IAB predicts a 19% to 25% drop in digital ad revenues for the near-term

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2020, 6:00 PM UTC

Interactive Advertising Bureau (IAB) has released a study of the impact of coronavirus on ad revenue of publishers and other sellers.

The study reveals that digital ad revenues for March to June are expected to drop to between 19% and 25%, depending on the channel. While Linear TV revenue is expected to drop to 27%, print ad revenue can lose 32% as compared to their original projections.

Agencies and brands are less optimistic than publishers about digital ad spend reductions. Digital display is looking at a decline of 34% among the agencies and brands that are adjusting spend. Publishers estimate a 25% decline.

This piece states that publishers are trying to be flexible while working with agencies and brands. Around 52% of publishers are creating different content and sponsorship opportunities for buyers.

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