COVID-19 is already having a huge impact on marketing, advertising and media. How are advertisers reacting to COVID-19? How will different media types ad revenues be impacted by the coronavirus health crisis? Portada got insights from brand and media agencies of the Portada Council System in order to gain some clarity. The answers to 7 crucial questions.
1. How are advertisers reacting to COVID-19?
“In this period, we know that consumers focus on basic needs and expect brands to supply and deliver them reliably. Consumers don’t want brands to stop advertising, but it must not be exploitative or insensitive,” Joseph Kiwanuka, Senior Manager, Cross-Cultural Connections, at UM tells Portada. A CPG brand marketer in the Portada network says that since the start of the coronavirus crisis, “marketing practices have remained consistent, one insight consistently being practiced is empathy. Messaging reinforces reassurance and value,” he adds.
2. How are brand marketers adjusting marketing expenditures?
Some corporations are freezing or postponing their plans (e.g. Turbotax as the tax deadline has been postponed to July 15). UM’s Kiwanuka notes that, “some of our clients are being tasked with pausing media campaigns and/or turning back media dollars to their corporations to help alleviate the impact to sales. Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go. We are taking things a day at a time.”
Many matters regarding media budgets are still up in the air and it is still unclear as to the direction that media budgeting for the rest of the year will go.
3. How are different ad-categories being impacted?
The impact on business and marketing activity will vary across industries, depending on how much demand and investment will be delayed as opposed to destroyed during this crisis. MAGNA, a centralized IPG Mediabrands resource that develops intelligence, expects the impact to be severe for the travel, restaurant, and the theatrical movie industry, significant for retail (check out Macy’s announcement to furlough 130,000 employees), finance and automotive, moderate for packaged food, drinks, personal care, insurance and pharma, and potentially positive for e-commerce and home entertainment. While the overall impact of the coronavirus on advertising will undoubtedly be negative (more details below), some sectors are actually starting to profit from the increased demand of families for home entertainment. “We are in a unique position during this crisis since we are the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner and even revising some original copy to align with current events,” a brand marketer in the online education sector tells Portada.
We’re in a unique position during this crisis since we’re the market leader in providing families online education at home. Day to day efforts include accelerating campaigns/creative to be in market sooner.
4. Advertiser COVID-19 Reaction
MAGNA released its revised March 2020 Ad Forecast last Friday and expects all-media full year ad sales to decrease by -2.8% this year as the spending cut from most industry verticals will be mitigated by the incremental political spend ($4.9 billion, up +26% vs 2016), and a V-shaped rebound in the second half (Magna). It remains to be seen if this forecast is realistic, as there is a significant downside risk (see question 7 below).
5. Which media types will be particularly hard hit?
Linear ad sales will suffer the most. MAGNA released its revised March 2020 Ad Forecast last Friday and it expects media suppliers’ total linear (National and Local TV, Radio, Print and OOH) ad sales to decline by -12% (-20% in the first half, -2.5% in the second half). The decline forecasted by MAGNA would be larger were it not for the political advertising revenues (2020 elections) to be obtained by linear TV, radio and print outlets later this year. Media vendors’ linear ad sales will shrink by -12% (incl. political) this year compared to approx. -4% per year in recent years. The decrease in advertising sales will reach -13% for national TV, -12% for OOH, -25% for print and -14% for radio. The outlook will be slightly more positive for broadcasters and publishers when including digital ad sales. Local TV’s non-political ad sales will also decline massively but political spending (almost US $5 billion, +26% vs 2016) will stabilize full year revenues (+1%).
The sharp decline in ad dollars is not necessarily a reflection of lower linear media usage in the last few weeks. In fact, the opposite is true: for instance in the multicultural space, Spanish-language news viewing increased as much as 50 percent last week among Hispanic adults 18-34 compared to the week prior and 123 percent versus last year. Hispanics over the age of 50 are already heavy news consumers, but their viewing has increased as well (29 and 46 percent, respectively). In addition, for the week of 3/16 -3/22 linear TV usage had as much as 182 percent increase among Asian American teens, compared to the same day the prior week.
