How Local and Regional Buyers are Weathering the Covid-19 Storm.
The events of COVID-19 have upended the advertising industry in ways that are still evolving. In a survey of nearly 200 agency buyers of local and regional advertising, nearly all agreed that COVID-19 events would impact their (or their clients’) advertising in some way. But despite the great challenges they face, an overwhelming majority of agencies agreed it is important to keep advertising even in uncertain times like these. Many also saw it as a chance to explore new solutions including shifting budgets to Advanced TV media channels, and relying on data and targeting for greater efficiency and flexibility.