Since the beginning of March 2020, COVID-19 has changed the dynamics of the world, and has had severe implications for various industries. With many companies struggling to make it through these challenging times, the topic of advertising is becoming increasingly important.

Brands are adapting their ad spending due to the strain that the COVID-19 crisis has put on their businesses. However, new research suggests that cutting advertising costs may not be the best way to save a few dollars. In fact, research shows that consumers do not want brands to stop advertising.

One survey conducted by GlobalWebIndex asked internet users whether they think that brands should continue advertising as normal. Nearly four in 10 respondents ages 16 to 64 agreed, while 35% were neutral. A mere 28% disagreed.

This research suggests that while consumers don’t expect brands to abandon advertising all together, brands do need to rethink their strategies.

We understand that developing a strong advertising campaign during COVID-19 can be challenging, but we’re here to help.

To help you navigate through these challenging times, we’ve compiled our top three tips for advertising during a global pandemic.

Do Be Authentic and Revisit Messaging

Right now, consumers are looking for authenticity from the brands that they support. Authenticity is incredibly important as it helps to create strong connections with your customers. This is especially important if you are going to insert your brand into the broader conversations of today’s society. The advertisers who will excel during this time are those who will remain true to their brand and values.

Campaigns that were planned pre-pandemic may no longer be appropriate. Messaging needs to be thoughtful, sensitive and non-controversial. Due to the rapidly changing nature of the pandemic, we strongly suggest revisiting your messaging often and making adjustments. Continually update your creative and messaging to meet the demands of the changing market. Also, be sure to be considerate in your messaging and to not share anything insensitive, or to come across as exploiting the situation for profit. Many consumers noted that they are looking for information about how the crisis is being handled and how they can stay safe. That includes information about how brands are responding to COVID-19.

Do Select Premium Placements

Right now, people are more careful with their money than ever before. This means that for them to make a purchase, they’re going to need to trust the brand and recognize it as credible. A recent study that surveyed 3,500 consumers found that video advertisements on premium digital channels were considered 20-50% more credible versus non-premium inventory, including user generated content.

Do Determine Where Your Audience Is

Media audiences have changed vastly in the last few months. With the cancellation of live sports, box office closures, and extensive work-from-home policies, people are not consuming media in the same ways as before. Be critical, and try to determine how the day-to-day media consumption patterns of your target audiences may have changed.

Evidently, the strong role that advertising plays in the success of a brand hasn’t changed. However, the ways in which we are advertising and developing campaigns have. If you need assistance developing the right advertising campaign for your business, give us a call at Keyframe Communications.