The other major loser is experiential marketing as mass gatherings are out of the picture in the next few months. One brand marketer interviewed by Portada who wanted to remain anonymous told us that “investment is mantained in all channels except experiential.”
Investment is mantained in all channels except experiential.
6. Digital Advertising: More Resilient
At this stage, the total market decline anticipated (-3% or -$6.2bn vs 2019) remains less severe than the decline experienced in 2008-2009 (-20% or -$33bn vs 2007), mostly because of the weight and resilience of digital advertising today. Magna expects digital advertising to be more resilient at +4% (-2% in the first half, +10% in the second half). Digital media ad sales will grow by +4% this year and re-accelerate to +7% next year. Search will slow down to +4.5% growth while social and digital video (including Connected TV) will continue to grow by high-single digits.
It has to be said that at least in the short term digital advertising, see above -2% in the first half of 2020, will be negatively impacted. Third party revenue generating platforms have begun altering their payment processes. Altice-owned Teads and ad tech company GumGum Inc have sought changes to their payment arrangements with publishers, with Teads invoking force majeure on contractual arrangements and GumGum proposing extended payment terms.
Search will slow down to +4.5% while social and digital video (including Connected TV) will continue to grow by high-single digits.
7. Is the advertising forecast realistic? “V” vs “U” shaped recovery
According to Magna, “at this stage, both the macro-economic outlook and the corresponding advertising forecast present a high degree of uncertainty and significant downside risk for 2020. The key question is how long the social distancing imposed demand shutdown will be. The U.S. economy has never been through a period like this in modern economic times. Right now, governments are substantially repressing economic demand through social distancing rules.
Right now, governments are substantially repressing economic demand through social distancing rules. The key question is how long the social distancing imposed demand shutdown will be.
While in Europe substantial efforts are being made to make sure that companies don’t go bust and employees don’t lose their jobs, that is not true for the U.S. despite the recently signed U.S. 2 trillion fiscal plan. This will become even more of an issue should the shutdown be expanded beyond April 30. Should the social shutdown be expanded to the late spring and summer, the economic and advertising recovery will be U shaped rather than V shaped. Therefore, the 2020 decline in advertising will be larger than the one in the Magna forecast.
Once the virus is under control the economy needs to be available to hit the ground running and that means that most employees need to remain employed to keep processes and know-how at their companies.
Another caveat poised by analysts is about the quality of the data regarding economic activity (and advertising demand). Most economic data is based on surveys. Are consumers and businesses going to be filling out surveys in this environment? Will data be reflecting accurate information or meaningless noise?
All about how Latcom and Disney designed a successful communication strategy for the new Disney films and empowered the world’s largest entertainment company.
The premieres of Toy Story 4 and The Lion King quickly broke audience records, becoming some of the highest-grossing films so far this year. To position these releases, Disney followed the advice and strategic guidance of Latcom, a company specialized in Out of Home Advertising (OOH). Thus, Latcom and Disney worked together in an effective out-of-home strategy that helped the success of the entertainment company.
To develop an action plan, the company analyzed new challenges in the entertainment world, current market demand and changes in the way movies are consumed. It was also necessary to face the challenges presented by the target audience. On the one hand, Latcom and Disney had to connect emotionally with those that saw the original Lion King; on the other hand, they had to seduce Toy Story fans who considered that the existing trilogy was enough, or that a fourth film brought potential to ruin the story.
The objectives were generating awareness with target audiences: centennials, millennials, families and fans; and positioning the films as “must-see events.” Consequently, Latcom designed a strategy based on the consumer journey, while identifying the key touchpoints for the campaign. In the end, it was structured around four OOH advertising modules and a mobile component that worked as a complement.
“It wasn’t just about buying media, but rather about doing an in-depth analysis of the consumer behavior of the different audiences in Latin America and the different targets that make up that audience,” commented Valentín Bueno, CEO of Latcom. “Each target has a different point of contact with Out of Home media. For example, in the case of children, who are a very difficult target audience to reach, we had to generate special networks close to the areas they frequent.”
