2021 JUMPSTART: Advertiser Perceptions
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2021 JUMPSTART:
HOW TO MAKE SURE 2021 WON’T BE 2020 ALL OVER AGAIN Have Confidence in Every
January 27, 2021 Business Decision You Make
TODAY’S HOSTS
Justin Fromm Sarah Bolton Lauren Fisher
EVP Business Intelligence EVP Business Intelligence VP Business Intelligence
2
TODAY’S
Momentum around key media types and channels built during
1 the pandemic will continue into 2021, with momentum likely to
AGENDA
build for added channels.
2 Where we’re headed: TV and digital trend
Advertisers' evolving approaches Digital Content Safety
3 and Brand Suitability
Identity in a cookieless future won’t be just a thorn in the industry’s
4 side, it will become a pivotal piece to solve for ahead of 2022.
Advertiser Intelligence Report 3
News TV Category H2 2019
1.
TRACKING AN EVER
EVOLVING MEDIA MIX
4
13% Search (paid)
SEARCH, SOCIAL
AND “VIDEO” 12% Social Media (paid)
WERE ADVERTISING
STRONGHOLDS IN 2020 11% Display
11% Linear TV (cable or broadcast)
10% Digital Video
7% Connected TV (OTT/Streaming)
6% eCommerce
6% Mobile In-App
5% Print
4% Data Driven or Addressable linear TV
4% Digital Audio
5% “All other media” omitted from chart. Q. Listed below are the media types/platforms you
told us your [company/main client] is using (or will use) for advertising in 2020. To the best of 3% OOH (traditional or digital)
your knowledge, what percentage of your [company’s/main client’s] total ad spending in 2020 2% Terrestrial radio
will go to each of these media types/platforms? Base: Total Respondents
NEXT 12 MONTHS: Increasing Spend Maintaining Spend Decreasing Spend NET
OPTIMISM
OPTIMISM
eCommerce 60% 36% 4% 56%
Social 60% 34% 6% 54%
Video 56% 39% 5% 51%
Search 46% 50% 4% 42%
Audio 43% 45% 13% 30%
Display 39% 46% 15% 24%
Print 30% 45% 25% 5%
OOH 27% 39% 34% -7%
*Video includes: Linear TV, Advanced TV and Digital Video.
Q: Do you expect that your company/client’s advertising spending of each of these media types will increase, stay the 6
same or decrease over the next 12 months? Base: Using ‘Media Type' (Variable Base)
NET
NEXT 12 MONTHS: Increasing Spend Maintaining Spend Decreasing Spend OPTIMISM
OPTIMISM
Digital video (desktop/mobile) 51% 45% 4% 47%
OTT/Connected TV 48% 45% 7% 41%
Addressable TV 40% 53% 7% 33%
Data-driven TV 40% 53% 7% 33%
Programmatic Linear TV 37% 49% 13% 24%
Set top box Video on Demand 35% 50% 14% 21%
Linear TV (cable or broadcast) 34% 45% 20% 14%
Q: Do you expect that your company/client’s advertising spending of each of these media types will increase, stay the 7
same or decrease over the next 12 months? Base: Using ‘Media Type' (Variable Base)
Indicators to Resume Paused, Slowed, & Cancelled Advertising
Rank ECONOMIC OR SOCIETAL SIGNALS Rank BUSINESS SIGNALS
1 Decreasing numbers of cases of Covid-19 in the US 1 Evidence of increasing consumer demand
2 Relaxing of social distancing 2 Increase in sales (e.g. month over month growth rate)
3 Travel restrictions lifted 3 Stabilization of revenue for one quarter
4 GDP on the rise or US economy recovering 4 Increased in-store traffic
5 Future economic stimulus packages 5 Competitors resume ad spending
6 Live entertainment events resume 6 Uninterrupted supply chain for products
7 Live sports events resumed 7 Sales team staffing and resources resuming/ramping up
8 Stabilization of stock market 8 Bankruptcy or financial insolvency no longer a risk
Q.30a - Which of the following economic or societal signals / business signals is your [company/main client] using as an
indicator to resume any paused, slowed or cancelled advertising activity? Base: Ad Spending Paused, Canceled or 8
Slowed in 2020 for any Media Type
We’re hopeful that there will be more activity and we’ll successfully launch
campaigns that have been delayed and re-enter some of the marketplaces where
[our clients] haven’t been [this year].
