During an April 2020 survey of both news and non-news media publishers in the United States, gauging the impact of the coronavirus outbreak on their business strategies, it was found that the majority of respondents from both groups were pushing campaigns to later date to accommodate the cooperation with ad buyers. What is more, 47 percent of news publishers and 38 percent of non-news publishers were working with buyers to adjust creative messaging to current needs.
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
Characteristic
News publishers
Non-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
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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IAB (U.S.). (April 15, 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 [Graph]. In Statista. Retrieved November 21, 2024, from https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). "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." Chart. April 15, 2020. Statista. Accessed November 21, 2024. https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). (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. Statista. Statista Inc.. Accessed: November 21, 2024. https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.). "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." Statista, Statista Inc., 15 Apr 2020, https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
IAB (U.S.), 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 Statista, https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/ (last visited November 21, 2024)
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 [Graph], IAB (U.S.), April 15, 2020. [Online]. Available: https://www.statista.com/statistics/1119205/covid19-coop-buyers-adjustments-per-media-sellers-us/