The campaigns were executed in Buenos Aires, Gran Buenos Aires, Córdoba, Rosario, Mendoza, San Pablo, Rio de Janeiro, Mexico City, Guadalajara, Monterrey, and Puebla. A mobile component was included at some of the target’s points of interest to reinforce the main communication. Static images and gifs led traffic to the campaign’s website. In addition, geofencing technology covered a radius between 100 and 500 meters, in areas with a good concentration of the desired target audience, such as schools, sports clubs, parks, cinemas, and shopping malls, among others.
“Cities can be transformed into a hub for entertainment distribution and access to all kinds of content worldwide. This system has great potential and I think we can contribute a lot to it. Making this campaign for iconic movies like Toy Story and The Lion King filled us with pride because of the excellent results it had in all markets,” Bueno concluded.
Out-of-home advertising continues to grow hand-in-hand with technologies that provide the consumer with an interactive experience. OOH is expected to grow at a booming rate in the next years, with the global share of ad expenditures reaching 24% by 2021. We talked about OOH to experts Jill Brooks (Business Development Director, U.S. at Latcom), Vanessa Hartley (Associate Media Director, Outdoor Media Alliance, Hearts & Science), Michael Lieberman (Co-Ceo, Kinetic, North America) and Leonor Palao (Creative Brand & Advertising Leader).
Out of home advertising is one of those things that we can’t imagine ever not being in the world. Billboards and street furniture have accompanied consumers on the go for at least a couple of centuries. Today, street furniture (like bus shelters and telephone boxes), transit advertising (placed on buses and taxis, or anything that addresses travelers and commuters, and other media comprise 34% of total outdoor revenue in the U.S. Marketing “on the go” has grown more than anyone could have expected thanks to new technology and integrations with online marketing. In 2017, out-of-home advertising attracted 6% of global ad spending, and predictions indicate it will grow a yearly 4% to reach US $33 billion by 2021.
The King of Traditional Media
Moreover, digital billboards and furniture, as well as other alternative formats, have accounted for the explosion of OOH while other traditional media have continued to fall. According to Magna, DOOH already accounts for 22% of revenue in some markets like the UK and the global share is predicted to grow to 24% by 2021. Therefore, it makes sense to say that OOH is “booming”, and advertisers should seriously explore the opportunities it offers and include it in their multi-channel strategy, particularly now that emerging technologies allow consumers to interact with outside advertisements in ways that we haven’t seen before.
According to the OAAA, consumers spend 70% of their time out of home. Thus, outdoor advertising is a most convenient format, as it reaches consumers wherever they are at any moment of the day. We spoke about this to Leonor Palao, a former marketer at OppenheimerFunds. She says that the reason why OOH is growing so much is perhaps that people pay attention to well-crafted messages they see outside, as opposed to the ads they see online. “Brands are overwhelming their audience with online ads,” noted Palao. “People are becoming blind to ads on their phones and on the web. There is a lot of news about cookies and privacy, and as marketers, we have to think of smarter ways to deliver our messages so they make a greater impact.”
How Has Out of Home Advertising Evolved in the Latest Years?
Technology has allowed outdoor marketing to become digital. Digital out of home advertising, or DOOH, maximizes creativity and location possibilities. It’s not limited to roadside ads or furniture; it can be on a screen in a gym, elevator, airport, taxi, you name it. In addition, the power of online data allows marketers to tailor DOOH campaigns according to consumers’ location, time of day, weather, or other factors.
Brands are overwhelming their audience with online ads, […] as marketers, we have to think of smarter ways to deliver our messages.
“Certainly, over the last 10 years, the proliferation of OOH formats and the overall volume and capability set of digital screens has evolved,” shared Michael Lieberman, Co-CEO, Kinetic, North America. “I am most excited about how we have evolved our understanding of OOH’s value in the media mix. Namely, our ability to measure and derive the true impact of OOH on business objectives and ROI is what will set OOH on its next phase of growth.”
