Brands want to avoid being seen as exploiting the pandemic crisis

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 30, 2020, 6:19 PM UTC

A recent Kantar research found consumers don’t see advertising in the pandemic as a problem.

This piece argues companies don’t want to be seen as exploiting the situation even as uncertainty grows as to how to respond to the crisis. But, advertising is essential for brands that want to improve their chances of a successful recovery.

The uncertainty has led some advertisers to block Coronavirus as a keyword, to prevent their ads from appearing next to stories about COVID-19. This has become evident with digital advertising being walloped by reductions in both spend and placements.

With brands pulling spend on major publishers, news organisations like the New York Times, CNN and the Washington Post are already seeing a negative impact. While these decisions might be temporary, there is a danger of starving news organisations of revenue when need them the most.

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