Vaccine or no vaccine, while TV will likely remain relevant for reaching the masses for some time, marketers should continue embracing digital platforms to drive media content and ad consumption.
Sit back and enjoy our recorded webinar featuring pandemic research and what that means for a post-vaccine, post-election, post-anything world.
Is a post-vaccine world a time when marketers (and consumers) have different spending habits, potentially reduced budgets?
Is it a time when advertisers need to prove their evolved media mixes and decisions, such as the value of new media channels they relied on during the pandemic?
Will consumers maintain and keep up to the ‘new’ habits they acquired in the pandemic, such as online shopping mostly, using ‘everything’ apps and multi-platform media consumption?
What does a ‘return to normal’ mean for content production and media consumption, and is there even such a thing?
How will that change the media lifecycle as we know it?
And, how can brands adapt to this evolving media ecosystem?
All this and more was discussed by Ipsos’ panel of media research experts in content strategy, media measurement and monetization and marketing effectiveness.
3 Key Takeaways:
- A vaccine is becoming tangible and plans for immunization are starting, bringing hope that a post-vaccine world will be here by mid-2021. With this progress, it is anticipated that consumers will start venturing out to attend some of the experiences that have been on hold such as going to a theater, live concerts, conferences, etc. Some groups are expected to be more cautious and content creators should take that into consideration when planning releases – follow the release of Wonder Woman this holiday season (which will be released both in theater and available on HBO Max on the same day); if this plan is successful, other movies may follow suit until theater attendance rebounds.
- There has been an acceleration to digital in an effort to be where audiences are spending their time. With this comes a need for knowledge – marketers need to know how to measure and optimize across a variety of platforms. Moving forward, marketers may find that flexibility and ability to be nimble are key for planning their media strategies, influencing traditional upfront and TV media plans.
- Historically, when we have economic downturns such as the current impact of the pandemic, there is opportunity for change. It causes us to evaluate the way things were done, and how they can or should be done - whether by choice or in this case - by force to surrender to innovation and improve how things have been done in the past. The most important thing to note here is that with every advancement or innovation that was born in unprecedented times, we didn’t totally go back to way things were before as we learned from our experiences and opportunities that arose.
Have more questions? We explore this topic further in our article here.
Dorothy Advincula, Senior Vice President, Media Development, US
Virginia Lennon, Media Development, US
AJ Mathew, Senior Vice President, Media Development, US
Aron Galonsky, Senior Vice President, Media Development, US
Charlene Richey, Senior Vice President, Media Development, US