Coronavirus & Advertising [REPORT]
In just a week’s time, the Coronavirus pandemic has completely upended the globe. It has had substantial effects on people’s lives and livelihoods, and it has entirely transformed the way companies do business. In the advertising industry, we’ve all felt the immediate effects: Cancelled events, meetings and business trips. Work-from-home mandates that include hunkering down inside our houses and apartments alongside our entire families. And yes, even paused and pulled advertising campaigns.
In this research we explore consumers’media consumption habits during the outbreak of coronavirus. We dig deeper into what media people are consuming more of (and plan to continue after the crisis ends), what sources of information they find most trustworthy generally and on social media, whattheywant to see more of in news coverage, their willingness to pay for trustworthy information, and what they expect from sports leagues at this time.
BOTTOM LINE: Following the onset of Covid-19, it has not been surprising to see the strength in eCommerce, but what has caught us by greater surprise has been the boon lower priced media – particularly on FB – has been toward that acceleration. We have spoken to several agencies that are focused on the DTC-native eCommerce segment. Their advertisers indicated that beginning early/mid April, they were seeing multiple successive days of record spend at prices down 30-40% post-Covid vs pre-Covid. Beyond the benefits of lower eCPMs, this has been accompanied by higher conversion rates as well – driving record ROAS for this cohort of advertisers. We have not touched base with any gaming advertisers, but based on FB’s comments on their 1Q20 eps call, suspect this is likely driving a further boom. Notably, we have heard about pricing increases though early May on FB in the HSD/LDD range, though pacing still well below pre-Covid 19 levels. Our interpretation is this is more a reflection of firming up of the auction at FB, though it is having a slight negative impact on this cohorts’ ROAS.
For much of our industry’s history, market researchers have used intentional questioning to generate structured data to derive insights from, but as technology has grown in its ubiquity, we’ve gained access to new unstructured data sources and the resources to turn this messy data into insights. by Kyle Findlay – Senior Data Science Director (Innovation) / Kantar
It’s not easy to find candidates for advertising, media, and marketing roles that have all the desired skills.
Marketers have observed the rapid changes in consumers’ behavior throughout the coronavirus pandemic, because of the health effects, social distancing and physical store closures. Online purchasing has sped up. Contactless payment and new safety protocols for stores that do remain open are on the rise. Work-at-home arrangements and home confinement made broadband more essential for many households, and prompted faster adoption of certain digital platforms
People talk about coming out “on the other side” of this crisis, but that’s an ambiguous destination that we may not recognize until we’ve already been there for some time. What if the other side is months out, years even? What do we do until then? When we get there, what will your agency look like? by Mark Duval / The Duval Partnership
Governments around the world are edging toward plans to exit mass population lockdowns, albeit at different speeds and in different ways, but the persistent questions for business are around what the future holds and how it should be navigated.
Andy Lack is leaving. And, the top executive overseeing NBCUniversal Telemundo Enterprises is taking over his role as part of a wholesale restructuring. By Adam Jacobson – Editor in Chief / Radio +TV Business Report
The spread of coronavirus is leaving a wide swath of economic damage in its wake. Our initial analysis, conducted at the beginning of April, examined the impact at the state, national, and occupational level. We estimated that in the shutdown phase alone, up to 53 million US jobs were vulnerable—a term we use to encompass permanent layoffs, temporary furloughs, or reductions in hours and pay.
The U.S. Census Bureau released new tables from the 2019 Current Population Survey Annual Social and Economic Supplement.
Join us as we hear recent research findings, insights and perspective from Pete Lerma and Quim Gil from LERMA about how COVID-19 is affecting the Hispanic community—and how brands should respond during this time.
4A’s Research surveyed 1000 consumers on April 2, 2020 using Suzy, a real-time market research platform, to understand how purchasing habits are evolving as consumers become more accustomed to staying at home. We also wanted to gauge the level of importance consumers are placing on staying home and social distancing during COVID-19. By Stacie Calabrese, VP, 4A’s Research and Christine Pelosi, Information Specialist, 4A’s Research.
We review changes relevant to marketers that will occur as the coronavirus crisis evolves. We specifically consider new ways consumers will spend time, how they will change media consumption and how B2B marketing will evolve.
