iab-冠状病毒广告支出影响：品牌，代理商和其他买家，2020年4月（英文）-2020.5-37页_596kb

iAB Coronavirus Ad Spend Impact Summary: Brands, Agencies & Other Buyers, April 2020

Core Content Overview

The IAB Buy-Side Survey conducted in April 2020 provides insights into how the Coronavirus pandemic impacted advertising spend and strategies across the US media and marketing industries. The survey compares March to April trends and highlights changes in ad spend, messaging, and channel performance.

Main Findings

1. Month-over-Month Trends

• More buyers are pausing ad spend: A significant increase in the number of advertisers who have paused or are considering pausing their advertising budgets.
• Digital ad spend is rebounding: Digital channels (Display, Video, Audio, Search, Social, OOH) show a +4% point shift in ad spend compared to March, though still below original 2020 plans.
• Traditional media is declining: Traditional channels (Linear TV, Radio, Print, Direct Mail) have seen a -5% point shift, with Linear TV remaining relatively flat.
• Premium publishers are seeing a slight rebound: Ad spend projections for premium publishers have increased slightly.
• Flexibility in creative production helps mitigate impact: Channels with more agility in creating, editing, and optimizing creative content (like Search, Social, and Audio) are less affected by the crisis.
• Messaging shifts: There is a notable increase in mission/cause-related messaging and performance-based messaging.

2. Creative and Messaging Adjustments

• 73% of buyers are modifying or creating new ads: A majority of advertisers are actively changing their creative assets to reflect the current situation.
• Creative reflects the crisis: 60% of those creating new assets say the new creative will explicitly mention Coronavirus/Covid-19 or reflect the crisis in tone or imagery.
• Message focus shifts: Messaging strategies are moving toward mission/cause-related and performance-based messaging, with a decrease in traditional brand messaging.

3. Impact on News Advertising

• 40% of buyers typically run ads adjacent to news content: These advertisers are more likely to:
  • Cancel or pause inappropriate/irrelevant ads.
  • Modify or develop new creative assets.
  • Focus on new KPIs, such as consumer engagement and sentiment.
• News advertisers are re-evaluating display and search ad spend:
  • Some are increasing use of display ads.
  • Others are loosening restrictions on previously blacklisted content.
  • Search ads are also being re-evaluated, with some advertisers increasing use.

4. Impact on Sports Advertising

• 45% of buyers had originally planned to spend on sports: Sports represented 25% of their overall budget in 2020.
• 43% of planned sports budgets are off the table: Due to the pandemic, many advertisers have reallocated spend to the second half of 2020.
• Expected return to sports advertising: Buyers are anticipating a rebound in sports ad spend, particularly as events and activities resume.

What’s Next?

IAB is monitoring several key areas to understand future trends:

1. Will ad spend rebound accelerate with fresh creative?
2. Which messages, channels, or publishers will benefit most?
3. Will more advertisers begin to unblock news?
4. How will the industry adapt as “shelter at home” rules are relaxed?
5. What are the spend differences by vertical category?
6. What is the impact on CPMs (cost per thousand)?

Survey Methodology

• Survey Period: March 18–24 and April 15–21.
• Respondents: 294 individuals responsible for US ad spend in 2020, including:
  • Media planners and buyers
  • Brands (incumbent and direct-to-consumer)
  • Other companies (e.g., marketing/PR firms)
• Respondent Roles:
  • C-Level, President, EVP
  • SVP, VP, Director
  • Manager, AE, Planner or Buyer
  • Media Consultant, Strategist
  • Other staff (Analyst, Associate, Assistant, Coordinator)

Key Vertical Categories

The survey included a broad range of industries:

• B2B: 11%
• Health/Healthcare (Non-OTC/DTC): 10%
• Financial Services: 8%
• Automotive and related: 6%
• CPG - Food/Beverage: 6%
• Travel & Tourism: 5%
• Restaurants: 5%
• Technology: 5%
• Other categories (35%):
  • Education/Government
  • Home & Appliance
  • Pharmaceuticals & Remedies
  • Media
  • CPG - Cosmetics and Toiletries
  • Beer, Liquor and Wine
  • CPG – Household Products/Other
  • Fitness and Wellness
  • Real Estate
  • Retail (Brick & Mortar and Online)
  • Energy
  • Telecommunications
  • Baby, Child or Parenthood-related
  • Gaming
  • Pets/Pet Supply
  • Politics, Organizations or Public Services
  • Toys and Hobbies
  • Consumer Electronics
  • Miscellaneous

Conclusion

The IAB Buy-Side Survey reveals a shift in ad spend and messaging strategies due to the Coronavirus crisis. While digital channels are showing some recovery, traditional media remains under pressure. Advertisers are prioritizing agility and relevance in their creative and messaging approaches, with a notable focus on mission/cause-related and performance-based messaging. The news and sports sectors are also experiencing significant changes in ad spend allocation and tactics. IAB continues to monitor these trends to better understand the evolving landscape of digital advertising.