Advertisers must be able to adjust their strategies “on the fly” over the festive season.
This article cites a report by the World Federation of Advertisers (WFA) which polled 39 respondents across 35 global companies. It found that 54% of advertisers are no longer looking to defer their campaigns.
21% of senior marketers are feeling confident about the macro-economic environment whereas 36% feel neutral. Another study cited, by Openx, revealed that 46% of marketers plan to invest more in their Q4 2020 budgets.
80% of these say the budgets will be equal or larger than pre-pandemic allocations. Ebiquity’s Christian Polman advises restrained caution by saying, “We still don’t know how bad a second wave might be or when a vaccine or other major mitigating factors might arrive.”
[4 minute read]