The coronavirus crisis has had a brutal impact on many facets of everyday life. Citizens have seen how during the last year there were confinements, reductions in mobility and schedules, recommendations on how to do things or hygiene control measures. For companies, the last twelve months have meant adapting at all times and keeping pace with changes.One of the areas in which things have changed significantly has been advertising. First, companies have had to adapt their creatives. Thus, advertising has gone through multiple pandemic stages , changing its messages and its formats and focusing on what consumers wanted at all times. Second, companies have had to adapt to changes in media and content consumption and to negotiate the inclusion of ads in the year of the coronavirus.
But what big changes have Grenada Email List occurred in how advertising and advertising spend is managed this year? The most important, as they point out in an analysis published by CNBC, will remain beyond the year of the pandemic.The consolidation of connected televisionOne of the observations made by one of the directives with whom they speak in the American environment is perfect to understand at what level of depth the changes have occurred. For the giants of the ‘usual’ cinema, releasing a movie directly to premiere on a streaming platform “was like blasphemy.” Now, “that barrier has been broken.”Throughout the last year, film majors have had to put their movies online if they wanted to have viewers and plan to continue doing so throughout this year.
Possibly, the change has already occurred forever.Cinema is nothing more than a spearhead of a profound change that has taken place in how the market operates. During the months of confinement and reduced mobility, consumers have taken refuge in television, but not exactly in the usual television (although audiences have risen there too).It has been the great year of streaming, with platforms that came out just during those months (Peacock or HBO Max in the US or Disney + in Europe) and with growing audiences for on-demand content.All this has made brands pay more attention to these types of formats and their advertising possibilities, but also that it has affected how ads are bought on traditional television (American televisions, for example, were endangered by their classic season from upfronts: Brands didn’t want to commit this far in advance). As one analyst explains, it is as if five years of change has been concentrated in 2020.The great year of commercially, 2020 has been the great year of electronic commerce, even in those areas where buyers were reluctant to make purchases online. You just have to think about supermarkets and how they have gone from being a kind of eternal promise of the great next online revolution to becoming one of the online shopping destinations that consumers were looking for.In general, the data from the different markets shows a growth in e-commerce.
CNBC refers to the US market and how it increased by 32.4% in spending on online purchases during 2020 compared to 2019. Some estimates suggest that in Spain, in the same period, eCommerce sales increased by 36% and that will continue to grow in 2021. On average, Spaniards will spend about 900 euros per person online.In addition, and going back to what the analysts with whom the US media spoke, the interesting thing is that growth has been transversal, touching all demographic groups.All this has led to new services appearing and spaces being promoted (from the growth of augmented reality to ‘test’ products to the growth in Interest visitors by buyers looking for inspiration for their purchases), but also that advertisers focus more and more in this environment.Advertisers are spending more money advertising on eCommerce sites and shopping apps and paying more attention to new hybrid content and shopping formats (live shopping is one of them).
The market demands to be more flexible But the changes are not only in advertising media and scenarios, but also in the very essence of how advertisements should be made and how things should be negotiated. The aforementioned crisis of the American upfront season is a great example: Advertisers didn’t want to commit to months ahead when they didn’t know what to expect in a couple of weeks. Therefore, the new dominant trend is flexibility. Things should be adjusted to the moment in which they are.This also implies, as they point out in the analysis, flexibility in working in marketing and advertising. Workers have had to adjust their reality at work to what was happening around them. For example, you have no longer been locked in the same boardroom working on an idea ad nausea. Each was at home.