We hope that you found our previous discussion in Week 2 valuable and you were able to utilize some of the insights we have gathered to help you get through the weeks ahead.
If you haven’t had the chance to watch what we covered in Week 2, click here.
In Week 3, Chris and Adam continue their discussion on Advertising in the time of Coronavirus. Another 7 days, another more stringent Stage of lockdowns but balanced with the Australian government digging deeper to offer Stimulus packages for Employers and therefore keep Employees in jobs.
What further effect has this had on online advertising in the last 7 days?
What have Brands done globally in these last 7 days?
How can Brands respond in these next 7 days?
Continue reading to have these questions and more answered.
In the last 7 days, we have seen an escalation to stage 3 lockdown. This means more people are finding themselves working from home and unable to go about their usual daily lives. Government Stimulus packages and also add-ons like the ‘Job Keeper” package have helped businesses and employees to continue work, as usual, giving everyone a lot more breathing room.
We believe that we are still in the phase of reacting, however the initial shock has for the most part started to pass. Now we can expect the recovery phase to slowly begin across accounts and industries.
Search
Desktop is Back!
Watch for device shifts
Better, more thorough research
The Potential drop in CPCs
Algorithms upset by COVID
Potential to go back to Manual
Watch for conversion volumes at each stage in your Marketing Funnel
Google
Suppressing ads for anything containing COVID/Coronavirus. Or leading to LPs that propose to offer solutions.
Causing a problem for News Media – estimated $50m US lost in next 3 months
Offering free Impressions for WHO
Impressions Up
Stockpilling done
Teleconferencing/WFH still strong
Online Games, Poker
Creative Arts – painting, guitar, sewing, cooking
Wills
Impressions Down
Person Care – perfume, makeup, deodorant, toothbrush
Alarm Clocks, ties, heels, belts
AirBnB
Display
Volume = new normal?
Self isolation + WFM
More online traffic = More inventory
CPMs (Cost Per 1,000 Impressions)
Top of Funnel: CPMs down by up to 50%
MoF: CPMs down, Conv Rate down
BoF: CPMs down, Conv Rate down
Algorithm upset by CV
Potential to go back to Manual
Watch for conversion volumes at each stage in your Marketing Funnel
Production
Limit of 2 person is stopping all production
Move to Stills/Stock production
What are brands doing?
In the last 7 days, we are seeing Brands starting to ask more questions towards targeting, creatives, messaging, and also policies. Not sure how to get started?
COVID Creative: Housekeeping
Ask yourself, “Is this campaign right in a local market given the current context?
Are all of the creative elements – tone, copy, visuals, keywords, placements – appropriate and relevant to this new reality?
Welcome Bar: Share how your business is STILL doing business during COVID-19. Where/how might customers be affected? Be clear on delivery. Also share about Health & Safety initiatives – even now on packing.
Share your return policy
COVID Creative: Research
“Memes and selfies are normally frivolous and funny but it seems that in times of crisis they morph into something different.
“Getting cosy and feeling safe with our pets and the people that we are close to. “
“People love to share images of the things that are important to them. There are a while host of “new essentials” for self-isolation that people are sharing content around”
