As the pandemic takes its toll on live sporting events, fans across the country are eagerly anticipating the return of the beautiful game to their screens.
Online audiences are soaring but Covid-19 keyword-blocking has kept advertisers away from them. Peter Wallace, Managing Director for EMEA at GumGum, outlines how contextual analysis tech can refine the search for safe content.
Personal values form the lens through which consumers view the world. They reflect consumers’ priorities, they guide how decisions, and actions. For all these reasons, an understanding of consumers’ values is critical for savvy marketers.
The global pandemic continues to affect businesses across all sectors – and it’s likely to continue well into 2021 – so it’s vital brands take this time to make the necessary adjustments to meet the future needs of the consumer.
While there is no blueprint drafted for this crisis, as a sales leader, my priority lies in helping our people manage through this uncertain time so they can be helpful to their families while at the same time keeping our business moving forward.
As TikTok continues to explore the ways in which brands can advertise and engage with fans, we believe there are several reasons why advertising or delivering content on this platform is something brands should be doing.
Compared to half of the respondents that are okay with brands running “normal” advertising campaigns not linked to the pandemic, about 20 percent expressed disapproval of these campaigns.
These changes can and should be taken into consideration as the world gradually reopens in 2020. We will have to press “play”, but we should plan for a different version of the movie than the one we expected.
A Kantar study of food delivery advertising during February 2-April 11 shows ad spend in the category at $269 million, down just over 5 percent compared to the same time frame in 2019. Despite the modest decline, a handful of food delivery brands actually upped their ad spend during coronavirus.
In the age of value-motivated boycotts, contagious Twitter rants, and radical transparency, many brands are rightfully fearful to wade into the murky waters of politics. The unfortunate truth, however, is that brands must be prepared to participate in the political conversation.
Many businesses, both small and large, will inevitably fail to emerge from this prolonged deep freeze. While there are purely financial reasons—cash on hand and access to capita—why some will emerge while others remain on ice, there is a less obvious key.
COVID-19 is showing us firsthand how global matters become local matters, impacting everything from financial markets to local choices on how people do their jobs or how they pack their pantries, and how to live in a community while maintaining social distance from each other.