Even as Madison Avenue's major ad forecasters begin reassessing their outlooks to factor the impact the Coronavirus outbreak is having on the media marketplace, a major Wall Street securities firm this morning is lowering the outlook for travel ad spending, which at $20 billion currently is the sixth-largest online ad category.
"Travel is also the most search-heavy ad vertical at approximately 54% of total digital ads spent on search vs. 42% for all industries combined," Needham analyst Laura Martin writes, adding that she is lowering her first-quarter search travel ad-spending estimate down by $1 billion and her second-quarter estimate down by $3 billion, "owing to COVID-19."
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Earlier this week, GroupM issued a report indicating tremendous uncertainty for the Coronavirus' impact on advertising, but did not revise its official forecasts.
Publicis' Zenith unit also indicated it was poised to issue a downward revision due to its impact.