The Ad Platform: How Media Buyers Are Changing Plans Because of COVID-19

NCMA

How Media Buyers Are Changing Plans Because of COVID-19

The coronavirus pandemic and its effects on the economy have upended media plans. eMarketer forecasting analyst Eric Haggstrom joins host Nicole Perrin to talk about research on what advertisers are doing to respond and which channels are getting hit hardest, as well as what current developments might mean for our next US digital ad spending forecast.

Media that US Agency and Marketing Professionals Have Decreased* Budget from vs. Media that Retained/Benefited from Budget Reallocation due to the Coronavirus, March 2020 (% of respondents)<img class=”cb-widget-chart_placeholder” src=”data:;base64,
How Has the Coronavirus Pandemic Impacted US Agency and Marketing Professionals' Advertising Efforts? (% of respondents, March 2020)

eMarketer principal analysts Andrew Lipsman and Nicole Perrin discuss what consumers expect, and don’t expect, from advertisements during the pandemic and provide some examples. They then talk about the Amazon and Instacart protest implications, the United Nation’s call to creatives and how bad the retail store closures picture could look this year.

Media that US Agency and Marketing Professionals Have Decreased* Budget from vs. Media that Retained/Benefited from Budget Reallocation due to the Coronavirus, March 2020 (% of respondents)<img class=”cb-widget-chart_placeholder” src=”data:;base64,

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