The coronavirus crisis has had a very high impact on business activity. Companies have had to adjust what they do and how they connect with their potential customers, needing to find new messages, promoting certain sales channels and assuming certain changes in how the market behaves. The blow has been felt in all areas, from consumer confidence to ecommerce sales, and has also forced a change in advertising strategy. The announcements have also changed due to covid-19.The changes have gone beyond simply forcing the launch of special corona virus campaigns, as occurred in March and April. The fit has been much deeper.As several executives of the advertising industry, responsible for different agencies point out, in an article by Fast Company , it has changed from how campaign proposals are made and the way in which agencies compete against each other (nothing to gather together in a same day to several agencies and their multiple proposals), in-house work in companies has increased (although also the appreciation of the know-how provided by agencies), the use of technology has increased or the use of technology has been completely changed. production of advertisements.On this last point, several articles and several testimonies from within the industry have been since the beginning of the crisis explaining that, for security reasons and to often comply with the regulations imposed by different governments in terms of social distance, it has been passed to make the announcements in a much simpler way.For example, the catalogs of fast-fashion companies that came out in summer were made with photos that the models themselves took.
And, as they point out in an article in The Wall Street Journal , in recent months the presence Taiwan Email List of non-professional actors in advertisements has grown: not infrequently they are the relatives of the team behind the advertisement, who are looking for talent that they can record without leaving House.How ads will change in the coming monthsThe changes in the advertising industry will not stop when the year is over. Just as it is almost assumed that the coronavirus crisis will not be over by the end of December, it must also be assumed that the changes that it has brought to companies will not end with the change in the calendar.As they explain in an analysis by Forrrester, 2020 has been a difficult year for advertisers and 2021 will bring them new challenges, no matter how much an industry that is already in a process of rapid change and no matter how tired its professionals are.
In addition to trying to entertain consumers and stop them thinking about the pandemic, ads will change how they do things and what they stand out for.The first big change that will mark the agenda of the year is the explosion of virtual ads. That is, advertisers will resort to personnel such as virtual influencers or to create creatives using adtech. Instead of traditional actors and stories, they will use technology to create those images. They will do it because they need to cut budgets and also the number of people present in the creation of an ad, but maintaining the quality of the messages.This relationship with technology will also be noted at other points.
Thus, Forrester predicts that brands “will push pandemic advertising to the limit.”The exciting announcements and piano music from the early days of coronavirus advertising will give way to more general advertising linked to the crisis caused by the disease and the incorporation of new spaces into the advertising strategy. Pre-roll announcements in video conferencing systems will be considered fair play, but also for example branded protective equipment.And finally, Forester foresees moves on the issue of morale and publicity. They believe that a great brand will make some movement in values that will have effects in general in the market: their decisions will affect what other brands will do.