Admixer - with offices in Ukraine, Moldova, Belarus, Georgia and Kazakhstan - conducted a study to assess the impact of the COVID-19 pandemic and the economic crisis on advertising budgets in the CEE region. Admixer shared the report on its website.

On June 30, the company conducted a survey of brands, advertisers, advertising agencies and technology providers for launching digital ads that operate in Ukraine, Belarus, Moldova, Kazakhstan and Georgia. 61 companies took part in the survey: 24 advertising agencies, 23 brands and 13 adtech companies.

The study found that the region's advertisers were less affected by the crisis than ad agencies. 52% of brands believe ad budgets will bounce back or exceed projected numbers in the 3rd quarter.

Executive summary:
1. The advertisers were less affected by the crisis than the ad agencies. In addition, brand marketers expect are a lot more positive about Q3 – 52% believe that the ad budgets will be back to normal or exceed the expectations.
2. Most brands and agencies cut their media spend on all channels, except social media.
3. The ad agencies were hit the hardest with 90% of them cutting budgets during Q2.
4. 50% of the advertisers surveyed were slightly affected by the crisis. 30% of them even increased their ad spend as compared with the plans.
5. Around 70% of brands changed their ad messages and tactics (including targeting and content type) due to the COVID-19 crisis.
6. Performance and cause-related marketing are on the rise, while brand and PR activities are diminished.
7. Mobile/tablet targeting and local geotargeting will prevail.

The entire report can be found at blog.admixer.com