The coronavirus crisis has turned the entire online media ecosystem upside down. The effects of the crisis and the stoppage in advertising investment have reached all players and all areas. In fact, not even weight players like Google have been immune to the situation and they are also seeing how their data for the year will be a little worse than expected.For online media, the situation has been especially difficult. In Spain, for example, some media have had to make ERTEs and cuts in order to survive the crisis. Studies have been making it clear that investment has fallen, but also that prices have. The average price of CPM has fallen since the crisis began and most of the media have registered these decreases in their advertising prices. The online media do not, in fact, expect normality to return until at least 2021.But the problems are not caused solely by falling prices or by the fact that investments are being frozen or readjusted.
What happens when advertising Guadeloupe Email List is finally purchased and campaigns are launched is also problematic.The precariousness that the health crisis and its consequences have brought to the advertising market implies that the media are facing payment problems. It is not that they are not going to pay them, true, but they are going to do it much more late, which creates serious problems in their accounting and operations.As a Digiday study has shown , the media is seeing payments being delayed during the coronavirus crisis. 62% of those surveyed by the British media admit that they are suffering late payments. Only 38% of the participants in the study say they are not experiencing delays at all.Later paymentsIn general, delays do not exceed two weeks.
This is where the highest percentage of responses is concentrated. 25% of those surveyed point out that payments are being delayed between 1 and 15 days. Behind them are 17% who speak from 16 to 30 days, 12% who speak from 31 to 60 days, 4% who experience delays from 61 to 90 days and 5% who speak for more than 90 days.As explained from Digiday , the media have already had to face payment delays in the past and the situation is not exactly new, but the coronavirus crisis has broadened it and made it more common. This growth in setbacks is marked, they point out, by the fact that in a crisis situation advertisers want to retain their capital for as long as possible because of what may happen.
In doing so, however, they weigh down those who owe them money.The situation is not only problematic because of the effect it has on media accounts, but also because of how it affects their ability to do things, such as paying their workers. 44% of respondents acknowledge, in fact, that these late payments are creating a problem for their businesses.The media have already lowered their expectations for the second quarter of the year. 80% of those surveyed by Digi day say they foresee a worse quarter than they expected.