AP-冠状病毒致81%的广告商削减预算报告（英文）-2020.8-12页_5mb

报告摘要

The Coronavirus Effect on Advertising Summary

Core Content

The coronavirus (COVID-19) outbreak has significantly disrupted the advertising industry, forcing rapid adjustments in strategies and budgets. Advertisers are not slashing budgets entirely but rather pausing or shifting them, indicating a focus on short-term preservation rather than long-term cuts. This shift presents both challenges and opportunities for media sellers, depending on their industry and ability to adapt.

Main Points

Ad Budgets Are Being Paused, Not Slashed: Most advertisers are adjusting their budgets rather than cutting them completely. Nearly half of them plan to maintain or shift spending rather than reduce it.
Shift in Consumer Behavior: The pandemic has accelerated the shift to digital and streaming platforms, as consumers spend more time at home. This has led to increased engagement with online content and a rise in streaming activity.
Linear TV Is Under Pressure: Linear TV has seen significant budget cuts due to the cancellation of live events and sports programming. However, there are signs of recovery as people spend more time indoors and consume more TV content.
CTV and OTT Are Gaining Momentum: Connected TV (CTV) and Over-The-Top (OTT) platforms are benefiting from the increased demand for streaming content and the shift in consumer habits. These platforms are becoming more attractive due to their ability to deliver targeted advertising.
Walled Gardens Are Benefiting: Platforms like Google and Facebook are seeing increased ad spending due to their strong measurement capabilities, audience targeting, and scalability. Advertisers are favoring these platforms over others.
Brand Safety Concerns: The coverage of the coronavirus on news platforms has led to brand safety issues, with many advertisers avoiding placements that may be associated with negative content. This has affected the revenue of news publishers.
Industry Impacts: Certain industries, such as travel, restaurants, and brick-and-mortar retail, have been severely impacted. In contrast, consumer packaged goods (CPG), online retail, and alcohol brands are better positioned to benefit from the current situation.
New Normal Is Emerging: While the return to normalcy is uncertain, the industry is adapting to a new normal with increased emphasis on digital and streaming media. The future will require closer relationships with customers, partners, and colleagues.

Key Takeaways

Ad budgets are not being slashed, but paused or shifted.
"Hunker-down-at-home" verticals are gaining an advantage.
Linear TV is hit hard early, but could recover.
CTV and OTT are seeing increased adoption and ad spending.
Walled gardens (Google, Facebook) are leading the shift in ad budgets.
News coverage creates brand safety concerns, but also opportunities.
The new normal will require adaptability and strong relationships.

Key Factors to Watch

Bandwidth issues due to increased streaming usage.
More affordable CPMs as new inventory becomes available.
Greater demand for streamed content due to halted TV production.
Financial strain driving consumers away from pay-TV to cheaper streaming services.

Methodology & Respondent Profile

Interviews Conducted: 203
Survey Period: March 17–20, 2020
Respondent Mix: 33% Marketers, 67% Agencies
Sample Source: Ad Pros proprietary community
Qualification: All respondents were involved in media brand selection decisions

Authors

Lauren Fisher: VP Business Intelligence with experience in digital advertising and marketing.
Justin Fromm: EVP Business Intelligence with a background in market research and media strategy.

Additional Information

The complete report is available by contacting Advertiser Perceptions directly at info@advertiserperceptions.com. Upcoming updates will include insights on spend outlooks, vertical groupings, shifts in funnel strategies, creative pivots, and how media sellers can better partner with advertisers.