In short, OOH isn’t static anymore. As Jill Brooks explained, “today OOH advertising has evolved with new dynamic digital assets. Thus, messages are more interactive and engaging for their target audience. Additionally, today’s OOH also offers new ways to measure the ROI of each campaign.” Consequently, technology is allowing brands to create more effective efforts overall. “Technology gives us better abilities to serve up unique creative based on what we know about the people who are exposed to OOH,” pointed out Leonor Palao.
How Does OOH Connect to Online Marketing?
Marketers have started to realize the possibilities of integrating digital marketing with out of home advertising. More specifically, synergies with mobile marketing favor greater engagement with brands. “Studies have shown that when someone sees a billboard they are more likely to recognize the brand and click on a mobile ad,” said Jill Brooks. “We let the target get familiar with the brand. We awaken their curiosity so that when they see it on their phone or smart device, they will want to know more.”
As brands leave other more traditional advertising media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role.
OOH and Mobile Working as One
“Social media and OOH also have a symbiotic relationship,” added Vanessa Hartley. “When social components are integrated with OOH campaigns, reach is amplified. Congruently, OOH is the most socially shared media format.” To that effect, Michael Lieberman pointed out that incorporating OOH into a campaign boosts pretty much any other channel. “Incorporating OOH into a campaign boosts the ROI of other channels,” he declared. “With mobile already established as the first screen for most consumer behaviors (and 5G on the way), OOH will continue to prove its value in driving mobile-based business outcomes such as downloads and m-commerce, while boosting results for related mobile activities such as search, social engagement and display/video CTR.”
When discussing her example of the ads in elevator screens, Leonor Palao also mentioned the opportunity to make synergy with the building’s wifi. “We could retarget wifi users who’d seen the ad by their IP address,” she explained. “Once familiar with their location, we hit them with a higher frequency. We hoped that the consumer would get familiar with the brand and recognize the message.”
Is OOH for Everybody? Which Categories Can Benefit the Most?
When we asked our experts about this, we received opposed opinions. Jill Brooks believes that OOH is a good idea for all categories. “As brands leave other traditional media and shift their investments to an unavoidable and measurable vehicle, OOH will inevitably play a more important role,” she told Portada.
Michael Lieberman, on the other hand, thinks that there’s one category that gets the value out of out of home advertising more than the rest. “Through OOH, entertainment really instigates behavior change,” he said. “Entertainment brands use OOH as a way to generate engagement on social media by implementing influencer strategies. Stars post photos of their OOH campaigns on their own social channels. Thus they are amplifying the reach and effectiveness of the OOH campaign.”
Finally, Leonor Palao considers that it’s not about categories, but rather about the message you are trying to deliver. “OOH exposure is a very quick lead. It needs to be a simple message,” she commented. “OOH is an excellent channel for brands that are investing in a brand campaign. Or for brands that have a continuous message that they’re trying to build among a specific audience. Depending on the message that you want to deliver, OOH should be part of your media mix but at a high level.”
What’s in Store for Out of Home Advertising?
According to the OAAA, Q4 2018 was the strongest quarter in 10 years for OOH. Strongest Quarter in 10 Years for OOH. Digitization is leading the growth for total OOH, and digital OOH represented 29% of the total in 2018. Of the top 100 OOH advertisers in 2018, one-quarter were from the technology sector. Apple assumed the top position for the first time.
As the OAAA explains, the success of OOH is largely due to innovation in technology and tools (digital units, audience measurement), plus more efficient sales and marketing efforts. OOH has also been largely immune from the decline in reach and/or consumption that affects television, print, radio and even digital display media to various degrees, especially among younger audiences. Magna forecasts steady growth through 2023.
The out of home company has hired Marco Zúñiga as General Manager of Mexico and Central America to strengthen its presence and development of new accounts and operations in key markets.
