, many only paused spending for a short time before resuming. Of the 46% of IAB respondents that said they pulled social media ad placements this year, 42% said they paused temporarily, and only 4% canceled their social advertising altogether.
No matter how concerned they are, most advertisers—especially the multitude of small and medium-sized businesses forced to digitize amid lockdowns—can't afford to pull spend for too long.
But as the economy rebounds, we may see large brand advertisers pivot to connected . CTV offers a promising alternative for brand advertisers: Respondents to the IAB survey expected to increase CTV spend by 19%. CTV's similarity to TV advertising, lack of user-generated content, and programmatic capabilities make it increasingly attractive for primarily brand-focused advertisers like The Coca-Cola Co. or Starbucks.
That's not to say social will experience a downturn—the long tail of SMBs using social is only growing as more businesses digitize, and those businesses will likely continue to advertise on social regardless of brand safety concerns because of the high reach and low prices. But larger brand advertisers that can afford to decrease their social presence continue doing so as concerns about user-generated content mount.
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