- Agency Respondent, Pharma
Advertisers are having to be smarter with their dollars and create more flexibility...
we need to have more strategic negotiations with these partners. Flexibility and
efficiency are going to be critical.
- Agency Respondent, CPG
9
When Spending Will Return to Pre-Pandemic Levels – by media type
Already By end of By end of Beyond
Sorted by Forecasted 2020 Spend Allocation Nov/Dec 2020
Happened Q1 2021 Q2 2021 Q2 2021
Search (paid) 20% 12% 22% 14% 31%
Social Media (paid) 30% 12% 21% 15% 23%
Display 28% 9% 19% 13% 31%
Linear TV (cable or broadcast) 30% 3% 21% 23% 23%
Digital Video 26% 9% 23% 15% 27%
Connected TV (OTT/Streaming) 33% 6% 27% 8% 27%
eCommerce 24% 16% 23% 6% 31%
Mobile In-App 22% 21% 24% 8% 24%
Print 25% 2% 17% 16% 40%
Data Driven or Addressable linear TV 39% 0% 18% 7% 37%
Digital Audio 31% 8% 18% 16% 27%
OOH (traditional or digital) 19% 3% 31% 19% 29%
Terrestrial radio 30% 1% 15% 21% 33%
0% 25% 50% 75% 100%
Q.25B - And when do you expect your [company’s/main client’s] advertising efforts using each media type will
return to a state that is unaffected by the COVID-19 pandemic? Base: 'Media Type' Ad Spending Paused, 10
Canceled or Slowed in 2020 for any Media Type2.
STREAM ON
THE FUTURE IS STREAMING (CTV/OTT)
11Summary of Respondents Ranking 1-3
VIDEO IS THE 1 Video (any type: linear TV, digital video, OTT, OOH) 82%
MOST IMPORTANT
MEDIA TYPE FOR 2 Social 60%
ACCOMPLISHING 3 Search 57%
GOALS/KPIS 4 Display 53%
5 Audio (any type: terrestrial radio, digital audio) 20%
6 Print 14%
7 OOH (billboards, buses) 13%
Q. Please rank these media types based on how important or valuable each is to your
[company’s / client’s] advertising goals/KPIs. Base: Respondents Spending $1M+
Annually on VideoVideo Spend Optimism Remains High and Advertisers Are Finding New Dollars to Fund It
Percent of respondents
2%
Decreasing
Increasing Spend,
by how much? Where are the increasing funds coming from?
(average)
52% Overall advertising budget increase 76%
23%
46% Increasing
Maintaining Video Ad Spend
Other non-digital media
(next 12 months)
(print, radio, OOH, etc.)
13%
Other digital media types
(display, search, audio, etc.)
11%
Q: Do you expect your [company’s/main client’s] video ad spending to increase, stay the same or decrease over the next 12 months? Base: Base:
Respondents Spending $1M+ Annually on Video Q. By approximately what percentage do you expect your [company’s/main client’s] video
advertising budget will [increase/decrease] over the next 12 months compared with what was spent on video advertising in the past 12 months? 13
Base: Respondents Spending $1M+ Annually on Video, Planning to Increase or Decrease Video Ad Budget Q: Where will most of the increased
funding for video advertising primarily come from? Base: Respondents Spending $1M+ Annually on Video, Planning to Increase Video Ad BudgetWith the pandemic accelerating consumer adoption of streaming, advertisers have quickly followed.
More than half of advertisers identify streaming as one of their top-5 video tactics
Ranking All Video Advertising Tactics Used
Summary of Respondents Ranking 1-5
Linear TV 65%
Social Media Sites 62%
Streaming (CTV/OTT) 57%
Video Sites 55%
TV Network Full Episode Players 43%
Q. Thinking about all the video advertising tactics your [company/main client] will be using over the next 12
months, please rank these tactics based on how valuable they are to your [company’s/main client’s] video 14
advertising efforts. Base: Respondents Spending $1M+ Annually on Video, Using 'Tactic' Next 12 months
(Variable base)Streaming (OTT/CTV) accounts for a quarter of TV screen focused media budgets
TV Ad Spend Allocation Across Tactics
24%
Streaming DSPs for
OTT/CTV programmatic OTT
26% 14% 11% 10% 9% 8% 8% 7% 6%
Linear TV vMVPDs Programmatic Data-Driven Addressable Set-Top Other
Linear TV Linear TV Linear TV Box VOD
Q. Thinking about your [company’s/main client’s] TV ad spending , approximately what percentage will be
allocated to the following tactics over the next 12 months? Base: Respondents Spending $1M+ Annually 15
on Video, Budgeting for TVLINEAR TV’S DISAGREE
Completely/Somewhat
HOLD IS 29%
TENUOUS
AS NEARLY HALF OF VIDEO
ADVERTISERS FEEL THEY I can achieve my video 45%
COULD ACHIEVE THEIR advertising goals without
GOALS WITHOUT IT
purchasing linear TV.
