Advertisers’ shift to short-term planning disrupts publisher plans for the 2020 holiday season

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 14, 2020, 1:18 PM UTC

According to Rakuten Advertising, almost half of publishers expect 2020 shopping season traffic levels to exceed pre-pandemic levels.

With the pandemic putting consumer spending under strain, advertisers are now focusing more on short-term commitments. Though holiday season investments are on track, 70% of publishers reported advertisers are committing to plans of three months or less. More than half of the publishers also concerned about short-term commitments becoming more prevalent.

43% of publishers reported a drop in campaign-spending. Publishers also noted a shift in advertisers’ way of spending, with 46% seeing an increase in flat fee placement and 37% observed an increase in demand to pay via commission.

These changes are forcing publishers to rethink their established strategies. They have been adding new features to websites and apps to maximise traffic over the holiday season.

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