Marketing in the COVID-19 crisis

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

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Why it matters

The situation for many brands is complex: consumer buying habits for many categories are dramatically changing, production and retail supply chains are in flux, meaning that agile media planning, scheduling and content selection is essential in this new environment.

Takeaways

  • There will be some short-term relief to TV inflation which has impacted advertisers over the last 24 months, and brands will see offers to carry short term investment from sales houses.
  • Digital buying is primarily done programmatically, and run by lean teams with tight deadlines, so any resourcing issues due to sickness could impact advertising opportunities.
  • The short-term impact on OOH advertising could be significant. There will additional free-of-space available. Advertisers can cap what they are prepared to pay for if buying impressions.