AP-冠状病毒对广告的影响（英文）-2020.4-16页_1mb

报告摘要

Coronavirus Effect on Advertising Report Summary

Core Content

This report provides insights into how the Coronavirus (Covid-19) outbreak has impacted advertising strategies and budgets across various industries in the U.S. It is based on a survey of 203 respondents from the Advertiser Perceptions Ad Pros community, conducted between March 17 and 20, 2020. The data highlights the changes in ad spending, media usage, and the overall business environment due to the pandemic.

Main Points

Advertiser Actions and Budget Adjustments

Nearly 90% of advertisers took action with their ad budgets due to the Coronavirus.
The most common actions included:
- Holding back campaigns until later in the year (49%)
- Adjusting media types or shifting budgets among media types (48%)
- Stopping or pulling campaigns mid-flight (45%)
- Pausing all new advertising efforts (38%)
- Canceling campaigns completely (34%)

Impact on Ad Spend in 2020

68% of advertisers expect reduced ad spend into 2021.
The impact was most significant in Q2, but the effects are expected to persist throughout the year.

Media Type Impact

Performance media and digital channels are gaining more focus.
Linear TV (Broadcast and Cable) was hit hardest early, with 41% and 34% respectively being paused or budgeted away.
Display, Social Media (Paid), and Digital Video also saw significant budget cuts, with 47%, 45%, and 43% respectively.
Search (Paid) had a balanced impact with 24% paused and 24% budget shifted.

Verticals Affected

"Out-and-about" verticals, such as Apparel/Fashion, Auto, Restaurants, Travel & Tourism, are severely threatened.
"Hunker-down-at-home" verticals, such as CPG – Food/Household Products, Health, Retail – Online, Telecommunications, are advantaged.
Other verticals include Baby, Child, B2B, CE & Tech, Cosmetics/Toiletries, Education/Govt., Energy, Financial Services, Fitness/Wellness, Home & Appliance, Mobile App Services, Pets, Politics/Public Services, Real-Estate, Technology, Toys & Hobbies.

Key Takeaways

Ad budgets are not entirely slashed; most are paused or shifted.
Linear TV is facing challenges but has momentum on its side.
CTV and OTT are experiencing growth and tailwinds.
Performance media is seeing increased focus, but branding remains important during downturns.
"Out-and-about" verticals are under threat, while "hunker-down-at-home" verticals are benefiting.
Opportunities for agility and partnerships exist in navigating the crisis.