Programmatic Ad Spend Increasing: Three Strategies for Marketers During COVID-19 Recovery

Posted on by Chief Marketer Staff

Programmatic advertising spend has begun to show gradual signs of recovery, with overall spend rising 14 percent in May, according to AdExchanger. Though it’s clear that programmatic is not back to the level it was before the COVID-19 pandemic, an increase in spend has been consistent over the past couple of months. Digital ad spend in May declined 9 percent year-over-year, for instance, compared to the 34 percent decline that occurred in March. Moreover, travel and automotive—industries that had significantly cut back on ad spend—are slightly rebounding as well.

However, a return to normal isn’t quite here yet. And brand marketers engaging in programmatic media buying will likely need to continue to employ lessons learned from the crisis well into its recovery, says Peer39 CEO Mario Diez in a piece for AdExchanger. He recommends that marketers pay particular attention to three things: contingency planning, creative messaging and regional sentiment.

Even while communities across the United States begin to reopen, the unpredictability of the pandemic means that stay-at-home orders could be re-implemented in the future. So, media buys need to have back-up plans and potentially shift creative in order to avoid appearing tone deaf. Creative messaging will also need to continue during this time, particularly since different communities will be experiencing the reopening of businesses and a change in purchasing habits in various ways. Lastly, geographic data will become more important because brands may want to deploy messaging that coincides with the sentiment held by specific geographies. For a deeper dive, read more in AdExchanger.

Other articles you might enjoy:



Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…


PRO Awards


Join your industry peers for a fast-paced afternoon of inspired conversations led by industry leaders and live celebrations as we announce the winners of the 2021 PRO Awards. Click here to register.


CM 200

Click here to sign up for more information on the 2022 CM200 call for entries and to view the CM 200 2021 List.