How Advertising Has Changed Because Of The Pandemic
Advertising is a powerful marketing tool. Any brand that aims to reap profits in the market needs to advertise its products. The coronavirus outbreak has changed the trends in the ad game. Click here to discover to what extent advertising has changed because of the pandemic.
Advertisement is done for the three following reasons-
- Increasing Sales
- Building Loyalty
- Driving Customer Engagement
Print advertisements have witnessed a dramatic fall in the pandemic situation. On the other hand, electronic advertising is relatively more in demand. Consumer behavior has undergone a dramatic change during the lockdown. This evolving preference of the masses has left its mark on the ad industry. Veteran advertisers feel that this transformation of advertisements is here to stay for the long-term.
Now, let us find out what changes advertising has undergone because of the pandemic.
The Popularity of Video Streaming
In the current situation, people are spending more time at home. However, they seem to be more interested in the OTT platform than in regular television shows. Digital media targets a tailor-made section of the audience. TV viewing has undergone a drastic transformation, as people prefer viewing their Netflix or Amazon Subscription over traditional television.
Smartphones have taken over televisions. In tandem, ad-supported streaming video services have become more popular than ads meant for traditional televisions.
The advertisers need to keep up with global trends. They are preparing such ads that can be easily viewed on the digital platform.
The digital platform has suffered less as compared to its competitors in the advertising ecosystem. So, fewer ads are being shot for the television and more for the digital platform.
Even senior citizens have started spending a lot of time on the internet during the lockdown. So, the audience base of digital media has drastically increased.
The digital ads are empowered to collect behavioral data during the current pandemic situation. So, they analyze consumer behavior and preference. Hence, they have a competitive edge over other platforms. Many offline channels are also shifting base.
Cost Of Advertising Has Changed
The advertisement industry is struggling amidst the lockdown. Increased use of social media platforms has resulted in a decrease in expenditure on traditional advertisements like distributing pamphlets, painting ads on billboards etc. Digital ads are a cost-effective method of advertising. A greater understanding of consumer preference leads to investment in popular ad types.
Helps Prepare Consumers For Reality
In the current scenario, the advertisements that convey a social message are garnering more popularity. The brands need to send out relevant messages for their target audience.
One-third of consumers want the brands to convey socially relevant messages for motivating the masses during the pandemic situation. Such ads containing social messages prepare people for the lockdown.
The advertisements need to be planned in a socially appropriate way, as per the need of the hour. The ad agencies need to unleash their creativity to stay in the market. The pandemic is no excuse to serve customers with mediocre work.
Adjusting To The New Normal
The entire world is operating in a new and different way since the pandemic. Advertisers need to plan out their ads in a way that preaches the “new normal” methods. For example, they need to stress social distancing and cleanliness. Many food delivery and eCommerce related ads now show that they offer “no-contact delivery” in their ads.
The airline’s ads are incorporating the new protocols of passenger safety in their new ads. The ads need to be aligned with the requirements of the consumers. Their needs are likely to vary in these trying times. So, the advertisements should be designed carefully, so that they may adjust to the new normal.
Optimism is the key to this new normal. It is a vital element to capture the demand in the market. Opportunity lies in the middle of a crisis, like a pearl embedded among shells. The pandemic has made brands realize that they need to seize the opportunity.
Minimization Is The Key To Success
Currently, investing a lump sum amount in advertisements is nearly impossible. Almost everyone is suffering from a shortage of resources. Under normal situations, advertisements are glittery, star-studded affairs to attract the attention of the customers.
Now, it is imperative to curtail expenses whenever required. Excessive expenditure on a glamorous backdrop, fees of the superstars, at this point in time may lead to negative publicity of the brand. It may also give out vibes that the brand doesn’t care about the financial crunch affecting the global economy.
Stick To The Element Of Truth
All advertisements these days generally have an element of the truth. This pandemic state has given rise to a panic situation. So, governments worldwide are banning any ad that may remotely be perceived as a cause to trigger a widespread panic situation.
Within a few months, Facebook removed more than seven million ads earmarked for conspiracy marketing about COVID-19. In May, Facebook restricted promoting products like disinfectant cleaners. This particular ban was lifted in September.
Several online ad spaces are removing misleading information that may be detrimental to the overall well-being of people. Even if the advertisement is not promoting anything related to the pandemic, it will get banned if it hurts people’s sentiment. Many ad agencies exaggerate the virtues of their products in advertisements. Agencies need to understand that now is not the right time for exaggeration.
This year has shown how critical out-of-the-box strategies are for ad agencies. The common textbook-specific marketing strategies are no longer going to work. The advertisers need to frame a few innovative digital marketing strategies. Such strategies ensure that the business booms.
Customers are now demanding that companies should employ customer engagement tactics in response to the pandemic. Research shows that one-third of ad customers have canceled their campaign plans, due to the disruptions caused by this pandemic. Hence, it is important to step out of your comfort zone and embrace the new normal way of advertising.