广告商现在最关心的问题是，他们是否应该投放广告。事实上，许多广告商已经选择了减少广告量和广告支出--不管是出于疫情对企业经济的影响，还是为了与铺天盖地的死亡和感染报道划清界限。然而，随着新型冠状病毒（COVID-19）的报道至少在中期内不会停止，这种限制广告投放的策略是不可持续的。现在减少广告可能会带来长期后果。
Some forward-thinking marketers have taken the initiative during this difficult time and are creating cross-platform ad content strategies to tastefully reach these large and highly engaged audiences. With clarity into which channels and tactics influence a specific audience, marketers can orchestrate the optimal consumer experience across channels and devices and optimise spend to maximise business results. Managing advertising and marketing channels separately using siloed, channel-specific strategies, tactics and metrics is no longer effective. Brands that have a cross-media audience strategy yield better results.
For marketing research analysts, brand managers and channel managers, measuring your campaign provides powerful insights into the consumer segments and campaign elements that are driving the greatest response, so you can make smarter decisions going forward. Testing your advertising will help you answer critical questions about the performance of your campaigns:
- 我的活动是否对店内和网上销售产生了积极影响？
- 我的营销活动是否为广告支出带来了积极回报？
- 它对现有品牌买家和新品牌买家有何影响？
- 活动是否吸引了更多的买家、更高的购买频率和更大的购物篮？
- 哪些受众群体反响最强烈？
- 活动对我的市场份额有何影响？
为了更好地了解广告主在大流行病期间如何与受众互动，我们确定了 COVID-19 期间花费最高的行业。
危机时刻，创意无限。目前，广告业正处于风雨飘摇之中，但上网和看电视的时间越来越多，这为我们提供了一个很好的渠道，来展示有效广告的价值，从而提高品牌声誉和收入。
