Advertising during the current crisis can allow brands to reach larger audiences at reduced costs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 15, 2020, 1:31 PM UTC

Businesses should be cautious about the impact of the pandemic and the lockdown on consumer behaviour.

With people increasingly depending on the internet to cope with the crisis digital media usage, especially on social platforms like Facebook and YouTube, is reaching an all-time high. A Kantar study revealed that most people think businesses should continue to advertise during this pandemic.

Despite people willing to see brands adverts, the Interactive Advertising Bureau found one in four media buyers and brands have paused all advertising for the first half of 2020. This means that while “Usage is up, advertiser competition is down.”

The author contends brands should leverage this opportunity to reach wider audiences in reduced advertising costs. While being careful about consumer sentiments, brands should look to push their branding campaigns.

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