As the country emerges from over a month of restricted living, questions now arise around how and when consumers’ lives will return to normal in the near future. Faced with uncertainty about the future, advertisers and marketers have exercised caution and are closely scrutinising their spend and activities to ensure their people and businesses remain viable once life returns to normal.  

政府の主要なキャンペーン施策に加え、ニールセンのAd Intelのデータでは、2020年4月全体で多数のカテゴリー分野が前年同時期と比較して広告費を増加させたことが示されています。COVID-19に関する主要なメッセージや、パンデミックに関連した製品提供の調整に関するプロモーションが頻繁に見受けられました。

In addition, when we look into the top 10 categories for COVID-related ads by ad count, automotive led the way. Keeping potential auto shoppers engaged at the right time is important, especially as companies are reopening their offices and people are faced with the dilemma of taking public transport, or possibly purchasing a new car.

The pandemic swiftly transformed all aspects of daily life, including how consumers engage with the media and retail landscapes. Adaption will be the key to survival, and the marketers who can begin to strategically evolve their approach to changing consumer behaviors now will be way ahead of the game when consumers find post-pandemic balance.