Every day we talk about the increased consumption of digital media, the enormous traffic of domestic web portals, the explosion of communication on social networks.
We need to find a way to use this level of consumption to our advantage. It is imperative that we review every segment of our business and try to answer the question of where and how we help our customers at this time when everyone is isolated and scared. We need to be prepared to change our product or service so that we are at your service at this difficult time. And we should talk about it. Wondering why?
What should be an indication of what we should be doing is from AAAA (American Advertising Agency Association) research that says as many as 56% of consumers want to hear how brands are helping the community at the moment. At the same time, as many as 43% of consumers respond positively to the communication of brands they know and trust. And only 15% of consumers are not interested in brand communication in this situation. At the same time, according to Ace Metrix, 42% of users have no problem using the corona virus in ads, while 44% say it depends on the brand or message the ad sends. A good example of using the current situation in advertising is the Guiness video for St.Patricks Day
(embed) https://www.youtube.com/watch?v=GWVW5p62sO8 (/ embed)
Or the Ford campaign
(embed) https://www.youtube.com/watch?v=sCAkKI2dwhs (/ embed)
It is not necessary to be a genius so figure out who will profit in this situation. All companies that are able to offer their customers products and services that do not require going to the shops are on horseback. Maybe this is the moment that e-commerce finally reaches its full potential in Serbia, that people get used to buying and ordering online, and that the banking market enables new forms of distance payment. We are witnessing how the world's giants adapt to this situation. Amazon has announced the hiring of an additional 100,000 warehouse and delivery workers to prepare for the expansion of its online business. Netflix will double its growth this year over the plan. We have the opportunity to see fantastic campaigns by McDonalds, Coca Cola and Burger King brands that have used the pandemic to market creative solutions.
What has been a particular challenge for us as an agency is adapting to telework. And what we have all found together over the past ten days is that there are a number of great tools that allow us to be as efficient from our living room as we are in the office. Starting with globally standard tools like MS Teams, Skype or Zoom all the way to the local Active Collab favorites, which allowed everyone free 90 days of using their service. I am really surprised at the speed and ease with which our agency has adapted to working remotely, and I believe that a good deal of work is even easier to do this way.
At the same time, while making sure our team was safe, we did not stop taking care of our clients and their needs. Especially in terms of brand safety required. We have had to adapt our existing procedures and tools to the new situation, in which we also have to take into account the needs of clients who need to place their advertising on content that is not related to the corona virus. This turned out to be particularly challenging, as the vast majority of content is directly or indirectly related to the virus, literally across all websites and all categories. We managed to address this requirement by shutting down the FB Audience network, creating and implementing negative keyword lists and topics on Google Ads, and by specifically filtering pages on domestic publishers. In short, not only have we completely isolated the team, but we are able to offer our clients complete isolation of the ads from the virus corona, in accordance with the recommendations of the competent.
However, I must emphasize here that I do not think that the appearance of brands within the content related to the corona virus is fundamentally problematic, for several reasons. First, the vast majority of content consumed today is precisely from this category, and for this reason, I think it is not perceived by users as particularly problematic, as shown by the data we discussed in the second paragraph. Secondly, this content is consumed with the utmost care and is spent the most time on these pages, which guarantees greater ad visibility and therefore better campaign performance. Third, by placing ads on this content, we help publishers create relevant content and provide the right information regarding the virus, which can mean a lot. You can read more about this in an article written by David Cohen, President of IAB USA.
Ultimately, what is inevitable is that this kind of situation will change the market for all time. Starting from the fact that brands will realize the benefits of a constant presence in the media, through the promotion and transformation of products and services, until the companies realize that teleworking is a real possibility.
This is not the first crisis we face and I believe that together we will emerge stronger.
By Igor Chernyshevski, Head of Digital, DIRECT MEDIA United Solutions