Author: Marija Ilić, Account Director, DIRECT MEDIA United Solutions
Even at a time of such great uncertainty over so many issues, some things remain certain, including that the DM team, working from home, will continue to follow carefully the impact of new developments on our partners’ and their business. Moving on to the next certainty: The coronavirus outbreak and spread will definitely affect the level of investment in media, but it will equally certainly bring a new, hopefully better, approach to brand advertising and communication. With changes in consumer habits, the unstable global and local economies, the knock-on effect on imports and exports, the level of stockpiles of raw materials and goods, etc., well, the forecast for the rest of 2020 is fairly murky at the moment. Despite all that, our team has managed to come up with a snap-shot of conditions in advertising and with recommendations for further brand communication.
What is happening with campaigns?
Most advertisers are still assessing resources and adapting to the situation. There has been relatively little cancellation or putting back of campaigns, so far, and most of what has happened is because of changes in stock levels or cancelled sporting and cultural events. It is obvious that campaigns in some categories, like catering and tourism, air travel, bet-shops, and similar industries, will be cancelled or put off to the second half of the year. We expect restrictions on movement and large organised gatherings to have a major impact on OOH advertising, radio and indoor advertising, and advertising in cinemas.
New consumer habits
As consumers spend more time at home, TV viewership and internet usage are rising. On average, the population spent more than 7 hours watching TV on Sunday. The ratings are rising for documentary, educational, and children’s programming, as well as for films and series. Sports programming has seen a drastic fall, because of event cancellations. No major changes have been announced to the schedule, however. Compared to early March, the consumption of internet content is up significantly, as one would expect, with website visits up 60%, user numbers up 20%, and the number of pages visited up 30%.
Brand communication
Marketing teams and agencies are clearly adapting to the “new normal.” Some brands are redirecting communication to online services and products, e.g. banks and retail generally (fashion, FMCG, electronics…), and even offering commercial incentives to jump onboard the new platforms.
Brands are also trying to be socially responsible, to use their market position and assist consumers, which keeps them in the consumer eye and associates them with a message of hope during the crisis. They are working to inform customers about hygiene and other measures that help prevent the spread of coronavirus. Tech companies and media owners are offering some services for free to help people enjoy their time at home. FMCG brands are adapting communication to new consumer habits and urging the public to stay within their family circle.
Now is a time for brands to act like good corporate citizens. That means being responsible, providing support, helping. It is a time for good deeds.
