Although at first only the most daring brands were pioneers by launching ‘coronavirus’ ads , as the confinement extended and as more and more countries were applying this type of measures, the list of companies that launched special campaigns increased.The ads were filled with emotion, upbeat messages, and appeals to the heroics of essential workers. They did it in such a similar and repetitive way that it soon became clear that the advertising of the days of the coronavirus had its own clichés repeated ad nauseam .The ads had not only thematic points in common, but also the background and the form. Since you could only go outside to perform essential jobs and maintaining social distance was necessary, you could not go out to record ads with large equipment and consuming resources.The television advertisements of the coronavirus era were recorded with minimal equipment, using material that could be efficiently self-generated (for example, by recording the protagonists of the campaigns themselves) and making use of elements such as animation or the reuse of images from archive.The results of these campaigns were, given the lower consumption of resources, much cheaper and much more efficient in terms of economic impact on the marketing and advertising budgets than the ads that were previously made. And that is where the coronavirus publicity could have a much more long-term impact and that goes much further than making small “gimmicks” to have announcements at a difficult time. Advertisers might have found this situation too financially advantageous.Where does the tv come fromThe starting situation for TV commercials was no longer easy. Television has starred in a drop in audiences in recent years and has faced a rethinking of the content consumption model that has forced us to rethink what is done and how. Brands were trying to understand what their role was and whether it made sense to feel like spending so much money in that medium.The coronavirus crisis has plummeted investment in television advertising, but it has also forced networks to reduce their rates, as explained in The New York Times . This has created a new scenario, from which the TVs may find it difficult to get out, but to which must be added the new vision of how to create content (and make it work).

As pointed out from the Times , it could first be said that the big event announcement has Malawi Email List come into question. Campaigns for the Memorial Day bridge in the US (just last weekend) are usually very elaborate and very expensive. The ones this year, they point out from the newspaper, have been much simpler, much cheaper and much less great.And where does it goBut perhaps that new vision of how to advertise could go further. Walmart did not directly campaign on television. A campaign created for social networks – and very simple, since it features a store manager reading a poem – became his only ad during the key bridge. The campaign is, even so, the model that could be established as a new format for television advertising.

As they point out in the Times , it has the three key points. It has been quick to do, cheap and minimalist.Brands are increasingly reducing their investment in television advertising (MoffettNathanson estimates that by the end of the year much more money will be spent on digital advertising than on TV) and this could also mean the end of the big commercial of television, that great and very expensive that dominated in the last decades of the twentieth century.Businesses have increased their investment in plain and simple ads (one agency tells the Times a 25% growth in demand for ads made without production teams to maintain social distance). Remote production has risen and could remain after the crisis for the simple reason that costs are lower.

If you add to that what the US media have already seen this season of upfronts, you have the full picture. Upfronts are that moment in spring when the big networks present their series and programs for the fall winter season and advertisers bid to get the best spots.In this last season, the large chains have been more flexible when it comes to selling advertising (until now, you either bought 80% in advance or you did not buy) and they have also had to see how advertisers asked for more proof that the ads really worked . If the medium seems less attractive, it seems more likely that brands and companies will lower what they invest in their campaigns.

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