For many brands, the immediate response to advertising during a time of economic downturn is to decrease or halt their marketing strategies. However, recent studies show that the economic impact of COVID-19 is providing advertisers an opportunity to capitalize on strong performance and curb investment among TV and social. 

Social

Facebook’s ad business, like most, is feeling the impact of the pandemic as usage has reached record numbers while demand from advertisers continues to shrivel. CEO, Mark Zuckerberg, recently reported a whopping 1.73 billion people are using the Facebook app daily, an 11% increase year over year, and impressions rose 39% year over year. Meanwhile, due to a decline in demand from advertisers, the price of ads decreased by 16%, creating both opportunities and new strategic questions for many advertisers. 

Cable and Streaming

 TV viewership and streaming have reached historical highs among home-bound consumers with cable, lifestyle, and entertainment networks seeing the most significant surge. Daytime viewership, whether children or adults, has experienced a rare hike as children are out of school, and a large number of parents are working from home. This increase is mainly because consumers are leaning on the power of technology not only to view and listen, but to stay connected with friends, family, and the world at large. For advertisers, this means a larger audience and new compelling ways to reach them.

Despite the unusual circumstances we face, curbing your marketing strategy could cause you to miss out on reaching some of the largest audiences we’ve seen. If you are ready to tap into these unique opportunities, contact us today. Kelley & Associates can help customize a media strategy specific to your business.