Advertisers seem to be preparing somewhat for inflationary media markets, but that doesn’t mean it will happen this quarter.

Ruben Schreurs, comments on Digiday, saying:

“We expect significant price increases on premium digital media channels in Q4, mostly as a result of significant upper-funnel activity from large advertisers.”

He pointed to recent metrics on digital ad pricing inflation in September 2021 vs September 2020 to back his point.

The month saw a 23% average media price increase across all digital channels, with a particularly high delta of +56% on Online Video activity in September 2021 vs September 2020. “When discussing inflationary trends, it is important to distinguish between channels. And the quality of outlets within channels, as a serious shift from longtail strategies to limited targeted high-quality inventory is happening.”


Read the article in full on Digiday

First featured 11/11/2021

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