Maintaining closeness with consumers amid social distancing will mean changing your media mix
Social distancing is necessary. Self-isolation and quarantining are common. And working from home is the new normal. McCann’s Emma Black and George Groves analyse the performance of various media channels over the past month to illustrate where ad dollars are working hardest during this crisis.
Over the past few days, we have been gauging the role of paid media and its ability to support brands to connect with consumers in the middle of COVID-19.
Consumers are, and will continue to, spend more time inside. And, accordingly, the way consumers interact with media channels will change, adapting to these different lifestyles.
Brands considering the reduction, or removal, of all paid media during this period of uncertainty should look back at 2008’s global financial crisis. A heavy-handed approach to scaling down activity only resulted in long-term damage for brands.
Excellent research Emma and George!
Refreshing to have some sensible and actionable analysis at this time.
Greatly appreciated and would be good to see more as all of this unfolds.
Thanks – we’re posting updates every Tuesday on our LinkedIn page if you want to stay up to date.
It would be good to see more of this and I guess data behind the obvious is a good thing but…
So, the conclusion is; more time people spend at home = more time on electronic and digital and more time in social therefore chase the numbers and use these platforms more. I’d love you to take it a little further.
In China they cancelled all new movie releases for LNY except one movie that released on TikTok – wow! stay tuned for what that might do for distribution given Tencent produce so many movies now.
Alibaba was catapulted to stardom by SARs…interesting thought for your ecommerce capabilities
and sadly, will this be just too great a cultural shift in media consumption habits for some printed metros to withstand?
My assumption at the moment is that we probably won’t see innovations in content delivery in Australia given streaming platforms are being asked to reduce their quality to ease up on bandwidth. (However will be delighted to be proved wrong!)
While we’re looking at where eyeballs (and ad impressions) are moving, there’s always an extra layer of analysis for each brand to make sensible decisions with their media. Native is seeing by far the biggest jumps across the board but obviously isn’t right for every single brand out there.