Executive Summary by IAB
- Buyers are generally optimistic about 2021 while showing some concern for the year ahead:o Preparing for a cookie-less future/loss of identifiers
o The need for 1st party data
o Cross-platform measurement solutions - Media budgets will be flexible in 2021; 39% of Buyers report their 2021 budget as ballparked
- Buyers expect a 6% overall increase in their 2021 budget (vs. estimated actual spend in 2020)
- 71% of total U.S. 2021 media budgets will be Digital media, with four areas dominating: 16% Social; 16% Paid Search (SEM); 14% Display; 13% Video
Buyers report that their Traditional media budget will drop by -5% vs 2020
➢ The leading area of Traditional investment remains Linear TV (Note: Traditional media is estimated at
29% of the total media budget for 2021, vs. Digital at 71%)
- ➢ 60% of Digital Buyers plan to shift Linear TV dollars to CTV in 2021;
21% of their 2021 Linear TV budgets are expected to be reallocated to CTV
(source)
