With more events like The Olympics taking place in the second half of this year, consumers will visit publisher websites more frequently.
Many brands have held off their advertising budgets in 2021’s first two quarters. They are planning to spend the entire budget across the second half. With several significant events taking place in 2021 H2, more consumer eyes will be on television, online platforms and publisher sites.
With more consumers visiting publisher websites more frequently in 2021 H2 than before, inventory prices are likely to increase. As a result, advertisers would be looking for opportunities to reach audiences outside walled gardens like Google and Facebook.
The rise in consumers’ online spending would also open up opportunities for publishers to maximise the return of their advertising inventory. Tech-savvy publishers would also be better positioned to react to these trends and secure budgets.
[3 minute read]