As the country emerges from over a month of restricted living, questions now arise around how and when consumers’ lives will return to normal in the near future. Faced with uncertainty about the future, advertisers and marketers have exercised caution and are closely scrutinising their spend and activities to ensure their people and businesses remain viable once life returns to normal.
In addition to major government campaign initiatives, Nielsen’s Ad Intel data showed that numerous category sectors increased advertising spend across April 2020 compared with the same time last year. Key messaging around COVID-19 and promotion of product offering adjustments in relation to the pandemic were frequently present.
此外，按广告数量计算，COVID 相关广告的前 10 个类别中，汽车广告居首位。让潜在的汽车消费者在正确的时间参与进来非常重要，尤其是在公司重新开张、人们面临乘坐公共交通工具或可能购买新车的两难选择时。
大流行病迅速改变了日常生活的方方面面，包括消费者如何接触媒体和零售环境。适应将是生存的关键，而那些现在就能开始战略性地发展其改变消费者行为的方法的营销人员，将在消费者找到大流行后的平衡时遥遥领先。
