Many have been the companies that have launched special advertising campaigns during these days. Confinement to stop the coronavirus pandemic has forced messages to be readjusted and to try new types of content, many designed against the clock and with a much more limited range of available resources.Brands have used emotions, created moving stories and established the idea that they will always be there for us. Studies have been indicating that consumers welcome advertising to continue and that they want companies to be part of this situation with special campaigns and messages. But are coronavirus announcements really efficient? Are we paying more attention to those ads or are we paying less and less attention?The truth is that, from the outset, it should be pointed out that some ads have already fallen into a kind of general cliché, which makes the messages too similar and that the advertising seems interchangeable.
This impacts how the message is received, because if all the ads look alike and follow the same Portuguese Timor Email List guidelines, brand recognition is jeopardized.But beyond that, ads that use coronavirus and integrate with the moment are especially effective. A study has just shown that, in the same scenario, we pay more attention to special campaigns linked to the coronavirus than we did to the campaigns of those brands before (and that they were unrelated to the coronavirus, hopefully).The data comes from a study by Lumen, which used advertising in a free newspaper as a yardstick to measure attention. Study participants received a pdf of an issue of Metro and their eye movements were followed. The heat maps showed that the specials attracted more attention than usual.
In figures, the study concludes that ads that focus on the coronavirus and use it achieve a higher than average time. The average advertising viewing time in this context is 2.5 seconds. The announcements linked to the crisis achieved 2.7, which represents a rise of 2.1 seconds.In specific cases, the data is much higher. One of the ads analyzed is one from a bank, a not particularly visually attractive text that occupies an entire page. That type of ad would have averaged 3.6 seconds, taking its size into account. In the era of the coronavirus, and talking about the disease, he achieved 5.1.The interesting thing is not only that data, but also what happens with the advertising that appears in the same medium and that, however, has nothing to do with the coronavirus.
The attention obtained by non-disease advertisements is 4.8% lower than what they should have achieved on average. That is, consumers are paying less attention to non-disease advertising.Yes or no for consumers?The study also asked consumers directly about their perception of advertising in times of the coronavirus. Beyond what the science says and what your gaze movements point to, should advertisers focus on running special campaigns?Consumers neither prick nor cut. 55% of those surveyed indicate that they do not feel either for or against this type of advertisement. Even so, 41% of the study participants recognized that advertising during these times makes them feel better about the advertiser.