Covid emerged in 2019, but over time it affected multiple industries including advertising.
- People do not wander or drive around as much as they used to before the advent of Covid making out-of-home advertising lose its magic.
- People are busy watching their most favorite shows on streaming platforms versus linear TV.
- Consumers choose to buy necessities from e-commerce sites.
- Offline channels are shifting to digital.
Thus, the advertising industry is finding new ways to reach out to people.
They started to maximize online advertising to execute their campaigns since there would be no point to pour in ad budgets to platforms and mediums with lesser audience.
The Coronavirus forced the advertising industry to rethink its strategies. If you are interested to know those, keep on reading.
Advertising on Social Media Platforms
Before Covid emerged, agencies include out-of-home advertising to their media mix. However, over the last two years, Covid refocused every facet of advertising from offline to digital. Due to lockdown and quarantine, people are more involved in social media and indoor activities rather than going outside.
Agencies got creative in producing ads in various social media sites. With the rise of new platforms, agencies were eager to catch up on new trends to develop a streamline campaign structure for their clients.
Advertising on E-commerce Sites
In the wake of Covid, many advertising industries turned to e-commerce sites to reach new markets. It is said that e-commerce became a norm with the emergence of Covid since people go to several apps to buy necessities.
As these platforms flourished, advertising agencies changed their methods and refocused their priorities to concentrate their efforts in building new market data.
“Consumer behavior has changed dramatically in the last two years and the market data that was being used in the past may not be significantly useful as we move forward post Covid.”
Chris Egan Roxas, XS Multimedia CEO
Advertising Industry Diverted to Streaming Services
Streaming service has also increased due to Covid. As the worldwide pandemic began in 2019, more and more people diverted on platforms such as Netflix, Youtube and Amazon Prime. The pandemic strengthened their position from just a mere ‘snackable’ product into a massive demographic consumables.
This shift in consumer behavior gave a significant margin to brands and advertising industries as they are now focused on innovating campaigns for such platforms. Though the competition has increased, several companies improved their branded contents which resulted into more reachability.
Digital Advertising and Covid
Covid has introduced digital advertising to agencies beyond so many levels. In the recent years, digital platforms were mostly propagated by big brands but now, almost all businesses including your hole in the wall bakeshop across the street utilizes digital advertising.
Not all advertising strategies are equal. Some are focused on awareness, others want to build consumer loyalty while some wants to generate sales. In a larger perspective of the advertising ecosystem, most brands today shifted to customer engagement that is streamlined into multiple campaigns.
Diversion Towards Online Advertising
It is evident that one of the significant changes in the advertising industry due to Covid is the focus on online advertisement. The online environment favors for ‘direct response’ campaigns which in effect resulted to quick purchases and direct product reviews.
This reshuffling of various markets and industries helped agencies to diversify their campaigns to tailor fit each social media platform. Strategies are clearly changing as big brands deviate their identity-based marketing into a more consumer-centric approach.
Refocusing the campaign message clearly helped brands to pulsate this new consumer behavior. They modified their campaigns by adapting to the new norm and developing new assets. These fresh strategies helped brands and advertisers achieve the same goals.
Wrap Up
The world has witnessed several changes with the emergence of Covid. Various industries were shaken up resulting to a massive market change.
As companies are looking forward into brand-building in the coming years, the advertising industry should anticipate this major change in consumer’s consumption habits. The undeniable force to rethink campaign strategies is very much crucial now than ever before.
With the fast adaptability and transformation of businesses, advertisers should keep up with this radical change.