Neutral 26% AGREE
Completely/Somewhat
Q. How much do you agree with each of the following statements about video advertising? 16
Base: Respondents Spending $1M+ Annually on VideoAs audiences splinter, advertisers are prioritizing reach as a partner selection criterion
Advertisers prioritize reach when selecting a streaming (CTV/OTT) partner
Most Important Factors when selecting Streaming (OTT/CTV) Advertising partner
Summary of Respondents Ranking 1-3
Audience Reach 55%
Quality of programming 43%
Quality of advertising opportunities 38%
Brand safety 35%
Precise audience targeting 35% “We're looking a lot more to CTV
for example, but oftentimes our
Campaign results 33%
biggest issue there is just scale.
Guaranteed/verifiable fraud-free impressions 23% We can't always actually spend
to the level that we want.”
Ease of implementation 20%
- Agency Respondent,
User experience of advertising 13% Toys & Games
Q. What factors are most important when considering which media company/TV network to partner with for
OTT/Connected TV video advertising?
Base: Respondents Spending $1M+ Annually on Video, Using CTV/OTTDISAGREE
YET CHALLENGES REMAIN: Completely/Somewhat
CROSS-PLATFORM 20%
REACH & FREQUENCY
KEY AMONG THEM
By adding on digital video
and OTT to my linear buy,
I'm just buying impressions
without knowing the reach,
frequency, effectiveness of 58%
22% my entire campaign.
Neutral
AGREE
Completely/Somewhat
Unchanged from 2019
Q. How much do you agree with each of the following statements about video advertising?
Base: Respondents Spending $1M+ Annually on Video3.
A BRAND SAFETY RETHINK
EVALUATING MEDIA CONTEXT
WITH MORE INTENTION
192020 WAS A REMINDER
THAT QUALITY JOURNALISM
Beyond outmoded conceptions of brand safety,
AND CONTENT INTEGRITY advertisers are increasingly taking responsibility
MATTERS for shaping where money is spent . . .
#1
To ensure high-quality credible journalism
and premium content are funded
SEARCH: Pandemic
Economy
#2
Climate that hate and disinformation are not
Social justice
Elections
Advertiser Intelligence Report 20
News TV Category H2 2019While advertisers morally support the role of an independent press in democracy,
dollars have been held back by brand suitability concerns
Level of Agreement: Statements about News
Completely Agree Somewhat Agree Neither Agree nor Disagree Somewhat Disagree Completely Disagree
70%
An independent press is
an important part of a 47% 23% 26% 2%
2%
functioning democracy.
47%
It’s preferable to find news
audiences outside of news sites 13% 34% 38% 10% 5%
to avoid brand safety issues.
Qj3N. How much do you agree with the following statements about News?
Base: Total Respondents 21Brand Safety/Suitability Policy that Avoids Adjacency to News Content
NEARLY HALF OF BRANDS,
DRIVEN BY RISK-
Don't
AVERSE AGENCIES, know
AVOID NEWS ADJACENCY 13%
Yes
Agency: 50%
42% Marketer: 31%
No
44%
Agency: 35%
Marketer: 58%
Advertiser Intelligence Report Qvox3. [Does your company/Do your clients] have any brand safety/suitability filters or policies in place that
avoid adjacency to news content (including news about Black Lives Matter or racial justice protests)? 22
News TV Category H2 2019 Base: Total Respondents | Statistically significant differences between groups noted in Red/GreenNEARLY HALF OF ADVERTISERS
RECOGNIZE THAT BROAD-STROKES 23%
BLOCKING OF NEWS DISAGREE
CARRIES A DIFFERENT
“Blocking/avoiding
KIND OF RISK advertising with News 45%
(BESIDES BRAND SAFETY)
is making it difficult for AGREE
publishers to fund
quality journalism”
32%
NEUTRAL
Advertiser Intelligence Report Q. How much do you agree with the following statements? 23
News TV Category H2 2019 Base: Total RespondentsUNINTENDED
CONSEQUENCES OF
KEYWORD BLOCKING
IN PRACTICE
Over-blocking stops ads appearing in
articles with safe or neutral content
Annotated colormap of the NYTimes's landing page
on December 3, 2020.
