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5 Tips To Pivot Your Media Plan During COVID-19

Sascha Lock, VP of Media
April 23, 2020

 

Nowadays, we’re concerned about many things: financial preparedness, getting sick, having enough toilet paper. For those working in marketing and advertising, we’re also concerned about things like shifting and rebuilding our media plans for resilience during COVID-19, an upcoming recession, and in times of volatility. It’s abundantly clear that there’s not a more necessary time than right now to pivot and protect our client’s businesses while protecting our own. But the compasses we typically use to help us plan and buy media can feel like they’re spinning.

The reality is that the rules of the media game and strategy of how to “win” have changed. Media consumption habits have seemingly changed overnight, publishers and ad exchanges have a surplus of ad inventory, but their revenue streams are hurting from things like ad suppression and blocking. And according to the IAB, a quarter of us have paused media through the end of Q2. Media planning today might feel as crazy as Joe Exotic from Tiger King, but there are ways to pivot your plans effectively without losing sanity. Here are five tips in doing so.


  1. Arm yourself with insights on consumer behaviors, channel trends, and brand reactions.

    Consumers - what are they doing and how do they feel? Did you know that 92% don’t think you should stop advertising? Watch out for topics like sentiment around your category, spending habits, content interests, and expectations from your brand or brands in your industry. 

    Channels - how is usage changing right now, and can we predict these things will stick for a while? Take note of immediate changes, like video content consumption being up by 60% and a boost in streaming numbers. Not all of these trends will remain in the long run. We will go back to our old ways once this is over, we’re commuting to work again, shopping in malls, and there are sporting events on TV. Try to understand the longevity of these trends and their implications on your current channel mix, with an eye for the future as well.

    Brands - how are brands within and outside your category reacting to the situation? And more importantly, how are 56% of those consumers who care reacting to their reactions? Observe the successes and flops, while pondering what to implement for your own brand. Live-stream something, make a statement, keep silent, or donate money to an SMB. Your actions could strengthen (or hurt) the rapport your brand has with loyal customers and prospects.

    Your agency and vendor partners can and should help with this task.
  2. Before making changes, try to extract maximum value from what you have.

    Now that you’ve armed yourself with external knowledge, it’s time to look internally and think about what’s worked for your brand in the past, if it will still work, and if so, for how long. Whether specific channels, tactics, or messages have been your workhorses or even shown promising results, you’ll want to determine if they can be salvaged, and how. 

    The ubiquity of digital in our connected lives has helped it weather storms better than other channels, for example during the last recession, which is an indicator of where your focus should be. If social has been a key e-commerce driver, you may be in luck as usage has exploded. Now may be a good time to double-down on this channel to increase frequency among your top-performing audiences.
  3. Look at your pie(chart), and at the ingredients available.

    If you weren’t considering making changes very soon, you likely wouldn’t be this far into the article. But much like a self-quarantined cook with skills (not me) can replace one ingredient for another, it’s important to know which replacements will produce something close to the original recipe. Think about the channels you’ll need to act on, and which replacements will disrupt your business the least.

    If live sports is your only reach-play, could you diversify your linear TV buy with non-sports programming, or flex into connected TV? If you’re committed to a handful of large networks like NBC and Discovery, they’d be happy to help you repurpose your inventory. Also, fire sales could be a short-term cost-efficiency hack to hitting new households and building reach. We’re predicting an insane marketplace for Q3 and Q4 2020 between $5B in political spending, $1.2B in Olympics reinvestments, and billions more in postponed sports, so now’s a good time to look in the pantry.

  4. Find opportunities in the moment. It may be a great time to do that test you’ve been putting off.

    My wife and I have delayed potty training our little girl for over a year. Guess what we’ve been doing this past week? It seems COVID-19 was the catalyst for an overdue yet impending action item, and in the same analogy, testing is critical to improving business. That same test mindset should apply right now, arguably more than ever, for business to prosper. Think about the tests you’ve been meaning to do and if now’s the right time to do them. 

    To use one example, Matched-Market tests work well when most variables are static. It may not seem like it, but right now may be a great time to do a MML: most everyone is at home (user equality across markets), and media plans have shrunk down to a handful of channels (fewer channels means less influence on clean results). And you may be able to negotiate discounts for running it as well.
  5. Reprogram your measurement strategy accordingly to track success.

    This step may sound obvious to some but shifting initial measurement strategies alongside plan shifts can be an afterthought, especially in chaotic times. As you’re thinking about making changes to your media plan, during COVID-19 or beyond, you may need to recalibrate your measurement strategy, data sources, and run feasibility checks with your measurement partners. If you’re implementing tests, ensure proper tagging is in place. Adding new partners? You may need new measurement solutions.

Hopefully, these tips will help you in pivoting your media plan. But just remember, you are not alone, and nobody has all of the answers. We’re all in the same boat. If you’d like to talk, please give us a shout, and we’d be happy to talk.

Check out the article on MediaPost.

