IAB’s sixth 2020 buy/sell-side survey sees the “light at the end of the tunnel” for digital advertising, according to media buyers and sellers. In short: Digital ad spend for 2020 is expected to end with a 6% increase versus 2019. The news, however, is dour for traditional media.
Key highlights:
- Buyers expect Digital ad spend to increase by 6% for FY2020 vs FY2019
- Paid Search (+26%), Social (+25%) and CTV (+19%) are among those with most impressive gains
- Digital Audio and Podcasts show slight decreases vs 2019—despite enjoying spend shifts in 1H
- DOOH hardest hit: -43% y/y for FY2020
- Buyers expect an average estimated -8% for all Traditional . . .
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