• Pink indicates that a given article was labeled
unsafe by Grapeshot
• Green indicates a given article was labeled safe
Source: Adalytics Dec 2020 – Research Methodology: extracting brand safety labels from 24
public internet archivesINADVERTENTLY
FUNDING
DISINFORMATION
Programmatic advertising data from
NewsGuard’s election misinformation tracking
center shows that more than 1,600 top brands
ran thousands of ads on sites publishing false
claims about the 2020 Election between
October and December 2020.
Advertiser Intelligence Report Source: NewsGuard Special Report Advertising on Misinformation, January 2021
25
News TV Category H2 2019 https://www.newsguardtech.com/special-report-advertising-on-election-misinformation/Misinformation and disinformation have revealed themselves as
fundamental enemies of economic stability and growth, and as such
supporting their spread through media investment with partners who
serve to distribute misinformation and disinformation at scale must
become anathema for advertisers.
From 4As position paper on Dis-/Misinformation, October 2020
26Site-level inclusion and exclusion lists, informed by trustworthy third-
party sources that incorporate human review methodologies:
NEW
BRAND SAFETY
SOLUTIONS
Advertiser Intelligence Report 27
News TV Category H2 2019Leaning into News: Some brands and agencies have made supporting journalism
a brand value, which can translate into new content marketing opportunities
11% 12%
Completely Completely
Disagree Agree
17% As an advertiser, as a brand, we support the
Somewhat
Disagree
Supporting media. We believe in the dissemination of
news organizations information as part of our democracy.
30%
with ad dollars Somewhat
is important to my Agree We want the content to be available
organization. to people for free.
Completely
Agree
And anywhere we can, we’ve been
30% trying to underwrite paywalls.
Neither Agree
or Disagree
— Marketer, Financial Services
Qj3N. How much do you agree with the following statements about News?
Base: Total Respondents 28ONGOING PLATFORM SCRUITNY
We’ve spent the past several months getting clients to adopt new responsible
media principles. Separately, we worked on a full audit of all the social media
platforms to see what they’re doing to stop the spread of disinformation. For us,
it’s an organizational priority. We’re holding platforms accountable to it, and we’re
auditing them and publicly sharing the results of those audits.
— Agency Holding Company, Executive Officer
292021 ADVERTISERS WILL
Demand more transparency into paid placements: specific publisher
PREDICTIONS sites and URL-level detail, with pendulum swinging toward Direct and
Programmatic Direct (PMP) buying
Embrace media trust and credibility ratings (including human
review) as a primary targeting and brand safety parameter, leaning
into high-quality news sources
Keep the pressure on broad consumer platforms to stop monetizing
hate and disinformation, and to de-platform dangerous content and
bad actors
Advertiser Intelligence Report 30
News TV Category H2 20194.
ARE ADVERTISERS AND
PUBLISHERS TAKING ENOUGH
STEPS TO PREPARE FOR THE
FUTURE OF IDENTITY?
