Media buyers are more optimistic in 2021, but they said they're looking to spend less upfront and more programmatically, according to a study by the IAB.
Several new companies will be presenting to media buyers at this year’s NewFronts, including A+E Networks, Amazon, Entrecom, Estrella Media, Penske Media and Vizio.
Ad budgets will grow for 2021 but spending will shift to digital, particularly from linear television to over-the-top and connected TV, according to a new study from the IAB.
After last spring’s upfront events were canceled because of the coronavirus, many wondered what their future would be. Most of the events were redone as digital gatherings.
Advertising spending on linear television is expected to be down 24% this year, while connected TV ads jump 19%, according to a survey conducted for the IAB.
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