Ad spend is on the rise, fuelled by programmatic

What's New in Publishing 16 Oct 2020 07:15

As we head towards the end of a difficult year, positivity around ad spend is beginning to appear once again. The latest data from the World Federation of Advertisers (WFA) shows signs of cautious optimism for ad spending plans from major multinationals.

Results from Wave IV of the WFA’s Crisis Response Tracker found 54% of respondents are no longer deferring campaigns, with online display (up 6%) and online video (up 9%), both seeing higher levels of investment. The pandemic has shifted the marketing mix, qualitative findings from the WFA’s research reveal many multinationals are running more digital marketing activations and have fully transitioned to channel-agnostic video planning.

Meanwhile, IAB Europe’s Attitudes to Programmatic Advertising Report 2020 found that over 77% of display and 50% of video is now traded programmatically. Media owners have greater scope to boost the value of their inventory and programmatic over direct buys is clearly delivering the strongest success for publishers.

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