IAB State-Of-Advertising Ad-Spend Covid-19 April 2020

Thank you for taking part in this IAB GCC study about the influence of COVID-19 situation on advertising dynamics and spend across the MENA region.

The length of the study is estimated at 5 minutes and collected data will be only used for statistical purposes and shared as aggregates across our membership.

Submissions will be aggregated and will not be attributed to any individual company or person.

Question Title

* 1. What best describes your job role/ title?

Client-side Marketing or Media Team

Agency Leadership

Agency Manager, Account Executive, Media Planner or Buyer

Other

Question Title

* 2. In your role, which region are you responsible for? [Please select all that applies]

MENA

GCC only

Levant only

North Africa only

Wider remit (MENAT, APAC, MEA, Global)

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* 3. What advertising categories are you responsible for? [Please select all that apply]

CPG

Retail (brick and mortar)

Automotive & Related

Education/Government/Energy

Technology and/or Telco

Retail (eCommerce)

Travel & Tourism

Restaurants & QSR

Gaming

Financial Services

Real Estate

Health/Healthcare/Pharma

Other

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* 4. Are there any short-term (March-June) advertising spend changes as a result of Covid-19?

	We’ve adjusted advertising downward by less than 30%	We’ve adjusted advertising downward by 30-49%	We’ve adjusted advertising downward between 50%-99%	All advertising is paused where possible until further notice	No	Still to be determined
June 2020 (Post Ramadan)	June 2020 (Post Ramadan) We’ve adjusted advertising downward by less than 30%	June 2020 (Post Ramadan) We’ve adjusted advertising downward by 30-49%	June 2020 (Post Ramadan) We’ve adjusted advertising downward between 50%-99%	June 2020 (Post Ramadan) All advertising is paused where possible until further notice	June 2020 (Post Ramadan) No	June 2020 (Post Ramadan) Still to be determined
May (Ramadan)	May (Ramadan) We’ve adjusted advertising downward by less than 30%	May (Ramadan) We’ve adjusted advertising downward by 30-49%	May (Ramadan) We’ve adjusted advertising downward between 50%-99%	May (Ramadan) All advertising is paused where possible until further notice	May (Ramadan) No	May (Ramadan) Still to be determined
April (before Ramadan)	April (before Ramadan) We’ve adjusted advertising downward by less than 30%	April (before Ramadan) We’ve adjusted advertising downward by 30-49%	April (before Ramadan) We’ve adjusted advertising downward between 50%-99%	April (before Ramadan) All advertising is paused where possible until further notice	April (before Ramadan) No	April (before Ramadan) Still to be determined

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* 5. For the April to June 2020 period, please provide your estimated percent change (YoY) for each media channel.

	Down by less than 30%	Down by 30-49%	Down by between 50%-99%	All advertising is paused where possible until further notice	Increase spends up to 20%	Increase spends by more than 20%	Still to be determined	Other
Digital Display \| Video \| Audio	Digital Display \| Video \| Audio Down by less than 30%	Digital Display \| Video \| Audio Down by 30-49%	Digital Display \| Video \| Audio Down by between 50%-99%	Digital Display \| Video \| Audio All advertising is paused where possible until further notice	Digital Display \| Video \| Audio Increase spends up to 20%	Digital Display \| Video \| Audio Increase spends by more than 20%	Digital Display \| Video \| Audio Still to be determined	Digital Display \| Video \| Audio Other
Social Media	Social Media Down by less than 30%	Social Media Down by 30-49%	Social Media Down by between 50%-99%	Social Media All advertising is paused where possible until further notice	Social Media Increase spends up to 20%	Social Media Increase spends by more than 20%	Social Media Still to be determined	Social Media Other
Paid Search	Paid Search Down by less than 30%	Paid Search Down by 30-49%	Paid Search Down by between 50%-99%	Paid Search All advertising is paused where possible until further notice	Paid Search Increase spends up to 20%	Paid Search Increase spends by more than 20%	Paid Search Still to be determined	Paid Search Other
Non-Digital Media	Non-Digital Media Down by less than 30%	Non-Digital Media Down by 30-49%	Non-Digital Media Down by between 50%-99%	Non-Digital Media All advertising is paused where possible until further notice	Non-Digital Media Increase spends up to 20%	Non-Digital Media Increase spends by more than 20%	Non-Digital Media Still to be determined	Non-Digital Media Other
Total All Media	Total All Media Down by less than 30%	Total All Media Down by 30-49%	Total All Media Down by between 50%-99%	Total All Media All advertising is paused where possible until further notice	Total All Media Increase spends up to 20%	Total All Media Increase spends by more than 20%	Total All Media Still to be determined	Total All Media Other

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* 6. For the July to December 2020 period, please provide your estimated percent change (YoY) for each media channel.