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How to Evaluate if Influencer Marketing is Right for Your Brand Right Now

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By auditing the brand/segment, storytelling opportunities, potential partners and go-to-market messaging, we are able to build end-to-end recommendations that ladder up to overarching brand goals and KPIs while remaining sensitive to the current climate. Step 1: Brand & Segment Audit Does your brand/segment have something meaningful to contribute? The first step in our audit process is to identify the key brand product or service offering and the segment category it falls into based on consumer perception. Some questions that are helpful in identifying these offerings and segment categories are as follows: Is the segment category providing a service that is applicable to the current climate? - Example: Stay at home/lounge clothes everyone needs vs. High-end fashion. What value does this product bring to consumers? What sets your brand apart from other players in the space? - Here, you can leverage customer incentives and brand differentiators to help drive consumer consideration. Once you’ve established that the segment category is applicable and the product offering brings value to consumers in the COVID-19 era, you can move on to establish the potential storytelling opportunities for each key product offering. Step 2: Storytelling Opportunities What are the storytelling opportunities for this product or service? “Buy this product” messaging no longer works with consumers – particularly during a global pandemic. So, we have to get creative. During this stage of our audit, it’s important to identify all of the potential storytelling angles for your brand or product. Here’s what we recommend doing in order to achieve this: Establish a editorial calendar of tentpole moments. - These moments could include promotions, holidays, cultural moments, etc. Prioritize up-to-date editorial themes. - What are consumers going to relate to most right now? Determining the answer to this question will help your brand pinpoint winning messaging placements and strategies. Ensure storytelling angles are positive and uplifting. - Consumers get enough doom and gloom on the news today. Now is an opportunity for your brand to spin up some positivity in its messaging. Step 3: Potential Partner Identification Who are the partners that can relay this message with relatable authenticity? One of the most important (and fun) steps to planning an influencer program is sourcing partners to help tell your story. First and foremost, key customer demographics must be identified in order to create sourcing criteria. Influencer needs must also be determined during this step. Does your campaign require a tiered approach? Just one macro influencer? A network of micro-influencers? Answering questions like these will help in selecting the best possible partners for your brand. Leveraging an influencer sourcing tool to confirm key influencer audience metrics is paramount to connecting with the correct consumers and providing program ROI. Last but not least, brands must do their due diligence to ensure that selected influencer partners not only align with brand values, but that their online presence reflects these values. Step 4: Messaging Assessment Does our message need to be altered or tailored to the current climate? Now more than ever, it is incredibly important that both your brand and your influencer(s) do not come off as tone-deaf. We recommend taking the following steps prior to pushing content live in order to ensure that the content will be well received: Acknowledge the current climate without centering campaign messaging around it. - “Since we’re spending so much time at home...” or “These days, I love trying out new recipes…” are two solid examples of lead-ins influencers could use when discussing your brand or product. Be nimble and pivot as necessary. - Things change rapidly. In the time between content creation and posting, circumstances can change. 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The Absence Of Sports Effects On Advertising

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Google Search Trends Insights April 2020

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Yes, Banana Bread Did Have Its Moment There are moments in time that you will always remember. For me, I will never forget how in April 2020, “banana bread” peaked in its search interest. Although it never made the top three queries in the month of April, it did have an impressive jump in query volume in the month of April. 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The IRS stimulus check portal received top queries on what is normally tax day and the nation’s need for sports was sort of fulfilled with the virtual NFL Draft that began on the 23rd.  Lastly, queries about Kim Jong Un reached its peak on the 25th as there were multiple reports about his whereabouts and health condition. Where’s My Stimulus Check? People were also trying to figure out the whereabouts of their Stimulus check in April. Of the 90 phrases we recorded in April, phrases related to Stimulus checks made up 10% of them, including the one that made our 10 million club above. Here are the rest of the keywords in the order of the date they were searched: Stimulus check IRS - April 2nd - 200,000+ queries Stimulus checks deposit date - April 5th - 1,000,000+ queries  IRS stimulus portal - April 9th - 500,000+ queries Stimulus check 2020 direct deposit - April 10th - 200,000+ queries Stimulus Checks - April 13th - 5,000,000+ queries  Stimulus Check Calculator - April 14th - 500,000+ queries IRS stimulus check 2020 - April 17th - 500,000+ queries IRS stimulus payments - April 21st - 500,000+ queries It certainly makes sense that this topic had multiple entries into the top three queries throughout the month and how much the phrases varied from day to day..  It’s a reminder of how needed the financial assistance is and that having thorough online resources available for people who are seeking information is crucial. What Takes The Place Of Live Sports? If you have followed this series of posts, sports is the most popular category of the top queried phrases in past months.. If there aren’t any sports to watch, what do people search for?  Thank goodness for documentaries and NFL players coming out for retirement: The Last Dance - April 19th - 5,000,000+ queries  Rob Gronkowski - April 21st - 2,000,000+ queries  Dennis Rodman - April 26th - 2,000,000+ queries If TV ad buyers are looking for alternatives to live sports, documentaries are getting a good amount of search interest. Singing Songs On TV The top keywords in Entertainment were related to singers on television. Andrea Bocelli - April 12th - 1,000,000+ queries Disney Singalong - April 16th - 200,000+ queries One World: Together At Home - April 17th - 500,000+ queries  Eddie Vedder - April 18th -  2,000,000+ queries  Stevie Wonder - April 18th - 200,000+ queries  As we try to get through this together, the power of song is noticeable in our search queries.  Live event TV that is geared toward family viewing appears to be driving search interest. Holidays One of the things that we picked up throughout the course of this project is the popularity of non-traditional holidays. For instance, Easter is an established holiday but did you know that National Siblings Day happens every April 10th and it’s a top searched keyword for two years running? In 2019, we recorded the phrase “national siblings day” as having driven over 1 million queries – just as it did in 2020. The Google Trends chart for this phrase shows that it was slightly more popular this year: Earth Day is a more established holiday, celebrating its 50th anniversary this year. Let’s take a look at how popular “national siblings day” is compared to “earth day”: Although we can’t tell with absolute numbers how many more queries Earth Day (April 22nd - 2,000,000+ queries) had over National Siblings Day, we can tell directionally that it still has a while to go until it’s as popular. Both holidays have a nice year over year trend, so brand marketers should consider them for their April 2021 plan if there is an appropriate tie-in with either holiday. Thanks for reading - Until next month.