ๅพๆฅใฎๅบๅๅธๅ ดใฏ2020ๅนดใซๅคงใใชๅคๅใ็ต้จใใใใๅธๅ ดใใพใ ไธๅฎๅฎใชใใใ้่ฆใชใฏใชในใในๆ้ไธญใซๅบๅไธปใฎ้ใง้ๅ
ธๅ็ใชๆฏๅบใใฟใผใณใ็บ็ใใใใจใไบๆณใใใใ
ๆจๅนดใจ2020ๅนดใฎใใใพใงใฎใใผใฟใ่ฆใใจใ็พๅจใฎ็ฐๅขใไปๅนดใฎใฏใชในใในใฎๅบๅ่ฒปใซใฉใฎใใใชๅฝฑ้ฟใไธใใใใๅคงใพใใซ็่งฃใงใใใไบ็ฎใฏๅ จไฝ็ใซๆจๅนดใใๆธๅฐใใฆใใใWARCใฏ่ฑๅฝใฎๅบๅไธปใ2019ๅนดใใ7ๅ4200ไธใใณใใ10.5๏ผ ๆธๅฐใใใจไบๆธฌใใฆใใใ
ใใฃใณใใซๅฅใงใฏใๅฝๆฐใฎๅคใใๅฎถใง้ใใๆ้ใ้ทใใชใใใใใใฌใใไผ็ตฑ็ใชใใฉใใใใฉใผใ ใจใใฆๆฏ้ ็ใงใใใๆ ็ป้คจใใขใฆใใปใชใใปใใผใ ๏ผOOH๏ผใฏใ้ๅธธใ็ฅ็ฅญใทใผใบใณใซใฏใใ้ซใ็ฅๅๅบฆใไบซๅใใใใจใซใชใใใๆธ็ท ใพใใๅคงไฝๆ ็ปใฎๅ ฌ้ใฎๆฌ ๅฆใไธ่ฆไธๆฅใฎๆ ่กใใใคในใใชใผใใทใงใใใณใฐใฎๅถ้ใซใใใ่ฆณๅฎขๆฐใฏๅ็ใซๆธๅฐใใฆใใใ
ไปๅนดใฎๅคง้ๆใก
ไธๅนดใ้ใใฆใใใงใใฃใใใใซใ11ๆใจ12ๆใใพใใ้ฃๆๅๅฐๅฃฒๆฅญใฎๅบๅไบ็ฎ ่ฆๅบใใ้ฃพใฃใใใใฎๆๆใๅฐๅฃฒๆฅญใฎๆฐใใชใฏใชใจใคใใฃใใฏๅธธใซๆๅพ ใใใใใใใณใใใใฏใฎๅฝฑ้ฟใๅใใไฝๅใใฎๅฎถๆใซๅฏพใใๅฐๅฃฒๆฅญใใฉใฎใใใซๅฏพๅฆใใไธ้ใใฉใฎใใใซๅใๆญขใใใใ่ๅณๆทฑใใ
2019ๅนด็ฌฌ4ๅๅๆใฎในใผใใผใใผใฑใใๅฐๅฃฒๆฅญใฎๅบๅไบ็ฎ ๅๅนดๅๆๆฏ67%ๅขใจใชใฃใใในใผใใผใใผใฑใใใฏใ2020ๅนดใฎ่คๆฐใฎ้้ๆ้ไธญใซๆถ่ฒป่ ใ่ฒทใ็ฉใใงใใๆฐๅฐใชใๅ ดๆใฎ1ใคใงใใฃใใใจใใใ้ฃๆๅๅฐๅฃฒ้จ้ใฏไปๅนดใๅฅฝ่ชฟใซๆจ็งปใใใจไบๆณใใใใ
Overall, in one of the more significant changes from last year, the government is the U.K. ‘s top advertising spender as it continues to remind the country to maintain โhands-face-spaceโ protocols, even as the vaccine rolls out. Ever-changing regulations will still see the need for an ongoing information campaign across all channels and particularly in TV, radio and print. However the unprecedented levels of government ad spend will most likely not be the same during 2021 as the country moves to a more normal way of living.
Other typical seasonal advertisers, however, such as fashion and gift retail, have been hit hard by the pandemic. Last year, department stores raised their ad spend by nearly 9%. With lockdowns affecting non-essential spend as well as the current bloodbath of closures in UK high street retailers, many consumers are adjusting their behavior as they spend more time at home. Unsurprisingly department store ad spend will be lower overall. The first indications of their activity is that it is modest in terms of creative executions to previous years.
2020ๅนดใซๆธๅฐใไบๆณใใใใปใฏใฟใผ
2019ๅนดๆ็ตๅๅๆใฎๆ ่กใป้่ผธใปใฏใฟใผใฎๅบๅไบ็ฎใฏใไผ็ตฑ็ใชๅนดๆซๅนดๅงใฎใใใฑใผใธใใชใใผ่ฒฉๅฃฒใจ็ฅ็ฅญใฎๆตทๅคๆ ่กใๅคงๅใๅ ใใๅขๅ ใใใใใใใไปๅนดใฎๆ ่กๅๅปใฏๆๅฐ้ใงใใใใใๆ ่กใซ้ขใใๅคงๅน ใชๅบๅไบ็ฎ ใปใจใใฉๆๅพ ใงใใใใฏใชในใในๅพใฎไผ็ตฑ็ใชใใใฑใผใธใปใใชใใผใฎๅบๅใใๅนด้ใ้ใใฆใฎๆถ่ฒป้กใฎๅคงๅน ใชๆธๅฐใซไผดใใๆๅฐ้ใซใจใฉใพใใจไบๆณใใใใ
ใจใณใฟใใคใณใกใณใใจใฌใธใฃใผใฎๅบๅไธปใฏใ2019ๅนด็ฌฌ4ๅๅๆใใใใใใชใใ๏ผ1ใใคใณใๅผท๏ผๅฐใชใใใฎใฎใ2019ๅนดๆ้ซใฎๆฏๅบ่ ใงใใฃใ๏ผใใ2020ๅนด9ๆใพใงใฎๅใซใใดใชใผใฎๅบๅไบ็ฎ 30๏ผ ๆธๅฐใใฆใใใๅนดๆซใพใงใซไธๅใๅ ๅใฏใปใจใใฉใชใใจ่ฆใฆใใใ
ๆณจ็ฎๅบๅไธปใฎใฏใชในใในๅพฉๆดป
Most of the big name advertisers that initially paused their traditional ad spend in reaction to the pandemic have restarted campaigns, and those efforts have been rapidly refocused on the impacts of the pandemic. Coca-Cola, for example, came back in a big way with two Christmas ads – the nostalgic fuelled โHolidays Are Comingโ and โThe Letterโ, in which we saw a dad embarking on a big adventure to get his daughterโs letter to Santa in time. Both appeared to strike the right note with analysts and consumers alike.
2021ๅนดใซใฏใไธ็ใๅนณๅธธใซๆปใใใฏใฏใใณใใใๅบใๅฉ็จใงใใใใใซใชใใๅบฆ้ใชใๅฐ้ใใ่ฑๅดใใใซใคใใฆใใใใใใใฃใใซใงใใใชใใใฉใณใๅบๅใๅขๅ ใใใจไบๆณใใฆใใใ
