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As Ad Spending Picks Up, Brands Need to Balance Awareness and Activation Strategies
The challenges and uncertainties brought on by the COVID-19 pandemic led most brands to cut the advertising expenses down. The pause in spend likely had an adverse effect on brand awareness for many companies, which might be a problem since brand building and awareness campaigns are critical in long-term success. The long-term impact of marketing is 88% higher than the short-term impact. Now is the time to get back in the game—but with a strategic, well-balanced approach.
Given the state of the media and advertising landscape, it’s likely that brands need to focus on balancing brand building with sales-driving initiatives. Marketers need to balance brand building and activation, focusing on one over the other without proper measurement metrics can lead to inefficient spending.
Marketing is a give and take between brand building and sales activation, but amid a global pandemic that has flipped all aspects of daily life for consumers—and will likely continue to do so for the foreseeable future—marketers need accurate measurement, with a key focus on optimization, in order to know how to adjust their initiatives in a rapidly evolving environment.
Daytime Video Usage Is the New Norm Among Working Professionals
With COVID-19 outbreak, the increase in video consumption, particularly TV usage, was not a surprise. But the fact that this new behaviour became normalized had not been expected, especially among remote professionals and managers. On average, these workers increased their total TV time (live, time-shifted, internet-connected device, game console) by 21% between 9 a.m. and 4 p.m. in October 2020.
After living in a pandemic for nine months, daytime has become a second primetime for total TV consumption. 65% of respondents in a Nielsen Remote Workers survey said they watched TV or streamed video content during their work breaks. Importantly, the uptick in daytime consumption has not negatively affected evening viewing. In fact, these same viewers increased their usage between 5 p.m. and 8 p.m. as well. It takes an average of 66 days before a new behaviour becomes automatic and routine. Today, we are well past this time frame, which has significant implications for pre-COVID behaviours. The implications of the shifting behaviour for networks, advertisers and agencies are significant for two primary reasons: engagement timing and audience spending power.
2020 Holiday Media Pop-Up
The novel coronavirus (COVID-19) pandemic, coupled with the recent increase in restrictions around the world, has created both new consumer behaviours and an extended and mostly digital holiday season. As restrictions rise, retailers are responding in innovative ways in an effort to recoup losses from earlier this year and get the most out of an expected slow holiday spending season.
The article contains highlights some of Nielsen’s biggest holiday advertising and viewing insights and predictions. You can look at The Holiday Handbook for Advertisers to get inspiration for what to focus on during this year’s holiday season. What’s Hot This Holiday Season provides gift ideas for gamers and to learn some Christmas-radio data, see the Festive Trends section.