Coronavirus’s increased website visitors, so why the publisher’s revenue has decreased? | IAB Report
According to IAB survey,” Coronavirus: Ad Revenue Impact on Publishers & Other Sellers“, Coronavirus is still hitting the advertising industry. 98% of publishers expect their revenue to decline.
19% to 25% drop in digital ad revenues
27% drop in linear TV revenue
32% drop in print ad revenue
This survey has fielded between April 1 and April 7 and this prediction is for the near-term, March through June of 2020.
The data show differences between news and non-news audiences.
According to ComScore, the site visitor numbers have increased by 30% due to following the Coronavirus News, but the sites have not been able to convert it into revenue.
This survey has 2 sides:
– Sell-side includes
▪ Programmatic Companies (e.g., SSPs, Ad Exchanges, Ad Networks)
Programmatic companies have a better situation rather than direct publishers. Although there is a drop in revenue but this survey forecast a rise in revenue for the second half of 2020 for publishers.
– Buy-side Respondents
- Agency media buyers/sellers
- Brands: Incumbent and Direct-to-Consumer
“This is not the time to pause your campaigns. This is a time to potentially adjust your messaging.”
The most reduced advertising category is “travel and tourism”
All publishers creating more flexible advertiser options, among them “Creating different content adjacency/sponsorship opportunities that buyers can leverage” and “Pushing campaigns to later date” have been chosen the most.
“Engaging clients to strengthen relationships without a sales pitch” and “Allowing more leniency regarding the cancellation or pausing of campaigns” are the most effective from all other options.
It means maybe it’s not a good time for selling your product, but it’s a good situation for creating creative content. Be ready for the second half of 2020.