COVID-19 Resources

COVID 19 IMPACT ON STRATEGY AND DIGITAL INVESTMENT SURVEY RESULTS

Tue, 21 Apr 2020

The IAB New Zealand has today released the results of a survey of over 100 Agency and
Advertiser members and key stakeholders providing insights into the impact of COVID-19 on
strategy and digital investment. Non-essential businesses represented 76% of the
respondents.

Almost two-thirds of those surveyed describe their business in its current state as ‘Pivoting:
Changing the business or media strategy based on the market and consumer insight’.
Almost half of those surveyed are reviewing their business strategy weekly and a quarter
when major announcements are made, and this result is similar for media strategy.
Whilst the survey indicates that total media/advertising budgets have been impacted, digital
budgets appear to be slightly less affected.

Respondents indicated that their business strategy is up for review post-COVID-19, with
80% confirming this, and of these respondents, 77% are anticipating the change in business
strategy to lean further into e-commerce or data-led strategies.

An extended copy of the IAB NEW ZEALAND: COVID-19 IMPACT ON STRATEGY AND
DIGITAL INVESTMENT SURVEY is available for members at here

For further information contact Gill Stewart, CEO, IABNZ
[email protected] (021) 278 9199

DOWNLOAD: COVID19 IMPACT ON STRATEGY AND DIGITAL INVESTMENT SURVEY FULL INFOGRAPHIC