What is true is that major .Advertising after COVID paradigm shifts often come as a result of events that transform industries and societies. Some changes are constant, and we adapt to that normality without suffering them; others are sudden, and that normality saudi arabia email list becomes a bit more difficult, mainly due to ignorance and fear. The latter is the current case due to the coronavirus.
In the world of advertising, for example, we already had a different, almost constant normal. Without going too far back in time, private TV, pay TV, and mobile devices appeared, and the internet appeared. This combination, along with the acceleration of technology and new major global players, confirmed in 2019 that digital media was the primary medium where advertisers invested. Advertising after COVID their budgets, overtaking. This is no small feat; in Spain, TV has always been number one.
New normal in advertising?
If we add to this, which is marked by the emergence of technology creating the 4th crm data management industrial revolution we are experiencing, one of the effects is that people care less about brands, as reflected in our Meaninful Brands study (Havas Group), where if 90% of brands in Spain were to disappear, consumers wouldn’t care. Furthermore, the brands leading that 10% that did in 2020 bear little or no resemblance to those of 2010…
Consumers expect more from brands than a simple commercial proposition for a service or product . Even the way messages are conveyed must be constructed differently. They must generate experiences and address new social and economic needs , especially in large cities or depopulated areas. Therefore, campaigns are transforming, and the media and message with them must carefully address Connection , Context , and Content .
Today’s new wars are truly digital and, in many cases, driven by control of information and data. Today, there are global players on every corner of the globe: from the with a major impact on the rest of the world.
will accelerate changes and at times has shifted priorities
- The way we shop : promoting e-commerce in sectors where it was already a reality (fashion) and others where it has not yet been as affected by it
- The way we consume media : boosting media that creates meaningful south africa business directory experiences. New TV (in the midst of lockdown, Disney+ is launching, expanding the OTT TV offering), Social (increasing the use of social media, expanding to new targets), and Gaming (as an ecosystem not only for gaming but also for socializing, holding large-scale concerts, etc.)
- The way we work : Does anyone doubt that remote work arrived suddenly, out of necessity, to stay, more or less intensively? We need to learn how to manage work in this new mode and how it will affect future workspaces, coworking, fixed spaces vs. “hot spots,” etc.
I don’t think we know what normality is.
Author: Oscar Dorda,
General Manager of Arena Media Spain
SHARE THIS ARTICLE