As the world collectively strives to stay home to combat COVID-19, our lives look very different than they did a month ago. In turn, everything about our day-to-day has shifted, including media habits. From how we work to how we spend our free time, we’ve turned to technology to help us carry on with our lives in a virtual way.
Because SpotX sits at the intersection that connects content creators with advertisers and advertisers with audiences, we have a unique view into the way in which this unprecedented moment in time is impacting the media landscape. We’ve been tracking shifts on both the buy and supply sides, sharing our own data on SpotX Ignite, and by tuning into webinars and studies like the one recently shared by the IAB.
To get a more holistic perspective, SpotX recently asked our global publisher community to share insights with us into how they’re reacting to this moment in time. Here are the key takeaways from our survey.
1. As more people are homebound, viewership across digital properties is increasing.
More than 75% of the publishers we surveyed said they’ve seen viewership soar since March 19, 2020. This finding is consistent with trends we’ve seen in CTV, which has seen viewership increases week-over-week since March 12, 2020.
2. Because viewership has increased, 88% of respondents said they’re considering shifting their ad sales strategy in Q2.
3. To increase sales in Q2, 30% of the publishers we spoke with said they’re prioritizing programmatic.
As trends in demand shift with our changing times, publishers are shifting their approaches, too. In addition to prioritizing programmatic, many publishers are turning an eye toward opportunities like increased participation in Open and Curated Marketplaces, creating new inventory packages for buyers, and increasing sales focus on audience targeting as ways to begin filling the gap between fluctuating demand and record levels of inventory.
While much still remains to be seen as time progresses and our global state of affairs continues to unfold, there is one thing that is clear. We’re better at navigating the unknown together. If you’d like more insights into how publishers are reacting, you can download the full findings of the short, global study we conducted between April 2, 2020 and April 9, 2020 here. We’re also continuing to update Ignite with the latest and most relevant trends we’re seeing on the buy and sell sides.
Many thanks to all of our publishers who helped make this survey possible. We appreciate you sharing your insights with us.
This article was written by Bethany Lechner, product marketing manager at SpotX