10 coronavirus recommendations for advertisers

The strict lockdown is over for the time being, but the coronavirus pandemic is still having a massive impact on our everyday lives and will most likely continue to do so for the remainder of 2020. From an economic perspective, the effects will certainly be felt beyond the current year.

It can be assumed that some changes in consumer behavior, in attitudes towards brands or even in everyday working life (e.g. working from home) will persist in the long term. What should advertisers do now?

1. renegotiate media conditions

Marketing budgets are under scrutiny and are being cut to a not inconsiderable extent. In April, the advertising market lost a good 21% of its volume compared to the previous year. This naturally changes demand on the media side and currently offers good conditions for renegotiating existing terms. In some media categories, such as out-of-home advertising, lower media performance is also currently to be expected.

You don't have to take each other's breath away, but an occupied advertising space is still better than an empty advertising space.

2. use increased efficiency in TV

TV reach is currently on the rise and the moderate price adjustments are currently leading to increased profitability. In April, advertising pressure was 20% lower on average than in the same month last year. At the same time, the advertising buzz on TV appears to be lower than in "normal" months. So if you are toying with an entry into TV communication: now would be a favorable time in the truest sense of the word.

3. ramp up auction-based digital marketing and take advantage of cost benefits

Increased digital usage has a direct impact on the pricing of auction-based advertising in the digital sector. Advertisers should therefore now increase the budget share in programmatic advertising. Due to an inventory overhang, Jom's calculations currently show an average cost reduction of 30 percent.

4. take advantage of the renaissance of desktop traffic

Many people are still working from home and will certainly be doing so even more frequently in the coming weeks and months.

The consequence: a certain renaissance of desktop traffic, especially in the early morning hours and at lunchtime. Surfing in the subway in the morning is no longer necessary, nor is the half hour of mobile traffic during the lunch break.

5. check influencer quality

Some things happen under pressure and some when you have too much time on your hands. During the lockdown, Oliver Pocher initiated an influencer discussion with a not inconsiderable reach. And it shows quite clearly that it is definitely worth looking not only at follower numbers and sales through discount codes, but also at qualitative and content-related aspects. The brand will thank you for it. Therefore: Influencer quality check, especially now.

6. adapt radio planning

Radio also tends to be one of the more popular media at the moment. But beware: drive time is currently significantly lower than usual. Radio usage times have shifted and are now more evenly distributed throughout the day. So get out your radio schedules and check the occupancy times.

7. put outdoor advertising to the test

Clearly, even if mobility is slowly increasing again, outdoor advertising is currently not achieving the usual or planned performance. It is important to take a critical look at this, especially when it comes to placements in the public transport sector. Our recommendation: optimize conditions and otherwise relocate.

8. use new value orientation for your own brand

The last few weeks have shown people what globalization can mean and how dependent we are on international flows of goods in many areas.

Regional production and value creation, the combination of economy and ecology and a clear attitude from brands to take responsibility for society now is what counts. Companies that can credibly address such issues should do so now.

9. expand regional marketing

As the saying goes: in difficult times, people move closer together. Those who can build up more proximity to people in their communication now will benefit.

And since proximity has a spatial character, it is recommended that regional communication approaches and messages be used more strongly again. Modern regional marketing is no longer just about daily newspapers and large advertising spaces. It can also be a regional spot on addressable TV or a digital mobile campaign.

10. relocate PoS marketing

The stationary point of sale is being used even more expediently than before, especially in food retail. In and out again as quickly as possible. And at a much lower frequency and increasingly at off-peak times.

Food retail delivery and pick-up services are recording high growth rates. For this reason, PoS marketing should be reduced and buying impulses provided, for example, via digital media during the evening planning time of the weekly shop.