A Fall NBA, empty talk show audiences, and quarantined reality TV stars are a far cry from the normal fall television lineup. Thanks to the pandemic, however, that’s exactly what audiences are seeing. As TV content changed this year, so too did advertising. Though spending has increased since the height of the pandemic, it’s not quite back to normal.
Colleges and universities across the country struggled to respond to the COVID‐19 pandemic. But even as schools scrambled to keep existing students, faculty members, and community members safe, applications for graduate programs came pouring in. How did advertisers initially respond and has spending returned to normal?
In the face of COVID‐19, the commercial automotive market experienced a nosedive. However, the push for new energy-efficient vehicles provides optimism for market recovery. This pivot comes at a time when few people are leaving their homes and many are relying on businesses to bring the outside world to them in the form of packages and food deliveries, making reliable fleet vehicles even more important.
Without a federal mandate, states and local governments placed their own rules on which types of construction were considered essential. Some states, like Vermont, decided that the only construction allowed during shelter-in-place was “construction necessary to support the COVID-19 response and maintain critical infrastructure.” However, in most states, nearly all construction was deemed essential.
The makeup industry is typically resilient during recessions—however, COVID-19 is forcing this vertical to shift in new directions. With social distancing, working from home (WFH) and mask requirements, people are prioritizing different cosmetics than they would’ve in past recessions. Direct-to-consumer (DTC) brands are doing particularly well, as online shopping for makeup is becoming more common.
Starting in March, schools started sending students home—and many aren’t going back this fall. This is creating a strange back-to-school season, putting stress on retailers. How have the changes impacted retailer advertising?
Fourth quarter is quickly approaching—meaning holiday advertising is gearing up. But this year’s final advertising push will be far from normal. We’re already seeing the release of the first ads fusing Christmas and the ongoing pandemic. Frito Lays leaned into pandemic-driven cultural changes with its Christmas spoof celebrating NFL kickoff.
Without trade shows in 2020, B2B marketers were forced to quickly reallocate their event budgets. Did marketers shift portions of their budget to digital ads? In short, yes. Using MediaRadar data, we analyzed the behaviors of the top twenty thousand event sponsors and exhibitors from 2019. The data makes it clear that COVID-19 impacted event sponsor advertising strategies—and in certain industries more than others.
The economic repercussions brought on by the pandemic caused some industries to soar this year, while others experienced major losses. Using MediaRadar data, we dive into the ad spending of various consumer industries in a two-part series. First, we will analyze the industries that slashed their ad spending, and have yet to recover. Next week, we will share the categories that significantly increased ad spending.
COVID-19 forced B2B companies to change up their marketing strategies for the year. Forced to throw out events, marketers sought out alternative methods for driving brand awareness and conversions. Many event dollars were redirected to online advertising across B2B websites. Using our data, we can see the B2B industries and companies spending the most money on online advertising. Here, we share our findings.
Sports are back—but they are far from normal. While many consumers are eager to sit back and watch a televised game, others aren’t as eager to jump into the distraction yet. How are consumers responding and what does that mean for advertising?
Events were central to B2B marketing prior to COVID-19. “The number one thing B2B companies spend money on is events,” explained VP and principal analyst of B2B marketing at Forrester Research Laura Ramos. “Now, some companies say they need to figure how to generate demand in other ways, but if we were good at using other methods, we wouldn’t have relied so much on events.”
Early on in the pandemic, many industries slashed advertising spend due to uncertainty and hurting sales numbers. As the initial shock softened and sales began to return, so did the advertising dollars. While not all consumer industries have recovered, these three sectors are increasing their advertising spending.
At the beginning of 2020, B2B print publications received less advertising dollars than the previous year. COVID-19 only accelerated that trend. Here, we dive into how the pandemic is affecting B2B print and the advertising trends shaping the shifts publishers face.
In July, over a thousand advertisers paused their spending on Facebook. The campaign did not have a significant impact on Facebook’s revenue—but did those advertisers divert those dollars elsewhere? MediaRadar did an analysis of thirty large brands who participated in the boycott—including Coca-Cola, Unilever, Verizon, and more—to see how these brands advertised across multiple channels in July.
Traditional B2B marketing plans were scratched this year—shifting many ad dollars to digital channels. Prior to COVID-19, the Center for Exhibition Industry Research reported that B2B marketers who participated in events spent about 40% of their budgets on trade shows, which was five times more than online marketing spending. This year, trade shows and exhibitions are not taking place—and digital B2B ad spending is growing.
Consumer ad spending has had big swings this year. Each industry has had a different response to COVID-19, but flexibility remains at the core of it all. Let’s take a look at the ad spending most impacted by the latest rise in cases.
In May, manufacturing was one of the first industries to start reopening. There were many unresolved issues surrounding employees, supply chains, and bringing back operations. Some companies felt that their markets would be destroyed without outside assistance. Some experienced more bumps than others. For example, it only took two days before a reopened Ford factory reclosed its doors.
MediaRadar research found that the number of advertisers running programmatic ads is up 26% since January. In June, spend levels hit their highest point since January. In fact, spend levels in June were down just 3% when compared to January. Advertising company Criteo also reported that market conditions in May improved and revenue trends were better than expected.
Domestic travel hit its lowest COVID levels in mid-April. As people came out from their homes, local exploration was on the rise. Now, with the recent surge in COVID cases, time spent traveling is dropping once again. Here we share how this turbulent ride is impacting travel advertising.