Did Someone Say There Was a Pandemic?

You may even have clients who are telling you they have nothing to sellamp160We will talk about this comment laterThis is all happening of course because of the stops in the supply chain governmentfunded extra unemployment benefits and so much more The impacts of a countrywide shutdown are being felt far and wide and the ripple effects are tremendousTo add more complexity privacy changes issues with the FANG that are beyond our control and changing media consumption have all made reaching a consumer when you have different inventory or products to sell even harderSo with all of this you might think advertising has slowed to a halt right Well no amp160that is not the caseWhyThere are several reasonsFirst you can cover the difference between abovetheline and belowtheline approaches to marketing air cover amp8211 versus response or business outcomebased marketingSecond we can discuss that smart marketers who look back at history and see pullbacks or recessions know that those marketers who continue to advertise or double down come out stronger on the other end Now we can debate that this is nothing like we have seen before amp160but stick with me amp8230Innovation comes from challenge and change COVID has changed so much about the way consumers shop buy consume media work and so much more that companies need to change the way they advertise operate manage teams and moreOn the company side here is an interesting example we have seen The furniture industry that has relied for years on the Middle East and Asia is now turning to closer regions like Mexico to try to produceDespite all of these challenges Magnite and others are predicting record ad spend in 2022 as the Vshaped return hits its peak and spending eventually levels out This is because of predicted rebounds in supply chain coupled with the 2022 midterms and an Olympic yearAccording to the report quotLooking at spending verticals only four auto travel restaurants personal care will remain under index 100 at year end 2021 but they will all catch up to preCOVID levels in 2022 amp160A return to normal business conditions for all verticals a robust macroeconomic outlook and the midterm election boost will fuel doubledigit growth again in 2022 12 to reach the 300 billion mark for the first timequotAs indicated in my previous FANG article we expect that a large portion of this budget in 2022 will benefit TV and audio all forms linear and CTV as well as digital audio in particular as these traditional mediums provide additional levels of targeting measurability brand safety and attribution and because some of the digitalfirst mediums like Facebook Twitter and Google will likely not be considered by midterm advertisers as favorable as they had been in pastClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Did Someone Say There Was a Pandemic?

Author

Publish date

Channel

Gabe Greenberg

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Did Someone Say There Was a Pandemic?

Enjoying This Commentary? There's More to Love

Gabe Greenberg

TAGS:

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

Cookies