{"id":301082,"date":"2020-04-24T04:00:00","date_gmt":"2020-04-24T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-perspective-on-the-ipa-bellwether-report-and-digital-trends\/"},"modified":"2023-07-27T09:40:32","modified_gmt":"2023-07-27T09:40:32","slug":"ias-perspective-on-the-ipa-bellwether-report-and-digital-trends","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ias-perspective-on-the-ipa-bellwether-report-and-digital-trends\/","title":{"rendered":"IAS perspective on the IPA Bellwether Report"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">The latest <a href=\"https:\/\/ipa.co.uk\/knowledge\/publications-reports\/q1-2020-bellwether-report\">IPA Bellwether Report<\/a> has launched, capturing data from the first quarter of 2020 and giving a perspective on digital trends. Potentially one of the most turbulent times for media and digital, the results were, unsurprisingly, very different to previous quarters.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The impact of COVID-19 led to cuts to all forms of marketing activity in the UK, <strong>dropping 6.1% overall<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A net balance of <strong>-6.1% of companies<\/strong> revised their total marketing budgets lower between 2nd &#8211; 27th March, a notable swing from the final quarter of 2019, where the net balance stood at 4%. In March, 25% of panel members recorded a budget cut and <strong>18.9% signalled growth<\/strong><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">However, whilst adspend was forecast to shrink for the remainder of 2020, a recovery next year is expected, with a net balance of <strong>+16.2% of respondents<\/strong> expecting higher spending over the next 12 months.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><strong>Nick Morley, managing director, EMEA, at Integral Ad Science<\/strong>, said in response to the data:\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cThe Q1 2020 IPA Bellwether Report indicates an unsurprising downturn due to marketing budget cuts sparked by COVID-19. As an industry, we have a responsibility to support marketers in every sense: with empathy, support, thought leadership, data, guidance, and real solutions to problems.\u00a0<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">\u201cIt was positive to see the optimism within the IPA report regarding the UK economy, however, with many expecting a full recovery during the coming financial year. Now really is the time to pull together, work directly with industry bodies and governments to find solutions at a time where technology can be used for the greater good.\u201d<\/span><\/i><\/p>\n<h4><b>What can you do?<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><b>Twice before pulling spend<\/b><span style=\"font-weight: 400;\">. The <\/span><a href=\"\/uk\/insider\/ias-update-covid-19-keyword-blocking\/\"><span style=\"font-weight: 400;\">government themselves<\/span><\/a><span style=\"font-weight: 400;\"> have deemed UK publishers as a fourth emergency service during this pandemic and it is important the whole digital ecosystem continues to support this industry area.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Consider suitability.<\/b><span style=\"font-weight: 400;\"> Throughout this contextually sensitive situation, keep brand safety and suitability at the forefront of your minds. Instead of a broad application of keyword blocking, take a more pragmatic approach, with the consideration that not all COVID-19 content should be deemed unsuitable. Check our <\/span><a href=\"\/uk\/insider\/ias-update-covid-19-keyword-blocking\/\"><span style=\"font-weight: 400;\">COVID Brand Suitability Guide<\/span><\/a><span style=\"font-weight: 400;\"> for the latest advice.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Contextual technology.<\/b><span style=\"font-weight: 400;\"> Publishers should <\/span><a href=\"\/uk\/insider\/keyword-blocking-and-covid-19\/\"><span style=\"font-weight: 400;\">leverage technology<\/span><\/a><span style=\"font-weight: 400;\"> that provides necessary page-level analysis of context and sentiment can minimise media wastage and maximise yield amid increased site traffic, ensuring that ads are matched and less likely to be blocked.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The latest IPA Bellwether Report has launched, capturing data from the first quarter of 2020 and giving a perspective on digital trends. Potentially one of the most turbulent times for media and digital, the results were, unsurprisingly, very different to&#8230;<\/p>\n","protected":false},"author":22,"featured_media":296325,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[290],"tags":[],"class_list":["post-301082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>IAS perspective on the IPA Bellwether Report and digital trends<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/ias-perspective-on-the-ipa-bellwether-report-and-digital-trends\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS perspective on the IPA Bellwether Report\" \/>\n<meta property=\"og:description\" content=\"The latest IPA Bellwether Report has launched, capturing data from the first quarter of 2020 and giving a perspective on digital trends. 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