IAB Q1 2021 Impact Study

IAB Q1 2021 Impact Study

The IAB Q1 2021 Impact study offers buy-side trends and insights to determine whether ad investments, planning, strategies, and tactics are shifting for 2021. We surveyed marketers, media buyers, and planners to understand the stability of the marketplace, opportunities to grow business, and expectations for Upfronts/Newfronts.

Key Findings:

  • Ad buyer optimism continues to increase in 2021
    • Few ad buyers (15%) felt that 2020 events had great impact on their annual budgeting
  • The Upfronts season will begin to experience a decline in 2021 investments as digital spend increases
    • The Scatter buying model is expected to gradually increase over the next few . . .


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