Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights Industry
Back
IAB Survey on the Impact of Covid-19
By Arjun RKMon, Apr 20 2020

Contact
iab-survey-on-the-impact-of-covid-19

The International Advertising Bureau (IAB) recently conducted an online survey with 29 senior executives from the marketing teams of agencies and clients, to understand their media spending plans for the remainder of the year. The survey sample includes 62% representation from agencies, 24% from clients and 14% from other entities such as publishers. The respondents come from a wide array of verticals such as Automotive, CPG, Gaming, Teleco, etc. Below are the findings:

 

 

  • For the short term period of April – June, the findings suggest an immediate downturn, as 48% have already seen up to 30% budget cuts for the month of April, while 34% of respondents are still unclear about their decisions for spend during Ramadan.
  • 78% of respondents are certain of a significant decline in spends in all media channels during this period, while 20% have already paused all non-digital ads.

  • While 31% of the respondents report a decline in non-digital ads by more than 30% year on year, 24% expect to see growth in social media spend, 21% for paid search, and 17% for digital display. One responded reports a potential all media increase for the July-December period.
  • However, 40% are certain of a significant decline while 51% remain unsure of the circumstances.
  • The pandemic has accelerated an increase in spend in performance marketing as 59% plan to increase their spend, during the short period of April-June.
  • Because of Ramadan and Covid-19 empathy campaigns, the industry will see a significant increase in cause-related marketing messaging strategies during the period of April-June.
  • Audience and Programmatic targeting expect a significant increase from the respondents – 52% and 44% respectively. On the other hand, news content targeting will see a slight decrease of 44% from respondents.
  • When asked about the relative impact of Covid-19 on the MENA advertising industry in comparison to other events such as the 2008 financial crisis or the change in oil prices – 77% of respondents claim it to be more negative than the 2008 crisis, while 88% claim the situation to be more negative than the change in oil prices.

 

RELATED TOPICS
Iab Iab Gcc Media Spends Mena Mena Advertising
MORE IN Industry
Industry
November 01, 2020 How to Build a Winning Gen Z Strategy on Mobile

App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]

Industry
October 28, 2020 Micro-Influencers Are Still an Important Channel in the Marketing Funnel

Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]

Industry
October 28, 2020 Global Media Insight Report Provides Concise Picture of Media Trends in UAE & KSA

Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]

Industry
October 27, 2020 Socialbaker’s New Report Highlights Slow Return to Normalcy in Digital Space

Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me