The domino effects from the COVID-19 crisis continue to impact all types of business causing need to change their advertising strategy. As the impact of COVID-19 continues to unfold, brands and agencies need to keep a up to date with the changing consumer behaviors and ensure they are prepared for any outcomes and find new opportunities.
Recently the Interactive Advertising Bureau surveyed nearly 400 media buyers and brands. The results were surprising: 74% think the coronavirus pandemic will have a larger impact on their advertising spend than the 2008 financial crisis. According to the President of Interactive Advertising Bureau, David Cohen, “Typically marketers will press pause for a moment, take a breath, assess the situation, replay and reevaluate.”
A survey conducted by the platform Numerator indicated many industries are shifting their messaging to in-home delivery. As example, restaurants are pivoting to food delivery message. Numerator reported that Burger King and Little Caesars are even advertising new delivery options available in their stores.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
One of these concepts uses bar coasters as ad space that gets delivered together with your ordered drinks at the homes of the audience.
Bar Advertising – In-Home Deliveries: How Does it Work?
This bar advertising option leverages printed coasters to reach the audience at a relaxing environment. The logo and message are printed on coasters and distributed to the venues you select. Specific targeting is enabled with an in-house technology to profile the demographic region and pick bar advertising addresses according to your campaign plan.
Bar advertising is a creative option to spread your message in a relaxing environment.
Bar advertising programs can be run locally or nationwide. Most of the metropolitan regions are covered. The venue places the printed coasters on the dining or bar tables generating a direct impact on the consumer who receives the message in their hands. This is guaranteed impression as they must take the bar coasters in their hands. Approximately 1,500 coasters/month are distributed by each venue generating estimated 0.7M of impressions. The concept of using coasters is a unconventional tactics that surprises the audience in a relaxing environment delivering a high brand recall.
The Impact of Custom Printed Coasters
Today’s consumers are overwhelmed with advertising messages. The average US-consumer is exposed to approximately 3,000 advertising messages in only one day. This limits drastically the attention span of consumers due to advertiser’s intense attempts of persuasion.
The unconventional nature of this bar advertising vehicle raises level of interest in consumer and hence their willingness to expend cognitive effort to process message. The printed coasters are viewed by on average 4-6 other people in a relaxing environment enabling your target audience to better assimilate your message.
Traditional Out-Of-Home Advertising will become obsolete
By the end of second quarter of 2020, Barron’s projects that ad agencies would have lost billions of dollars from their income statements, leaving the future of media businesses endangered, if not crippled. Prior to the coronavirus outbreak, in December 2019, the U.S. ad market was projected to grow by 4.4%, mostly from selling ads related to politics and sports. But as of March 2020, revised forecasts indicate that Print and radio ad revenues are expected to drop by 25.4% and 14.1%, respectively, while OOH advertising will drop by 11.8%.
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