Monitoring Changes in the Marketing Landscape

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Even though we’re all hunkering down in our homes, life continues to move at lightning speed as we all try to keep up with the latest news and business updates relating to COVID-19. At Brandience, we’re also highly tuned in to changes in consumer and media usage. Because much of the research on COVID-19’s impact is still in its infancy and because things are changing so rapidly, we put together a short summary of what we’ve been seeing and reading on these topics as of today.

Consumer Attitudes

Kantar Research conducted a study in March 2020 (3/14-3/24/20) assessing consumer sentiment around COVID-19 and what consumers expect from brands during this time. As we have been saying since the start of this pandemic, a brand’s messaging should be genuine and consistent with who the brand is. Here are some of what consumers want from brands.

  • Brands need to demonstrate an understanding of consumers’ needs and the role that the brand can play in helping consumers meet those needs (77% of respondents supported this).
  • Almost 80% said a brand’s primary focus should be on employee safety. Related to that, 70+% said brands should inform consumers about their efforts to face the current situation.
  • 60+% want brands to stay positive and be true to their brand.
  • Only 8% felt brands should stop advertising.
  • 75% of consumers DO NOT want brands to exploit the situation to promote themselves.

Brand Awareness

As far as brands staying healthy during the downturn, the Kantar study revealed that a 6-month absence from TV advertising will result in a 39% reduction in total brand communication awareness. This could potentially have a negative impact on how quickly a brand could recover when all of this is behind us. During the 2008 financial crisis, Kantar reports that strong brands recovered 9X faster than other brands once the crisis was over.

Media Usage

Media usage studies are still being developed but a few reports with initial information have come out.

The Kantar Study referenced above asked consumers what media they were using more of during COVID-19. The biggest gains were seen by:

  • TV (+35%)
  • Internet surfing (+35%)
  • Social media (+30%)

The Television Bureau of Advertising (TVB) released information citing Nielsen that the 18-34 year old demographic has come back to news programming in the first two weeks of March. Live viewing of local news by Adults 18-34 in the top 25 markets was up 52% in the first week of March and up 83% in the second week of March. National Primetime viewing for the same demo in the same weeks was up 24% and 41% respectively. This is not all that surprising given the loss of live sports and the constant drip of new information about the COVID-19 situation.

As for radio, Nielsen reports that 83% of Americans report spending as much or more time with radio in March 2020 as they have in the past. This comes as somewhat of a surprise given the amount of commuting time has fallen to very small levels, if any, for most Americans.

Nielsen also released a study looking at consumer habits during previous crises such as 2017’s Hurricane Harvey and the 2016 severe snowstorm that hit the New York area. The findings showed that during crises, people do ramp up their media usage to stay informed, be entertained, and stay in touch. For example, during Hurricane Harvey, there was a 56% increase in the total use of TV compared with the preceding period and a 40% increase during the period after the storm so people’s usage changed during and after the crisis.

This Nielsen study also addressed working from home and its impact on media usage. Nielsen data suggests that a remote worker typically connects with traditional TV 3 more hours per work week than a non-remote worker. Interestingly, remote workers spend about ½ hour more per week on their tablets (4 ½ hours vs 4 hours) and they listen to about the same amount of radio as non-remote workers. Given the increased interest right now in news and information, we expect these differences will be even higher for the remote worker once we have current data based on COVID-19.

The main takeaways from this sampling of current research are:

  • Brands need to remain true to themselves and demonstrate a high level of care for their employees and customers.
  • Brands that can maintain an advertising presence during downturns come out of the crisis in a much stronger position with consumers.
  • Media usage increases in times of crisis. People are looking for information, entertainment and connection. Consumers expect brands to help through clear and genuine communication.

We will continue to keep you updated as more information becomes available.

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Adjusting to the New Normal

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There’s no denying that these are unprecedented times. From school closures to shutting down all non-essential businesses, very few people on Earth, if any, have experienced anything quite like what’s happening in the world today. For the first time in our history we are witnessing an almost complete mobilization (or, more accurately, immobilization) of the workforce. No longer, at least for now, do highways and downtown one-ways fill with cars every morning and every evening. Instead of filling offices and cubicles, a lot of America’s workforce now must adapt to working from home. This presents an interesting challenge for many who never thought they would end up working from home or have never worked from home before.
We’ve compiled a list of must-know practices in order to make your work-from-home experience as productive as if you were in the office.

