IAB’s sixth 2020 buy/sell-side survey sees the “light at the end of the tunnel” for digital advertising, according to media buyers and sellers. In short: Digital ad spend for 2020 is expected to end with a 6% increase versus 2019. The news, however, is dour for traditional media.
Key highlights of the survey indicate that buyers expect Digital ad spend to increase by 6% for FY2020 vs FY2019. In addition to that, Paid Search (+26%), Social (+25%) and CTV (+19%) are among those with most impressive gains. Digital Audio and Podcasts show slight decreases vs 2019—despite enjoying spend shifts in 1H. Buyers expect an average estimated -8% for all Traditional media.