During unprecedented times, it’s critical to keep an eye on emerging data to help shine a light on the path forward.
Recently, we hosted a virtual edition of our Women in Media Meetup. This event, sponsored by AdColony, discussed the latest data coming out of COVID-19 and how it’s impacting programmatic campaigns, consumer behavior and advertiser activity.
Moderated by Nicole Perrin, Principal Analyst at eMarketer, the webinar featured leaders in the media and advertising industry, including Gabriella Aversa, Director, Strategy & Planning at AdColony, Amanda Martin, VP Enterprise Partnerships at Goodway Group, and Lauren T. Fisher, Vice President, Business Intelligence at Advertiser Perceptions.
Here are some key findings from the discussion.
To hear more from our speakers about the trends and impacts of COVID-19 on digital media, please access the webinar recording here.
The Shift in Consumer Behavior
With the population quarantined or shifting to full-time remote work, our standard behaviors have inevitably been impacted. Surveys across the industry confirm this from a general perspective. More time is spent online, watching videos and streaming media.
Taking a closer look, AdColony saw significant surges in mobile behavior, with the most noteworthy being game app downloads which increased 60% since the onset of COVID-19. Casual games, such as Fruit Ninja, as well as mobile board games, mobile card games and mobile word games, increased usage as high as 20%.
Both Aversa and Fisher emphasized that prior to COVID-19, these were behaviors typically associated with weekend-life. Now, it’s becoming a daily activity as people seek positive distractions. Brands and advertisers will need to assess if these shifts will last long term, post-pandemic in order to cater their future strategies accordingly.
COVID-19 Impact on Digital Advertising
AdColony’s recent survey found that consumers are craving continuity during this time. But with massive consumption changes and budget constraints to be mindful of, needless to say, it is challenging to be a brand in this climate.
Brands are constantly updating their messaging and the frequency in which they are targeting their audience, but struggle to determine what is even appropriate. Marketers are leaning on outside partners, such as agencies, platforms and media sellers, to provide those insights, as noted by Fisher.
From a buy-side point of view, however, Martin added that these consumption trends may not be ones advertisers can act on due to budget constraints. Increases in news website visits may not equate to a surge in news website advertising spending. Ad spending overall was down in March, and with so much uncertainty, many advertisers are needing to make decisions on a day-by-day basis as a result.
Early Signs of Recovery
Different businesses, industries and even certain products will all have different trajectories on the road to recovery. Martin pointed to Goodway Group’s data that geography will also be a key factor as some states start to reopen.
Of course, what’s really on the horizon remains unclear, but early research appears promising. Advertiser Perceptions found US marketers and agencies are planning to start re-allocating and reinvesting marketing dollars in Q3, but some – about 20% – say it could be as early as June.
Martin is already seeing some resurgences in May, but not as quickly as previously forecasted. Aversa added that in March and early April, the brand side took a dip whereas performance and DR-focused spenders grew.
While there may not be a blanket strategy for all companies to follow at this point, analyzing data sources, such as Goodway Group’s dashboard, is a good source for tracking daily changes.
- Sammy Williams, Account Supervisor