The coronavirus pandemic has had a brutal impact on the daily life of the media. First, he has completely broken work routines, has put his staff at home and forced them to paralyze their thematic agendas to focus almost entirely on a specific topic.Then he has made his peak work look little rewarded. Advertisers have paralyzed their advertising investments or have reduced them, either because of how the situation is affecting them financially (something that the media can do little about) or because they fear that the ads will have a negative echo these days.Some studies have already shown that consumers want to continue seeing ads and that they do not think it is a problem for them to appear with the content that the media is dedicating to the coronavirus crisis (as much as brands are reluctant). The last of these studies has not asked opinions, but has studied how the brain reacts.

Using neuroscience techniques, the study has established what perceptions consumers attach to Niger Email List the ads that appear accompanying this type of content. Neuromarketing and the coronation conclusions make it clear that, from the point of view of marketing, positioning those ads in that content is a good idea. The study , conducted by Neuro-Insight for the IAB in Australia, focused on seeing what patterns consumers attributed to the content that was being published and which were reflected in the brands that were advertised in it.According to their conclusions, the news during this crisis acts as a kind of mirror of values ​​over the announcements. The positive perception that they generate in those who read them has an echo in how consumers perceive the brands that are advertised in them.

In general, media users give informative content the qualities of connected, informative, with a public spirit, of trust, without expiration and of quality. Brands that were advertised in that environment were positioned as non-expiration, connected and trustworthy.To this, one of those responsible for the study adds that previous neuromarketing studies have shown that when content reinforces a perception of a certain strength, a certain value, it is more likely that that value will end up being reflected in that advertiser. That is, if the ad appears in a reference medium, with a certain clear identity and that readers connect with certain values ​​and qualities, it is more likely that these will leak into the perception of the brands.

The value of reference meansIn addition, the threat of fake news and the fear of false information has made Internet users value more the media content considered premium. The perception of them has been refined, which also impacts how the ads are seen.Therefore, experts conclude, stopping advertising in these times is not necessarily a good idea. They recognize that advertisers will continue to fear the effect such a negative theme can have on their ads, but what marketers need to consider these days is how to find the balance and especially how to make a strategy that fits the situation. You have to choose safe media, take care of the context and make creatives that adjust to this new environment.

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