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Digital advertising ad spend expectations for the end of Q4 2020

Digital advertising ad spend expectations for the end of Q4 2020

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.