COVID-19 Impact on Digital Investment 2020

Results of the IAB Canada Buy-side Barometer Survey Wave #1

As the COVID-19 crisis continues, many members look to IAB Canada for a barometer of how digital ad investments are being impacted, both those currently in play and plans for the next 3-6 months. To generate broad ‘estimated impact’ indicators, our first 2-minute survey went out to IAB Canada’s agency and marketer members during second half of March. To assist responsible reporting of survey findings, the results were immediately previewed, with IAB Canada’s thanks, by our blue-ribbon panel of buy-side leaders who concurred with the findings and added some insights of their own.

COVID-19 is a live situation with agencies/clients conducting daily budget reviews if not more often. As of March 30th:

  • 90% said their digital media budgets have been affected, although over 80% responded that spend continues.
  • 60% expect reductions in Search, two-thirds (of whom) anticipating decreases in excess of 20%.
  • 70-80% expect spend reductions, (three-quarters of whom anticipate) 20%+ spending decreases in Display, Online Video and Paid Social.

Recognizing the ever-changing situation and to continue providing members with updated estimates of how digital ad investments are being curtailed, IAB Canada has now sent out our second ‘COVID Spend-Impact Survey’ to agencies and marketers. The second wave includes some important new data points that have been requested by our esteemed panel.

Watch for our next results report, coming soon.