As the COVID-19 pandemic has taken hold of our world, consumers have been forced to change their lifestyles, and consequently their shopping habits, in unprecedented ways. While many industries are feeling the economic impact of social distancing and stay at home orders, the experts agree:
“When times are good, you should advertise. When times are bad, you must advertise.”
With that in mind, here are 4 media channels worth investing in to reach consumers where they are right now: in-home.
Box Inserts
Box inserts are like the blue jeans of the media industry – they never go out of style and are a good fit for nearly everyone. But never have they been more relevant than now, when ecommerce shopping is at an all-time high. With consumers increasingly shopping online for both essential and non-essential items, now is the ideal time to place inserts in ecommerce shipments where they are guaranteed to be seen.
Direct Mail
Mail delivery is an essential service. And for many people who are confined to their homes, a trip to the mailbox has become an essential event – something to look forward to each day. Direct mail is already perceived favorably with consumers, many of whom trust it and recall its messaging more readily due to the tactile nature and less saturated environment. (USPS) Capitalize on this opportunity and use the mailbox to make a personal connection with consumers.
Connected TV
TV is king right now (and no, we don’t mean Tiger King). Consumers are turning to Connected TV not only as a means of entertainment, but as a means of escape from what is happening in the world around them. Streaming services like Hulu, Sling TV, and YouTube TV are seeing an increase in viewership and audiences are perhaps more captive now than ever. (Nielsen)
Social Media
In this time of social distancing, social media is a lifeline keeping consumers connected to the friends and family members they aren’t able to see in person. While engagement is up across the board, some platforms are faring better than others in terms of ad revenues. Facebook is expected to generate more than $85 billion in 2020 – a 22% increase over last year. (eMarketer)
While it may be tempting to play it safe during times of economic uncertainty, studies have proven that advertisers who maintain or increase ad spending during tough times are better able to weather the storm and emerge stronger once the economy rebounds than those who pause spending or pull back. (Forbes) So invest your advertising dollars wisely.
