Author Topic: Advertisers scrapping ads, even if it means eating the cost.  (Read 332 times)

rcjordan

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Advertisers scrapping ads, even if it means eating the cost.
« on: March 25, 2020, 02:15:35 PM »
Top marketers discuss how they're adapting to the coronavirus - Business Insider
https://www.businessinsider.com/how-coronavirus-is-forcing-top-marketers-to-adapt-strategies-2020-3

buckworks

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #1 on: March 25, 2020, 02:37:01 PM »
That link triggers a paywall for me. Can you summarize what it's about?

rcjordan

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #2 on: March 25, 2020, 02:40:26 PM »
As the coronavirus spreads across the world, chief marketing officers are scrambling to pull and rework their ad campaigns.

CMOs are fearful that consumers will punish them if they appear tone deaf in a time of social distancing and economic uncertainty.

The exercise can mean combing through tons of creative and even scrapping ads, even if it means eating the cost.

 As the coronavirus spreads across the world, chief marketing officers are scrambling to pull and rework their ad campaigns, in some cases launching entirely new ads.

"When the storm passes, brands that did something to help people instead of just talking or raising awareness about the crisis will have built a stronger connection with people," Burger King's CMO Fernando Machado said. "More people are craving actions rather than stunts."

rcjordan

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #3 on: March 25, 2020, 02:43:16 PM »
Companies are using content to fill the marketing void

Freshly and WW are among companies that are doubling down on content, aware that people are increasingly confined to their homes with a lot more time to kill.

DrCool

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #4 on: March 25, 2020, 03:11:40 PM »
When the NBA, NHL, and MLB started cancelling games we pulled a bunch of ads for those leagues. We have been slowly turning them back on and haven't seen any blowback yet.

rcjordan

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #5 on: March 25, 2020, 03:24:07 PM »
But have you seen any increased sales from these ads?

DrCool

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #6 on: March 25, 2020, 03:24:57 PM »
>>But have you seen any increased sales from these ads?

The ROI is still there but the overall volume is lower.

rcjordan

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #7 on: March 25, 2020, 03:28:36 PM »
>ROI is still there

See, that surprises me.  I would have thought it would be better to just sit on your ad money for a while.

buckworks

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #8 on: March 25, 2020, 04:46:36 PM »
I'm seeing more and more affiliate merchants dropping their payouts to 0%.

That puzzles me, because they'd only pay anything if there was a sale.

rcjordan

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Re: Advertisers scrapping ads, even if it means eating the cost.
« Reply #9 on: March 25, 2020, 05:26:56 PM »
> puzzles me

Me, too. Unless they are having supply/shipping problems.  Whatever the case, they're abusing their affs to get some free branding.