COVID-19 influence on ad targeting tactics 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.

Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020

Characteristic	Increase	No change	Decrease
Audience targeting	38%	46%	15%
OTT/CTV device targeting	35%	50%	15%
Mobile/tablet device targeting	34%	55%	11%
Programmatic buying	29%	52%	18%
Demo targeting	28%	55%	17%
Desktop/laptop device targeting	27%	59%	14%
Local geotargeting	23%	57%	20%
News publishers and/or news content targeting	18%	55%	27%
Direct buys with premium publishers	13%	58%	30%
National geotargeting	9%	71%	20%

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Release date

March 2020

More information

Region

United States

Survey time period

March 18 to 24, 2020

Number of respondents

164 respondents

Special properties

among media buyers, planners, and brands

Supplementary notes

Original questions: Are you making any short-term advertising TACTICAL changes as a result of Coronavirus?
Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following tactics.

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