular are disproportionately affected by the coronavirus pandemic, since many brands don’t want to be near coronavirus-related content.
Even as sellers face canceled and paused campaigns, they’re still more optimistic than the buyers the IAB surveyed a few weeks ago about how far revenue will fall.
Sellers planned to revise their Q2 digital media forecasts down by 21%, while the buyers in the IAB’s survey expected to spend 33% less on digital media in Q2. Sellers expected traditional media to decline 30%, while buyers put the number at 29%.
The disparity between the projections could mean that sellers don’t have the most up-to-date information, IAB President David Cohen said. “Typically, clients and agencies put together a plan that gets communicated to sellers, so there is a gap in time between when buyers know what’s happening and when sellers are informed.”
Posted 2:10:00 AM