IAB Finds Most 2021 Ad Budgets Either 'Ballpark' Or Flexible

Remaining flexible and agile may be the new mantra for 2021. According to IAB’s “2021 Marketplace Outlook” report, only 10% of advertising and agency planning and buying executives say their ad budgets are firm for the entire 2021 year. Others, 39%, say they are ballpark, and 19% are flexible for 2021. The report also reveals ad budgets are predicted to increase by 6% in 2021, with most of the increase coming from digital, which is expected to rise by 14%.