The COVID-19 pandemic has impacted industries from all over the world and has already changed the way consumers are shopping. Digital adoption is at an all-time high, and it looks like the transformation will continue even after the pandemic is over. So what does this mean for the advertising world?

A Change in Sentiment and Messaging
Back in April, Adobe released its The Dos and Don’ts of Advertising During COVID-19. In the article, they described key factors every company must implement: authenticity, segmentation, and sensitivity. Your messaging must communicate your values clearly but sensitively, and needs to be able to reach your target audience. This is not the time to be bold, but rather a time to let them know you’re here to help them during these tough times.

The Impact of the Pandemic
According to Influencer MarketingHUB,

65% of respondents noticed a decrease in revenue
74% of brands surveyed are posting less on their social accounts
One out of four companies plans to increase marketing activities
Global retail sales will lose $2.1 Trillion in 2020

Although we can’t ignore the immediate effects of the pandemic, these are still only short-term
changes and do not reflect how customers will behave after the virus goes away.

Short-term Changes in the Advertising Industry
Short-term changes don’t always last, but it is still crucial for companies to adapt to survive the momentary crisis. Some of the biggest changes to look out for are:

More companies are focusing on Direct Response Campaigns (campaigns looking to make quick sales).
Advertisers are shifting their focus from sales to brand-building.
Most advertisers are focusing their messaging on safety, security, comfort, and health.

These three changes derive from the same place: consumer behavior. Since people are currently trying to save as much as possible, only companies whose products fit the “compulsive-sale” model are still focusing on sales ads. Competition is at an all-time low, making it possible for buyers to strengthen their brands through paid ads. This is because when you want to buy an ad on an online platform like Google, you need to bid for the available spot. So if less people are bidding for the same position, the price is relatively lower, providing more opportunities for businesses.

Long-term Changes in the Advertising Industry
Of course, we can’t ignore the long-term changes. Some current trends, like eCommerce adoption, may very likely stay, forcing businesses to rethink their online presence. TV advertising will have less of an impact, prompting advertisers to look at platforms like social media and video streaming services. Companies are also beginning to see the impact that content marketing is having, so paid ads will become more conversational, creative, and storytelling-focused. Ad spending might be low right now but will only grow up from here.

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