59% of buyers plan to increase their CTV/OTT budgets in H2 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2020, 2:18 AM UTC

IAB reports that 51% of buyers are unsure about budget usage for the rest of 2020.

As per IAB, 59% of buyers are looking to increase spending on connected TV (CTV) and over-the-top (OTT) in the second half of 2020. As compared to 2019, buyers expect overall digital ad budgets to increase 13% in H2 2020. However, overall spending by brands could decrease by 20%.

Brands plan to increase CTV/OTT budgets by 32%, while agencies are looking at a 46% increment as compared to 2019. Further, 56% of those polled aim to increase spend on digital videos in H2 2020.

With linear TV remaining stable through the pandemic, 22% of buyers plan to increase spends for it in the year’s second half. Buyers expect budgets for linear TV to remain unchanged in Q3 followed by a 6% decline in Q4.

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