	Down by less than 30%	Down by 30-49%	Down by between 50%-99%	All advertising is paused where possible until further notice	Increase spends up to 20%	Increase spends by more than 20%	Still to be determined	Other
Digital Display \| Video \| Audio	Digital Display \| Video \| Audio Down by less than 30%	Digital Display \| Video \| Audio Down by 30-49%	Digital Display \| Video \| Audio Down by between 50%-99%	Digital Display \| Video \| Audio All advertising is paused where possible until further notice	Digital Display \| Video \| Audio Increase spends up to 20%	Digital Display \| Video \| Audio Increase spends by more than 20%	Digital Display \| Video \| Audio Still to be determined	Digital Display \| Video \| Audio Other
Social Media	Social Media Down by less than 30%	Social Media Down by 30-49%	Social Media Down by between 50%-99%	Social Media All advertising is paused where possible until further notice	Social Media Increase spends up to 20%	Social Media Increase spends by more than 20%	Social Media Still to be determined	Social Media Other
Paid Search	Paid Search Down by less than 30%	Paid Search Down by 30-49%	Paid Search Down by between 50%-99%	Paid Search All advertising is paused where possible until further notice	Paid Search Increase spends up to 20%	Paid Search Increase spends by more than 20%	Paid Search Still to be determined	Paid Search Other
Non-Digital Media	Non-Digital Media Down by less than 30%	Non-Digital Media Down by 30-49%	Non-Digital Media Down by between 50%-99%	Non-Digital Media All advertising is paused where possible until further notice	Non-Digital Media Increase spends up to 20%	Non-Digital Media Increase spends by more than 20%	Non-Digital Media Still to be determined	Non-Digital Media Other
Total All Media	Total All Media Down by less than 30%	Total All Media Down by 30-49%	Total All Media Down by between 50%-99%	Total All Media All advertising is paused where possible until further notice	Total All Media Increase spends up to 20%	Total All Media Increase spends by more than 20%	Total All Media Still to be determined	Total All Media Other

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* 7. Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following messaging strategies in the short-term (April through June):

	Increase	No change	Decrease
Mission-based marketing	Mission-based marketing Increase	Mission-based marketing No change	Mission-based marketing Decrease
Performance marketing	Performance marketing Increase	Performance marketing No change	Performance marketing Decrease
Cause-related marketing	Cause-related marketing Increase	Cause-related marketing No change	Cause-related marketing Decrease
Brand Equity	Brand Equity Increase	Brand Equity No change	Brand Equity Decrease

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* 8. Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following tactics

	Increase	No change	Decrease
Direct buys with premium publishers	Direct buys with premium publishers Increase	Direct buys with premium publishers No change	Direct buys with premium publishers Decrease
Contextual changes (brand safety restrictions)	Contextual changes (brand safety restrictions) Increase	Contextual changes (brand safety restrictions) No change	Contextual changes (brand safety restrictions) Decrease
News publishers and/or news content targeting	News publishers and/or news content targeting Increase	News publishers and/or news content targeting No change	News publishers and/or news content targeting Decrease
Programmatic buying	Programmatic buying Increase	Programmatic buying No change	Programmatic buying Decrease
Audience targeting	Audience targeting Increase	Audience targeting No change	Audience targeting Decrease

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* 9. What is the relative impact of the Covid-19 on the MENA advertising market vs other major events such as:

	Significantly less negative impact	Less negative impact	Same	More negative impact	Significantly more negative impact
Historically low oil prices	Historically low oil prices Significantly less negative impact	Historically low oil prices Less negative impact	Historically low oil prices Same	Historically low oil prices More negative impact	Historically low oil prices Significantly more negative impact
2008/2009 Financial Crisis	2008/2009 Financial Crisis Significantly less negative impact	2008/2009 Financial Crisis Less negative impact	2008/2009 Financial Crisis Same	2008/2009 Financial Crisis More negative impact	2008/2009 Financial Crisis Significantly more negative impact

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* 10. Finally, from your own perspective in one or a couple of sentences, what's your view on the current situation and what piece of advice you can share with brands these times?