Going dark in a market during Coronavirus could lead brands to lose their share of voice

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2020, 10:44 AM UTC

Marketing spends could shift from OOH and radio to digital.

This article shares how advertising and marketing businesses are being impacted by the spread of Coronavirus. Goodway Group’s Amanda Martin states that advertising will feel the impact of supply-chain slowdown as how inventories hit shelves will influence how companies spend on advertising.

The article shares that streaming services stand to gain during this period with more people spending increased time at home with screens. Ecommerce could benefit from similar consumer behaviour.

Marketers could then move budgets from OOH and radio to digital channels to reach these consumers. Since campaigns are being postponed to a later date, the author states that marketers must be alert so as to not go completely dark. This can lead to companies losing their share of brand voice.  

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[5 minute read]