31Portion of ad buyers expecting ‘the phase-out of third-party cookies’
to have major impact to double in next 12 months
Impact of Phasing out of Third-Party Cookies on Programmatic Buying
Currently Next 12 Months
No
impact
at all MAJOR
8% IMPACT Minor
impact
19% 17%
Minor MAJOR
impact IMPACT
29% 42%
Moderate
impact
Moderate
impact 39%
44%
Source: Programmatic Intelligence Report, Demand Side Platforms, Q4 2020. Q: How much of an impact is the
current phasing out of third-party cookies having on your programmatic buying practices today and how much of an 32
impact do you expect it will have over the next 12 months? Base: Total RespondentsChrome phaseout of third-party cookie tracking seen as more disruptive than
Apple’s earlier move with Safari or recent mobile IDFA update
Advertising Industry Impact of Privacy-Related Policy Changes From Apple and Google
Extremely disruptive Not at all disruptive Don’t know/unsure
9% 11% 9%
3% 18%
18% 3% 17%
17%
27% 3%
7% 27% 10%
9%
23%
31% 31%
27% 30%
31%
Google phasing out third-party Apple’s iOS 14 IDFA policy change Apple phasing out cookie
cookie tracking in Chrome (mandating explicit consumer opt-in tracking in Safari
to the Identifier for Advertisers)
Source: December 2020 Omnibus Report. Qios3. How would you assess the advertising industry impact of the
following privacy-related policy changes from Apple and Google? Base: Involved in Digital/Mobile Advertising 333 in 5 rely on third-party cookies for measurement/attribution
Just under a third rely on Android or iOS mobile device IDs
Ad Campaign Measurement and Attribution Metrics Used
Third-party cookie tracking 60%
GAID on Android (Google Advertising ID) 30%
IDFA in iOS (Apple Identifier for Advertisers) 28%
None of the above. We rely on processes that don’t
14%
involve cookies or mobile device identifiers.
Don’t know/Unsure 16%
Source: December 2020 Omnibus Report. Qios2a. Which of the following do you typically rely on for
your [company’s/clients’] ad campaign measurement and attribution? Base: Total Respondents 34OPTIMISM FOR
Somewhat/
Completely
INDUSTRYWIDE
disagree Completely
10% agree
19%
COOPERATION
TO CRACK THE COOKIE Neither agree
“The industry
PROBLEM IS HIGH
nor disagree
22%
will work together
to create a universal
identifier that can
replace third-party
cookies”
Somewhat agree
49%
Advertiser Intelligence Report Source: Identity Resolution Report, 2020. Q84. How much do you agree with the following
35
statement: The industry will work together to create a universal identifier that can replace third-
News TV Category H2 2019 party cookies. Base: Total RespondentsThere are so many media companies in the marketplace that have
a strong financial incentive to find a substitute [for third-party
cookies] that I don’t need to worry about it that much. They need to
worry about it, and they will figure it out because if they can’t figure
it out, they are out of business.
— Marketer, CPG
362021 Buyers and sellers who sit on the sidelines in
2021—instead of investing in new ways of
PREDICTION targeting and measuring audiences—will be
left behind as 2022 comes into play.
Advertiser Intelligence Report 37
News TV Category H2 2019TO PREPARE FOR BUYERS AND SELLERS RUNNING WITH THE PACK ARE:
A COOKIELESS • Planning to invest more in contextual targeting
FUTURE:
• Building their own first-party databases and leveraging that data
across various other partners via known identifiers
• Looking into data consortia and data clean rooms
• Vetting alternate identity resolution partners and providers
BUYERS AND SELLERS WITH THE EARLY EDGE ARE:
• Testing and learning various new targeting and measurement
practices while the data they typically rely on still exists
• Auditing measurement strategies and the metrics that matter
• Raising identity conversations to the C-level
Advertiser Intelligence Report 38
News TV Category H2 2019Reports sourced in this presentation:
Contact us at info@AdvertiserPerceptions.com for more
information regarding access to these or any of our reports.
39As cross-screen ad measurement matures, expect to see
KEY
1 more advertisers move from more basic fulfillment metrics to
ones that quantify true change and results
TAKEAWAYS 2
Reach remains advertisers' first pass on evaluating video
partners, but pandemic uncertainty and zero-based budgeting
will open video budgets to more tactics and more publishers.
A new vanguard of advertising leaders are now realizing the
critical role they play supporting (or not supporting) sources of
3
news and information. Exercising more intentionality around
their placements - both programmatic and direct - can help
restore the business vitality of high quality, credible journalism.
Media buyers and sellers must do their own work to prepare for
4 a world where third-party cookies and other digital identifiers go
away. Waiting for a silver bullet or a partner to solve this
problem will only delay the inevitable and disadvantage those
who drag their feet.
Advertiser Intelligence Report 40
News TV Category H2 2019Contact us at info@AdvertiserPerceptions.com for more
information regarding access to any of our reports.
THANK YOU
Sarah Bolton
Sarah.Bolton@AdvertiserPerceptions.com
Lauren Fisher
Lauren.Fisher@AdvertiserPerceptions.com
Justin Fromm Have Confidence in Every
Justin.Fromm@AdvertiserPerceptions.com
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