By: M4G Bureau
Last updated : March 25, 2020 9:51 am
City lockdowns in the wake of COVIC-19 pandemic hurting OOH
“In many markets we see media plans moving towards a primary shift to ‘at home’ channels. Where people are in lockdown or have to self-isolate, they turn to TV, streaming services, online, social radio, and also podcasts. In China there were recorded rises in TV and online usage. In Spain on 15 March, Kantar reported average household viewing of 6 hours. And in Italy, linear/connected/streamed TV usage is reported to be up by around 35%”, she adds.
The categories of brands which are postponing or cancelling planned campaigns include those in the travel or airline categories.
Advertisers are now being more sensitive to the context too: in programmatic deals sensitive keywords related to COVID-19 are being excluded. Across other sectors advertisers are also taking a cautionary approach and requesting omission from COVID-19-related content.