Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020
Characteristic
Increase
No change
Decrease
Audience targeting
38%
46%
15%
OTT/CTV device targeting
35%
50%
15%
Mobile/tablet device targeting
34%
55%
11%
Programmatic buying
29%
52%
18%
Demo targeting
28%
55%
17%
Desktop/laptop device targeting
27%
59%
14%
Local geotargeting
23%
57%
20%
News publishers and/or news content targeting
18%
55%
27%
Direct buys with premium publishers
13%
58%
30%
National geotargeting
9%
71%
20%
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Original questions: Are you making any short-term advertising TACTICAL changes as a result of Coronavirus? Please indicate whether you plan to increase, decrease or make no change regarding usage of any of the following tactics.
Citation formats
Planned changes to ad and targeting tactics due to COVID-19 in the U.S. 2020
During a March 2020 survey of media buyers and planners in the United States, gauging the impact of the coronavirus outbreak on short term advertising and targeting tactics, 38 percent of respondents said they were planning to increase their use of audience targeting and 35 percent said the same about targeting OTT and CTV devices. On the other hand 30 percent were going to decrease direct buying from premium publishers between March and June 2020. In general, 42 percent of marketers said they were planning to make changes to their advertising tactics in that time.
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IAB (U.S.). (March 27, 2020). Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). "Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020." Chart. March 27, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). (2020). Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.). "Share of Advertising Professionals Planning to Make Changes to Their Advertising and Targeting Tactics in Response to The Coronavirus Outbreak in The United States as of March 2020." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Mar 2020, /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
IAB (U.S.), Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 ÌÇÐÄÆƽâ°æ, /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/ (last visited July 21, 2026)
Share of advertising professionals planning to make changes to their advertising and targeting tactics in response to the coronavirus outbreak in the United States as of March 2020 [Graph], IAB (U.S.), March 27, 2020. [Online]. Available: /statistics/1109931/covid19-influence-on-ad-targeting-tactics-us/
