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.
Increased spending on connected TV advertising is helping to stabilize digital advertising amid the Covid-19 pandemic, according to a report released by the IAB during the Newfronts on Tuesday.
More than 8,500 media buyers and other folks from the advertising business have pre-registered for the virtual NewFronts, the Internet Ad Bureau said Wednesday.
Ad buyers said they expect their 2020 spending to decline 20% from last year because of the COVID-19 pandemic, according to a new survey by the Internet Ad Bureau.
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