Having pulled back in Q1, some advertisers are gearing up for a big push in the second half of the year. Others are bracing themselves for a rocky road ahead.
| As the coronavirus crisis took its grip on the western world, many marketers initially reacted by pausing, or at least reining in, their spending. But that paralysis quickly dissipated as companies reforecast and adapted to the circumstances. Digiday analyzed the most-recent earnings updates from the top 10 ad spenders in the world (according to RECMA data from 2018; 2019’s ranking isn’t available until September) to see how they are adapting their marketing strategies to the ongoing crisis. Read more below. Having pulled back in Q1, some advertisers are gearing up for a big push in the second half of the year. Others are bracing themselves for a rocky road ahead. TikTok and Instagram are on a collision course, and individual video creators are at the center of the platforms’ budding rivalry. Despite the slew of advertisers that made a fuss about pulling their ads, Facebook’s ad business will continue to thrive — even as some of its biggest advertisers keep away. Free sampling — an age-old marketing tactic — has been decimated by store closures. Now women’s lifestyle title Marie Claire is getting into the sampling business with the launch of Beauty Drawer. For Digiday+ members, a new Digiday survey about diversity, discrimination and experiences at work found that the Black experience at work varies widely with the experiences of other people of color, and White employees. Other things to know about Join us at the Future of Work Virtual Forum: Diversity & Inclusion where we’ll offer actionable insights on everything from putting mental health first to staffing and accountability. Reserve your spot today for an interactive discussion with leaders from Verizon Media, Meredith, Team Epiphany and others. As pro athletes fill empty stadiums, brands are leveraging social media to reach fans. Live sports are receiving unprecedented engagement with social media users as pro leagues begin their seasons without live audiences. As a result, brands are getting actively involved in social media conversations around sports. Sponsored by Twitter. | | |
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