As the media industry navigates COVID-19 and its greatest period of upheaval in modern memory, having the right data to understand if your ad will command consumer attention has never been more critical. The increasing rate of media consumption during the pandemic has been game-changing for marketers, but how can an ad creative break free from the volume of content, especially when reaching and connecting with the consumer is more difficult than ever? In fact prior to COVID-19, 40% of demographic targeting did not reach the intended audience, 50% of impressions were not viewable and 20% of campaigns were not noticed.
解决方案就是强有力的广告创意。就产生销售额而言，强有力的广告创意比媒体计划重要四倍，就决定广告是否会被看到而言，它比目标定位重要五倍。
广告创意的真实环境测试使营销人员能够确定广告活动是否有效：
- 喜欢：消费者喜欢广告吗？
- 吸引人：广告创意是否告诉消费者一些新东西，他们是否想了解更多信息？
- 可识别：广告的对象是否明确？
- 清晰：消费者会如何描述这则广告？广告是否很好地传达了活动信息？
- 令人难忘：消费者能否回忆起你的广告？
- 最佳频率：怎样的曝光频率才能使您的广告费用最大化？
Advertising activity around COVID-19 has increased rapidly – of all monitored ads that mentioned COVID-19 during Q1 2020, around 90% occurred in the last three weeks of March, with more occurring each week in April. Multiple European markets including Germany, UK, Italy and Spain are leading the charge, particularly through finance, telecoms and supermarket ads.
But how best to cut through the noise of COVID-19 ads and create something truly worthwhile? Authenticity – right now the most important thing is to build the voice of your brand by showing empathy, and sharing how your brand is supporting the communities it’s based in. The most effective ads are created tastefully and share one of five common trends we are seeing around the world.
慈善救济
许多品牌都将自己的钱花在了刀刃上，展示了他们是如何尽自己的一份力的。例如，联合利华在其多芬 Instagram 活动中承诺捐赠价值 1 亿欧元的洗手液、肥皂、漂白剂和食品。在其他方面，百威啤酒也承诺捐出 500 万美元的体育支出，用于与红十字会的合作，包括通过美国电视活动将体育场重新用作献血中心。
支持卫生机构和卫生工作者
All over the world, there is unwavering gratitude to those who work in health care, often putting their own lives in danger to support the sick. In the U.K., food restaurants (such as McDonald’s, Domino’s Pizza and Burger King) and transportation firms (including Uber, Gett and Europcar) have shown National Health Service (NHS) support by donating goods or services or simply sharing a thank you message. The trend is also seen globally – in China, electric car manufacturer BYD is making face masks for health care professionals, while in France, Louis Vuitton has updated its production lines to help manufacture hand sanitizer rather than luxury products, in a bid to help ease the strain put on the sector.
品牌为鼓励社会疏远尽一份力
Social distancing is onerous mentally, but critical to stopping the spread – brands around the world are helping to communicate and reinforce governmental messages around the importance of keeping distant. The most immediate visual application of this has been an update of logos and livery (an eye-catching if relatively commitment-free tactic), but brands are also ploughing investment into ATL campaigns reiterating key distancing measures and emphasising their importance.
充分利用不利局面
自我孤立的本质意味着某些品类的品牌处于苦乐参半的优势地位。COVID-19 发现使用食品配送服务的消费者大量涌入，南非的 Pick n Pay 等品牌正在利用面向消费者的传播方式，分享关于不要过度订购的重要性的慈善信息。与此同时，美国的 DoorDash 也采取了类似的策略，提醒消费者支持当地企业。
安全性和灵活性
为了在 COVID-19 危机期间为客户提供一定的财务稳定性，金融机构在还款和借贷方面引入了更大的灵活性。支持企业和个人银行客户的措施包括：免息 "缓冲 "透支、抵押贷款支付假期、提高非接触式限额和降低企业贷款利率。虽然这些特定工具是金融业特有的，但提供安全性和灵活性的能力与所有人都息息相关。
