Planned changes to ad and targeting tactics due to COVID-19 in the U.S. 2020

During a March 2020 survey of media buyers and planners in the United States, gauging the impact of the coronavirus outbreak on short term advertising and targeting tactics, 38 percent of respondents said they were planning to increase their use of audience targeting and 35 percent said the same about targeting OTT and CTV devices. On the other hand 30 percent were going to decrease direct buying from premium publishers between March and June 2020. In general, 42 percent of marketers said they were planning to make changes to their advertising tactics in that time.

在2020年3月对美国媒体购买者和策划者进行的一项调查中，旨在评估新冠病毒爆发对短期广告及定位策略的影响，38%的受访者表示他们计划增加对受众定位的使用，35%的受访者则表示将增加对OTT和CTV设备的定位。另一方面，30%的受访者计划在2020年3月至6月期间减少对高端出版商的直接购买。总体而言，42%的营销人员表示他们计划在那个时间段内对其广告策略进行调整。