1. Figure out all tech needs.
Technology is the most important contributor to success while working from home. It is essential to set up all tech properly. Is your Wi-Fi set up to support multiple devices at once? Are all your work applications able to function away from the office? Are you able to successfully login to your company’s VPN to access files. Lastly, does your company utilize software such as Zoom, Microsoft Teams, or Slack to connect for meetings? Video/audio meetings are the best way to replace those in-person meetings in the office and keep everyone informed.

2. Over-communicate
Staying connected as a company or as a small team is important for listing priorities, managing projects from afar, and making yourself abundantly clear. Utilize video/audio meetings, recap meetings, and don’t be afraid to ask questions. Communicating frequently and making sure communication is clear and concise makes sure nothing of importance falls through the cracks.

3. Set realistic expectations for yourself and others.
A sudden shift to working from home can be disorienting and chaotic at first. It will take a while to adjust to the rhythm of the workday. Take comfort in knowing that many others are making a similar adjustment. Don’t try to do everything at once. Manage expectations by prioritizing tasks by level of importance. Always remain open with your team/company about what you can and can’t get done. Set realistic timelines and stay on task to be sure they are met. Working from home requires more frequent communication as a team.

4. Take breaks.
When in the office, nobody works from the moment they arrive to the moment they leave. Working from home should be no different. Over-exerting yourself leads to burn out. Set boundaries for the workday and try to keep a daily rhythm. Break away from your computer during for lunch and take an occasional walk outdoors. Stepping away from your work frees your mind to explore new ideas, faster ways to perform tasks, and can leave you feeling refreshed and ready to finish the tasks at hand.

5. Learn about yourself.
Working from home is as good a time as any to figure out your strengths and weaknesses. Do you work best in complete silence or with music or a podcast? Do you find yourself easily distracted by the need to work around your house? Take this time to find out what circumstances allow you to work at your highest level, and what things need to be avoided in order to maintain productivity. Also, take this opportunity to realize the benefits of working remotely. No morning commute, you’re saving money on gas and food, and no waiting in sluggish lines for coffee! Having a positive outlook on the situation can make a difference in your attitude and productivity.

6. Stay Connected Socially
My company has an all-in video meeting with the entire team every morning so we can see each others’ faces and talk about the challenges of the day. It also gives us a chance to socialize and share our experiences. That helps us stay connected to the human spirit. We ended our first week of working from home with a virtual happy hour! It’s more important than ever to maintain our personal connections through more than impersonal texts and emails.
This is our new normal for now, so we have to adapt. When feeling doubtful, you can rest easy knowing you’re far from the only person going through this, and that you’re still a part of a team. In the end, working from home provides more flexibility than working in an office, so take advantage of this newfound liberty. Take the time to find the most productive work-life balance you can, and rest assured that this too shall pass.

 

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Brands Need to Shift Messaging Today

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As brands try to figure out how to navigate what’s before us, I can’t help but think about how differently brands need to act today versus what they’ve done during past struggles. People who worked with me through the Great Recession heard me refer often to the “upside of down.” At that time, much of what we thought of as the “upside” had to do with pricing strategy. How do we capitalize on reduced media prices due to decreased demand? We also talked about messaging strategy. Should you discount to “buy” some business? Or hold true to your core value proposition? How would that impact your brand over the long haul?

Today we’re faced with a much different situation. We’re not only talking about economic issues, we’re actually talking life and death for some. The COVID-19 pandemic, however, can also produce an “upside of down” of sorts for brands. This time the “upside” isn’t about making deals or creating incentives to purchase. Brands should be using this time to communicate in a transparent way. Brands should be trying to help their communities if they have the means. Brands should demonstrate genuine care for their customers and employees.

