Most consumers say brands should continue advertising amid COVID-19 pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 13, 2020, 2:56 PM UTC

Video ad platform Unruly surveyed 2638 consumers worldwide to understand how consumer behaviour is evolving.

This piece states 49% of consumers want brands to advertise to make them feel informed, while 37% wants ads to make them warm or happy. Only 2% of consumers think brands should pause all advertising during the coronavirus pandemic.

However, businesses should be cautious about their content and the manner in which the message is conveyed. The survey further found that 60% of respondents are spending more time with on-demand TV, live TV, online video, social media and messaging.

50% of consumers are also spending more time on smartphones, while 42% are using more connected TVs and 35% spend more time on laptops. Unruly’s VP of Insight Terence Scroope said the company has observed this is “one of the most engaged and literally captive audiences of our lifetime.” 

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