Leading coop adjustments with buyers due to COVID-19 per U.S. media sellers in 2020

Leading ways of adjusting cooperation strategies with ad buyers in light of coronavirus outbreak according to advertising sellers in the United States as of April 2020

CharacteristicNews publishersNon-news publishers
Pushing campaigns to later date 67% 58%
Creating differetn content adjacency/sponsorship opportunities that buyers can leverage 52% 39%
Creating entirely new from scratch content adjacency/sponsorship opportunities that the can leverage 48% 36%
Working with buyers to change creative messaging 47% 38%
Offering more added value 45% 31%
Offering lower rates 45% 32%
Offering creative services 29% 21%
Created with Highcharts 7.2.2Share of respondents58%58%39%39%36%36%38%38%31%31%32%32%21%21%67%67%52%52%48%48%47%47%45%45%45%45%29%29%News publishersNon-news publishersPushing campaigns to later dateCreating differetn content adjacency/sponsorship opportunities thatbuyers can leverageCreating entirely new from scratch content adjacency/sponsorshipopportunities that the can leverageWorking with buyers to change creative messagingOffering more added valueOffering lower ratesOffering creative services
0%5%10%15%20%25%30%35%40%45%50%55%60%65%70%75%
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Release date

April 2020

Region

United States

Survey time period

April 1 to 8, 2020

Number of respondents

142 respondents

Special properties

among media publishers, media platforms and programmatic companies

Supplementary notes

Original questions: Please provide your estimated percent change (+/-) in U.S. advertising sales / supply side / ad network revenue per channel for March-June vs. your original plan.

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