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WOW MKTG navigates every channel to deliver a brand's message, reshaping strategies during and after the pandemic to ensure we're effectively driving results for our partners. With an increase in online and mobile usage in the past few months, digital marketing has proven to be one of the resilient approaches to reaching targeted audiences. This week's newsletter focuses on the digital media and marketing trends brought on by COVID-19 and its impact on brand strategies. We hope it will serve as an additional resource to our extended family of partners.
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It feels like we hear the phrase "unprecedented times" too often these days, but when was the last time you "sheltered in place" for 100+ days? During this time, we have seen a dramatic shift in media consumption. Time spent streaming video content and connecting with family and friends via social media is at an all time high. From Tiger King fury on Netflix to Little Fires Everywhere on Hulu, Americans of all kinds are spending hours of their time in front of their TV or mobile device watching movies and programming. This presents unique targeting opportunities to get your message in front of targeted audiences as they enjoy their new favorite pastime. So why not consider testing a CTV (connected TV) campaign that allows you to place advertising in just about every video platform except for Netflix (which does not accept advertising)?
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And it's not only professionally produced programming that is enjoying the consumption boom. For the first time, we are seeing family produced TikTok videos and people learning new skills on YouTube. We are seeing these spikes across all demographics, meaning: all cultures, age groups, geographies and household configurations. It does not seem that COVID-19 is going anywhere either, so these new habits are here to stay for the time being. The good news for marketers is that these platforms also accept advertising and are not out of reach even for small or local businesses. These tools are not only great at generating awareness, but they help to attract new audiences that you perhaps are missing with your existing media plan. |
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Connected TV Usage Remains Above Pre-COVID-19 Levels As Traditional TV Viewing Normalizes
Connected TV (CTV) offers consumers an array of content options, ranging from streaming apps to gaming and over-the-top (OTT) channels. That variety is a critical element behind the increased usage. And while streaming video is a hot topic across the media landscape, it's important to note that more than 60% of the subscription video on demand (SVOD) minutes viewed are attributed to acquired content rather than original programming from the streaming companies. This speaks to the massive attraction that connected media offers, even when consumers have the freedom to go outside. Nielsen
Uptick in US Adults' Social Media Usage Will Likely Normalize Post-Pandemic
Research shows up to 51% of US adults are using social media at higher rates during the pandemic. Although elevated social usage continued at least into May, causing forecasts to upgrade for time spent on social networks, experts believe that when consumers eventually get back to their normal routines of school, work and social activities, the trends will moderate. It is predicted this will start to happen later in 2020, with a more visible downward trend evident in 2021 and beyond. eMarketer
Instagram Updates Eligibility Requirements for Instagram Shopping Ahead of Broader eCommerce Push
Instagram has launched an updated listing of eligibility requirements for its shopping tools, which will enable it to open its eCommerce options up to more businesses and individual creators ahead of the broader roll out of its new Shops option. The main change in Instagram's policy is the specification that the Instagram profile needs to be linked to an owned store or website. While you can't link to items on another platform, like RedBubble or Amazon, you can connect it to an owned store via an approved eCommerce platform like Shopify or BigCommerce, so long as it's connected to your Facebook account. Social Media Today
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| An entertainer at Walt Disney World for nearly 40 years, Billy Flanigan has ridden his bicycle thousands of miles the past few months, undertaking a lot of physical work to deliver a little cheer. His simple tune, personalized for the recipient, comes with choreography and the trademark Flanigan smile that has entertained Disney visitors in such shows as "Finding Nemo The Musical," "Tarzan Rocks!" and the "Hoop-Dee-Doo Musical Revue."
Orlando Sentinel
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Teacher visits and sings 'Ain't No Mountain High Enough' to students
When this Pre-K teacher missed her students amid coronavirus, instead of sending them a message, she sang it. To brighten each student's day and still foster a connection, Dawn Thompson traveled to her 21 students' homes giving each a concert by singing, "Ain't No Mountain High Enough." Good Morning America
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