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    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

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    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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  • News
    Goodvertising-naslovnica

    Announcing the 10 winners of the Goodvertising Awards 2020 – recognising the greatest and most impactful campaigns

    white-squa-naslovnica

    WHITE SQUARE ADVERTISING FESTIVAL. IT’S TIME!

    30-godina-naslovnica

    30 Years of Experience

    influenceri-naslovnica

    Influencing the influencers

    plaktivat-naslovnica

    The 13th Plaktivat competition on the topic of Solidarity is open

    revolver-naslovnica

    REVOLVER signs four new international directors

  • Weekly topic
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Interview
    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

    Ogilvy Social.Lab NASLOVNA

    Exclusive: Media Marketing declares Diego Maradona tribute – the video of the year! This is the interview with the team who made everything happen in only five days!

    intervju-naslovnicaa

    Aleksandra Dilevska: The CORONA Crisis has forced us to show our true mettle and take a leap into the future

    steven-farell-naslovnica-nova

    Stephen Farrell: The influencer industry is over saturated and lacks diversity

    Neli Angelova: Corporate social responsibility is no longer a trend, but reality

  • Opinion
    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

    Pripravljeni na vse, kar sledi

  • Diary

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Young Leaders

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • 3 questions
    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

    Three questions for Philippe Paget, AdForum: PHNX is encouraging the industry to “rise and shine”

    Three questions for Saša Leben: Foundation for development of Formitas in the future will continue to be its essence of today – strategic know-how and brand

    Three questions for Tiffany Rolfe, Executive Vice President and Chief Creative Officer, R/GA, USA

  • WOMANCOMM
    nastja-naslovna-2-min

    Nastja Mulej: The time has come for women to show what they’ve got!

    Maja Kolarić: One of the beauties of art is how it can imbue a city with global spirit

    7 Notable Women in Advertising

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Home Opinion

I want to break free! How are COVID ads effectively resonating?

The solution is a strong ad creative. A strong creative is four times more important than your media plan when it comes to generating sales, and it’s five times more important than targeting when it comes to determining whether your ad will be seen. 

11/05/2020
in Featured, Opinion
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By Martin Broad, Head of Ad Intel Insight, International Media and Cathy Heeley, Media Analytics Leader, International Media

As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical. The increasing rate of media consumption during the pandemic has been game-changing for marketers, but how can an ad creative break free from the volume of content, especially when reaching and connecting with the consumer is more difficult than ever? In fact prior to COVID-19, 40% of demographic targeting did not reach the intended audience, 50% of impressions were not viewable and 20% of campaigns were not noticed.

The solution is a strong ad creative. A strong creative is four times more important than your media plan when it comes to generating sales, and it’s five times more important than targeting when it comes to determining whether your ad will be seen.

Real-world environment testing of ad creatives allow marketers to determine if the campaign is:

  • Likable: Do consumers like the ad and how do they react?
  • Engaging: Does the ad creative tell consumers something new and do they want to find out more?
  • Identifiable: Is it clear who the ad is for?
  • Clear: How would consumers describe the ad? Does the ad communicate the campaign message well?
  • Memorable: Can consumers recall your ad?
  • At an optimal frequency: What is the right frequency of exposure to maximise your advertising dollars?

Advertising activity around COVID-19 has increased rapidly – of all monitored ads that mentioned COVID-19 during Q1 2020, around 90% occurred in the last three weeks of March, with more occurring each week in April. Multiple European markets including Germany, UK, Italy and Spain are leading the charge, particularly through finance, telecoms and supermarket ads.

But how best to cut through the noise of COVID-19 ads and create something truly worthwhile? Authenticity – right now the most important thing is to build the voice of your brand by showing empathy, and sharing how your brand is supporting the communities it’s based in. The most effective ads are created tastefully and share one of five common trends we are seeing around the world.

CHARITABLE RELIEF

Personifying the mentality that it will take a community to overcome this pandemic, many brands are putting their money where their mouth is and showing how they are doing their part. For example, Unilever has committed to donating €100 million worth of hand sanitiser, soap, bleach and food in its Dove Instagram campaign. Elsewhere, Budweiser also pledged to donate $5 million of its sports spending toward partnerships with the Red Cross, including the repurposing of stadiums as blood donation centres, communicated via U.S. TV activity.

SUPPORTING HEALTH INSTITUTIONS AND WORKERS

All over the world, there is unwavering gratitude to those who work in health care, often putting their own lives in danger to support the sick. In the U.K., food restaurants (such as McDonald’s, Domino’s Pizza and Burger King) and transportation firms (including Uber, Gett and Europcar) have shown National Health Service (NHS) support by donating goods or services or simply sharing a thank you message. The trend is also seen globally – in China, electric car manufacturer BYD is making face masks for health care professionals, while in France, Louis Vuitton has updated its production lines to help manufacture hand sanitizer rather than luxury products, in a bid to help ease the strain put on the sector.

BRANDS DOING THEIR PART TO ENCOURAGE SOCIAL DISTANCING

Social distancing is onerous mentally, but critical to stopping the spread – brands around the world are helping to communicate and reinforce governmental messages around the importance of keeping distant. The most immediate visual application of this has been an update of logos and livery (an eye-catching if relatively commitment-free tactic), but brands are also ploughing investment into ATL campaigns reiterating key distancing measures and emphasising their importance.

MAKING THE MOST OUT OF A BAD SITUATION

The very nature of self-isolation has meant that brands in certain categories have found themselves at a bittersweet advantage. COVID-19 has seen an influx of consumers using food delivery services, and brands like Pick n Pay in South Africa are using consumer-fronted communications to share a philanthropic note on the importance of not over-ordering. Meanwhile, DoorDash in the U.S. featured a similar strategy to remind consumers to support local businesses.

SECURITY AND FLEXIBILITY

In an effort to provide customers with some financial stability during the COVID-19 crisis, financial institutions have introduced greater flexibility when it comes to repayments and borrowing. Initiatives to support business and personal banking customers include an interest-free “buffer” overdraft, mortgage payment holidays, higher contactless limits and lower interest rates on business loans. While these particular tools are specific to finance, the ability to offer security and flexibility is relevant to all.

Tags: Ad Intel InsightInternational Media
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