During a March 2020 survey of media buyers and planners in the United States, gauging the impact of the coronavirus outbreak on short term advertising and targeting tactics, 38 percent of respondents said they were planning to increase their use of audience targeting and 35 percent said the same about targeting OTT and CTV devices. On the other hand 30 percent were going to decrease direct buying from premium publishers between March and June 2020. In general, 42 percent of marketers said they were planning to make changes to their advertising tactics in that time.
Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020
Original questions: Are you making any short-term advertising TACTICAL changes as a result of Coronavirus? Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following tactics.
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IAB (U.S.). (March 27, 2020). Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). "Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020." Chart. March 27, 2020. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). (2020). Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). "Share of Advertising Professionals Planning to Make Changes to Their Advertising and Targeting Tactics in Response to The Coronavirus Outbreak in The United States as of March 2020." Statista, Statista Inc., 27 Mar 2020, https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.), Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 Statista, https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/ (last visited December 21, 2024)
Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 [Graph], IAB (U.S.), March 27, 2020. [Online]. Available: https://www.statista.com/statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
