As the physical world stopped in its tracks for a bit, online life has never been more alive. Digital media are breaking visitor number records as are the companies that pivoted to online sales and accelerated their digital channel communication efforts. For companies looking to survive it has never been more important to use advanced digital advertising technologies to communicate with consumers effectively. The winners of this crisis will be those who are ready to become digital.
We currently primarily purchase products related to our immediate needs. With the exception of basic necessities, we shop online and as the government containment measures are lifted gradually, we will return to our shopping habits, although they will be different. Advertising in digital media is a key communication tool for anchoring brands in the consumers’ consciousness. The pandemic will likely force the awareness of this fact onto the last remaining holdouts against digital transformation and digital forms of communication.
Currently, the global influence of the coronavirus pandemic on advertising investments cannot be accurately foretold yet. Considering the IAB survey on US market conditions, we can expect that most advertisers will be redistributing their marketing budgets in the short run.