Latcom announced that Marco Zúñiga is joining the company at its Mexico office. His main objective is to increase the company’s presence in Mexico and Central America. Marco’s experience includes a position as Director of Operations and Business Development for Rain Advertising, a communication solutions company in Mexico. He also was the founder of Unédito.dos, applying a business model oriented to communication solutions for customers. He was also CEO of Initiative Media in Mexico and Central America, positioning it as the third media agency in a three-year period. Marco is a graduate of Northwest Missouri State University with a Bachelors’s degree in Marketing.
“There were several important reasons that led me to be part of Latcom, however, the main one is the growth challenge that Latcom Mexico and Central America have while expanding its presence at the regional/global level. I am confident that we wil be achieving that goal by capitalizing on our talent, strengths, tools and services to position Latcom as OOH’s global solutions leader,” Zúñiga states.
Portada is glad to announce the appointment of Jill Brooks as Business Development Director at Latcom, U.S. Congratulations, Jill!
Latcom, the company specialized in OOH advertising, has appointed Jill Brooks to Business Development Director in the U.S. Latcom’s plan is to expand its regional operations, which is why they chose Brooks and her more than 20 years of experience in media marketing and ad sales to drive the company’s growth.
Jill Brooks covered the U.S. market while working at the Washington Times and Hispanic Magazine, and performed as Senior Account Manager at Condé Nast Mexico and Latin America over the course of 12 years, later becoming Senior Sales Director at Grupo Expansión. Brook holds a Business Administration degree from the University of Miami, and studied International Marketing and PR at the Rosslyn Finishing School in London, UK.
“Belonging to the Latcom family is a privilege. We are the world’s biggest OOH media network, offering 360 services to both local and regional customers. Our communication services go beyond strategic planning: we also offer exclusive teams able to coordinate globally and execute locally, closely supervising each campaign,” said Jill Brooks in a press release.
What: Smart Alliance is a new company that specializes in airport advertising space, with a focus on travel retail and luxury.
Why it matters: Smart Alliance is the largest airport alliance in Latin America, reaching 40% of the passengers that move through the top 10 airports of the region.
Smart Alliance, a new company that specializes in the commercialization of advertising space and special airport activations with a focus on travel retail and luxury, is the largest airport alliance in Latin America. With an exclusive network in Mexico, Brazil and Colombia, it reaches about 90 million or 40% of passengers that move through the top 10 airports of the region. Global reach allows this airport network to be a point of contact between companies and passengers of the rest of the airports of the continent.
Smart Alliance’s communication services are based on the needs and interests of passengers, which they gather through a combination of technology, big data, and innovation. Rodrigo Manceñido, General Director of Smart Alliance, has over 18 years of experience in the travel retail and luxury industries throughout the Americas and Europe.
The company and its team were present at the latest edition of the TFWA Exhibition and Conference, the largest annual event for the Duty Free and Travel Retail industry worldwide, with Cannes as the epicenter of networking and business development for the company.
Another important milestone was its participation in the Festival of Media Latam (FOMLA) Miami, where Manceñido talked about “How to Use OOH in Airports Effectively in Travel Retail and Luxury.” During his presentation, he focused on Smart Alliance’s integral communication services.
Smart Alliance foresees 2019 will be an ambitious year. It will be attending the Duty Free & Travel Retail Summit of the Americas next March in Orlando, and again the TFWA in September, with a novel exhibition proposal in the Digital Village, with one2one dating service, presentation of new services, exclusive tools and expansion of its airport portfolio.
What: Latcom recently launched its 3.0 version of Checking Online. This unique supervision tool allows the company’s clients to have total control of the global campaign in real time.
Why it matters: Out-of-Home Advertising is gaining more relevance as technology advances. It’s very important that clients have a way of controling every aspect of an out-of-home campaign.
With the focus in optimizing and adding additional functionalities to the supervision service, Latcom, an international company specialized in global OOH, has launched its 3.0 version of the Checking Online tool.
Newly rebranded and redesigned, this new version of the platform appoints to a strict campaign control since the beginning, allowing for real-time-view from anywhere in the world by connecting from a mobile device.
