Optimism about in-person events grows

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 13, 2021, 4:49 AM UTC

An Advertiser Perceptions survey found more advertisers are optimistic about attending, sponsoring or creating in-person events this year.

With lockdowns easing and COVID-19-related hospitalisation rates slowing down, 45% of advertising executives (in April) would attend events in Q3 and Q4 of 2021. In contrast, only 37% of ad execs said the same in February this year.

In February 2021, 27% respondents believed Q3/Q4 2021 to be the ideal time to start sponsoring in-person events. By April this figure has grown to 31%. This renewed optimism, however, has come too late to benefit Cannes Lions 2021, the ad industry’s annual event.  

13% of participants may attend live events in Q1 2022. A smaller pool of respondents would wait even longer to attend a live event in person.

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