In the past few months, there has been a definite shift in tone and content in most brand advertising. The majority of ads have been redirected to address issues surrounding the coronavirus pandemic -- topics such as staying at home and thanking frontline responders are particularly popular. eMarketer studied the effects of "disastertising" and discusses the current wave of pandemic-driven ads and what the next wave might look like in a podcast.
According to research from eMarketer, brand marketers have made significant changes to ad strategies in March and April. From March 17 - 2o, almost half of brand marketers surveyed delayed an ad campaign launch, (49%) stopped a campaign mid-flight (45%) or made media adjustments such as budget shifts (48%). For the period April 1 - 4, the percentages for these activities increased to 64%, 50% and 49%, respectively.
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