This tool provides the users different filter possibilities while checking the campaigns: by name, by year, by country, by city and by category. Additionally, it gives all the statistics facts: range, frequency, OTS’s by element and total campaign among others, like images and videos of each element and its geographical location.
By navigating this new platform you can access the dashboard and check the general status of the current campaigns, allocated investments, competitive reports, OTS costs and download specific reports.
“On a year basis we focus on introducing innovative and tech solutions to our customers. While launching this newly 3.0 version we understand that the Control of the OOH communication is key for our clients, hence we continue to fine tune this homemade powerful tool: the Checking Online” Valentin Bueno, CEO & President of Latcom summarizes.
The 3.0 version is currently working and you can access with the user name and password in the CLIENT option at www.latcom.com
What: Through Havas Group pure player AdCity, the marketing company launched its mOOHbile offer, for facing the challenges of geolocation.
Why it matters: This new audience planning solution capitalizes on synergies between mobile devices and out-of-home media displays.
In an effort to combine out-of-home (OOH) media displays with mobile media, AdCity, a Havas Group pure player, presented its new audience planning solution its mOOHbile, allowing advertisers to optimize the efficiency of their OOH geolocalized campaigns.
“Tackling the mobility universe in silos doesn’t make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media. Today, a consumer in contact with an OOH advertisement is 17% more likely to activate the mobile advertisements (s)he sees and engages with the brand; and over 70% will do additional research on this same brand,” said Matthieu Habra, AdCity’s Head of Global Network, in a statement.
Tackling the mobility universe in silos doesn’t make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media.
The mOOHbile offer meets 3 objectives:
• Maximizing the campaigns’ reach through audience extension and segmentation
• Optimizing the overall frequency of messaging (retargeting and synchronization)
• Contextualizing content through DCO (dynamic creative optimization), context and data streams
What: Kinetic Worldwide, Latcom, and Mediakeys announced a partnership to create the a Global Out of Home Fulfilment Platform.
Why it matters: The Smart Alliance claims to be the first global-scale platform facilitating neutral access to OOH inventory and audiences across 250 markets, and allowing clients to buy media around the world from one simple location.
Kinetic Worldwide, Latcom, and Mediakeys, three major players in international out of home (OOH) media placement, have come together to form Smart Alliance. The Smart Alliance is the world’s first global-scale platform facilitating neutral access to out of home inventory and audiences across 250 markets. The platform is an industry first, allowing clients to buy media around the world in one simple location.
The Smart Alliance brings together the complementary expertise and geography of all three companies in one easy-to-access platform. The platform offers brands, and their agencies, a vital one-stop shop creating enhanced efficiency and accountability for any campaign.
The platform’s operations will be managed via a global hub. The hub will be dedicated to optimizing delivery on behalf of the alliance whilst each company maintains management over strategic planning and client operations in their home regions.
The Smart Alliance will utilize Kinetic for North America, China, India, and Northern Europe; Latcom for Latin America, Spain, and the Caribbean; and Mediakeys for Central Europe, Eastern Europe, Middle East, Africa, Southeast Asia, Japan, Korea, and Australia. Combined, the Smart Alliance platform gives its clients access to over 250 markets, 60 offices, and 1000 employees.
The Smart Alliance platform gives its clients access to over 250 markets, 60 offices, and 1000 employees.
“Smart Alliance creates the perfect platform for us to deliver increased efficiencies to all our accounts and to continue expanding our international footprint” says Mauricio Sabogal, Global CEO of Kinetic Worldwide.
“We have been extremely successful in creating value for our clients across Latin America and we are finding that they are increasingly asking us to look further afield. This deal enables us to do that,” says Valentin Bueno, Global CEO of Latcom.
“The strategic fit for us is perfect and plays to our strengths, whilst enabling us to bring further advantages to our clients.” says Paul Cahierre, CEO of Mediakeys.
The Smart Alliance breaks new ground in OOH. The increased efficiency and value will transform into a new industry standard for international OOH media budgets.