'We're figuring it out day by day': Media faces extreme uncertainty in the wake of ad pullbacks

Media companies want to keep ad dollars in place to protect their businesses, but they also want to appease advertisers to preserve future revenue.

March 20, 2020

Media companies are hemorrhaging business as advertisers rapidly cut off spending because of the coronavirus outbreak. Read more below. Media companies want to keep ad dollars in place to protect their businesses, but they also want to appease advertisers to preserve future revenue. Managing staffers amid the pandemic is unprecedented. To get a sense of what it's like to make decisions about employees' well-being as well as take care of the business, Digiday spoke to an HR exec for an ad agency. Kids TV channels marked double-digit viewer increases this week over last. Networks will be looking to earn brand loyalty now for when the coronavirus situation normalizes and old viewing habits return. The lack of live sports in the wake of the coronavirus pandemic is pushing rights holders, sponsors and media businesses to invest in original content. Other things to know about New research finds that 1 in 150 ads served in 2019 were either dangerous or low-quality, including 29 billion malicious ads and 27.4 billion unwanted in-banner video placements. Sponsored by Confiant. Executives from Deutsch and Ciceron tell Digiday that the ad industry has gotten better at making sure brand safety and viewability are measured correctly. The bigger problem is fraud, which remains extremely difficult to assess. Sponsored by Hulu. Top Stories 'We're figuring it out day by day': Media faces extreme uncertainty in the wake of ad pullbacks Media companies want to keep ad dollars in place to protect their businesses, but they also want to appease advertisers to preserve future revenue. howdy! Coronavirus Fallout 'It's kind of like playing poker': Confessions of a HR exec on managing staffing during a crisis In the latest edition of our Confessions series, we hear from an HR exec about managing employees and business expectations during the coronavirus. Sponsored by Bannerflow Research: European marketers say creativity and ROI get a boost from in-housing A new survey of 200 European brand marketers finds that creative production usually benefits from shifting agency functions in-house. Six out of 10 senior marketers said they experienced a higher level of creativity after in-housing. Advertisement howdy! Coronavirus Fallout With schools shut, kids linear TV ratings are on the up Kids TV channels marked double-digit viewer increases this week over last. Networks will be looking to earn brand loyalty now for when the coronavirus situation normalizes and old viewing habits return. Sponsored by CafeMedia Webinar: Publisher strategies for adapting to regulations, cookie restrictions and beyond Cookies and regulations are changing the ways publishers make money from advertising, and new research finds that different-sized companies are taking different approaches. In a webinar on April 13, at 3 p.m. EST, join experts from CafeMedia, Huge and beyond as they discuss the revenue strategies that businesses must consider. howdy! Coronavirus Fallout How sports broadcasters are adapting to game cancelations The lack of live sports in the wake of the coronavirus pandemic is pushing rights holders, sponsors and media businesses to invest in original content. Advertisement Sponsored by Tubular Video: Why growing companies struggle to maintain close influencer relationships Influencer marketing hinges on close relationships. In a new video, Hero Cosmetics’ Rachel Finley explores how to maintain those partnerships even when 100 influencers becomes 1,000. howdy! DIGIDAY+ MEMBER EXCLUSIVE Just Deserts: How Augustus is building a youth-focused media brand in Saudi Arabia With Lovin Saudi and Smashi TV, Augustus is trying to build a youth-oriented media company in the fast-changing Saudi market. howdy! DIGIDAY+ MEMBER EXCLUSIVE How brands are adapting to the expectations of an increasingly vegan generation Gen Z is flocking to veganism, leaving brands selling non-animal products struggling to adapt to their expectations. All Latest Stories Attention Capital’s Joe Marchese on the crisis — and opportunity — in how we measure eyeballs on the internet Attention Capital sees an opportunity in all the bloat and fabrication behind traffic metrics on the internet. "In this world where trust is eroding, the curator brands kind of become king," said Joe Marchese, the holding company's co-founder and CEO.

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