Yes, brands obviously need to first and foremost survive, stay open when possible and make some money so they can weather this storm. Yes, that may mean doing some discounting or creating some incentives to attract business. But if it ends up being only about the business, the brand will miss a real upside opportunity of showing who that brand really is and how much they appreciate their employees and their loyal customers.

Some examples include: a local pizza restaurant in the northeast donating pizzas twice per day to local healthcare workers even though their business is down 50%; a national QSR turning their social media presence into a place for positivity so they can spread good news during an otherwise tense time; grocery stores designating special times for senior citizens to shop safely; an auto manufacturer offering payment relief for people who lose their jobs due to COVID-19.

Brands spent a lot of 2019 talking about purpose. If a brand can’t lead with purpose now, will they ever?

 

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OTT is not TV

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The television landscape has changed dramatically over the past few years. New terms are being used to describe the many ways we consume video these days. Streaming, Binge-Watching, On-Demand, Connected TV and OTT to name just a few. While the options are liberating, they can also be very confusing. You may be wondering, “What’s the difference?” and “Why does it matter?” Well it’s my job to know, so I’ll shed a little light on the subject.

 

What is OTT?

OTT stands for “Over-the-Top” and refers to the delivery of video content to a user over the Internet. In a time of mobile phones, smart TVs and gaming consoles, OTT allows users to watch content on any device that is connected to the Internet. It gives the consumer the ability to watch TV and video content anywhere and anytime they want.

Think about your home. The ability to mount TVs on a wall and not have a mess of cords dangling over the mantle has been life changing. Smart TVs are the household device we never knew we needed. Want to watch TV in your kitchen? Simply take an iPad or other portable device connected to the Internet and you’re all set. No plugs, no cables, no couch required. 

 

How did we get here?

The inception of Netflix in 2007 forever changed the way we view content. Netflix gave us the ability to watch hours of on demand content aggregated in one app, whenever we chose. Then on February 1, 2013 the first full season of House of Cards was launched and binge-watching became a thing. Viewers were elated to spend up to 13 hours watching a series from start to finish in one sitting.

The rise and popularity of streaming has opened the door for content aggregators of all kinds. Content ranges from user-generated videos to premium television content streamed over the internet rather than needing to watch over a traditional cable / satellite box or antenna. The content ranges from ad supported (think Watch ESPN) to non-ad supported (i.e. Netflix, Amazon Prime, etc).

 

Where are we going?

Streaming has opened the door for vMVPDs (Virtual Multi Channel Program Distributors) – think DirecTV Now, Watch ATT and Sling. These vMVPDs give consumers the ability to pay for premium video content without needing a traditional cable box or antenna. These vMVPDs are accessed through connected Smart TVs or internet enabled services such as Roku, Amazon Fire, Google Chromecast to name a few.

 

How do brands benefit?

OTT gives marketers the ability to speak to their clients in a 1:1 setting. Unlike traditional television advertising where ads are purchased via spots that air at a specific time and place, OTT ads run when the viewer decides to watch the content, regardless of time or device.

The first step to executing an OTT campaign is to decide whom you want to reach. Next, what content do they watch? And third, design with a big screen in mind. Although OTT impressions are delivered across a plethora of devices, 75% or more are still delivered to a screen size larger than an iPad.

The targeting capabilities are exceptional. Think digital targeting options such as tight geo-targeting, typical age & gender, household income, number of children in the home, various purchasing intents, etc… but on the television screen. As with digital delivery, you focus on a tighter target with more qualifiers. So you’re reaching people in a much smaller consumer pool, but the audience you reach is right in your sweet spot.

An added bonus of OTT is the ability to track video completion rates like any other digital campaign. So we know exactly who and how many have seen our ad. A holy grail that has eluded advertisers on traditional TV for decades!

 

Reach Them When They Watch

Video continues to be a great way to reach users and place your message in a brand safe environment adjacent to the most popular content, live and on demand. OTT is simply the newest tool to get your message in front of the more and more elusive consumer.

If your brand isn’t dedicating marketing dollars to OTT, you are missing a significant opportunity to reach your target where and when they are consuming content. As more marketers seek greater efficiency and shift budget to find the right eyeballs at the right time, OTT will continue to grow in importance.

 

 

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