There is a rather enlightening phrase that reads: “In the middle of difficulty, there lies opportunity.” These are Albert Einstein’s wise words which are extremely relevant at this point in time.
The new Coronavirus (COVID-19) has taken over the world (literally) as governments are trying to contain it by closing down public spaces, schools, events, and even borders. These measures signify an incredible loss for an increasing number of companies, such as Spotify, Google, Unilever, and the global market in general.
However, we are inspired by Einstein’s words and due to the significant changes in consumers and marketers, this is our chance to do something about it. Throughout this guide, we will discuss how ad agencies and businesses can optimize and automate their display ad strategies. Walk with me?
How Marketers & Ad Agencies Should Be Responding
Throughout the social changes the Coronavirus has presented us with, there are many short-term adaptations that need to be in place to continue succeeding.
61% of marketers have already altered their short-term media strategies and only 9% have made long-term changes. Now is the time to make big moves online and stay away from offline. Plus, the budget shift is not as surprising due to digital media being consumed at a higher rate due to the lifestyle of all post-corona audiences.
The truth is, all companies should be making efforts to optimize and automate their digital-media and online advertising strategies. Making these efforts in processing and publishing will ensure you come out on top. Beware of sitting around waiting for your competition to make big steps!
The Ultimate Tool to Optimize your Display Ads Processing & Publishing
Whether you’re the owner of a marketing or ad agency, you need to be able to serve your clients with reliable strategies that will make them stand out from the crowd – now more than ever. But for this, you need to count on reliable tools that make the job a lot easier and faster!
One of the tools I’m referring to is Bannernow. In times like this, you need to produce display ads for a wide array of clients and industries with minimum efforts. Especially if you are handling different accounts, with Bannernow a single designer can easily create hundreds of display ads in one week.
Bannernow not only allows you to create and publish to major networks in bulk, but you can also choose from compelling designs that will surely drive high CTR.
Make the Move to Flexible Channels
Apart from making short-term media efforts, there are other ways you can ensure your success (and your clients’) throughout the Coronavirus outbreak. This has to do with moving to more flexible channels.
During times like these, you notice your client’s budgets are being cut almost in half. This means it’s time to move towards cheaper and more flexible channels. This is where programmatic advertising comes in, if you’re interested, of course.
At the moment, programmatic advertising’s impressions are increasing and you may need to look into it.
Both display and video ads are supported on programmatic advertising and these are the channels that will most likely increase in your short-term media plans for your clients.
As a matter of fact, all out-of-home advertising such as billboards will have much lower exposure due to people being on quarantine. Due to this, event marketing has come to a halt, and that marketing budget will quickly pivot towards online ads.
Also, there are many B2B brands that are increasing their digital advertising spend to compensate for leads they otherwise might have picked up at events. You see? This all translates into new opportunities for your ad agency to revamp your client’s strategies.
Flexible Channels Call for Flexible Resources
It’s true! In order to pivot towards more flexible channels, you need the flexible resources and platforms to support your strategies, especially if you’re growing more and more interested in programmatic advertising…
A great example of a flexible tool during this time is Bannernow. You can download multiple banners at one in many formats including HTML5, AMP, GIF, MP4, and PNG.
For optimization, you can automatically set the 150kb limit and optimize your banner for this target size so they get approved much faster.
What this essentially means is to consider that “this too shall pass”. This isn’t to say you shouldn’t make the efforts towards success. Now is your chance to rise to the top of your competitors with the appropriate marketing tools and strategies in place – both short and long-term.
The uncertainty this situation makes us feel is definitely understandable, however, let’s not forget that this too shall pass. During times like these, every marketer and advertiser should focus on polishing up messaging and advertising across digital channels – because the truth of the matter is… we will be remembered for our actions during tough times.
With this, I want to imply that it is not the time to “shy away” from new growth opportunities. Marketers should not forget that in the middle of a crisis – you need to be innovative. A good marketer will know to execute his/her ideas.
Embrace the Digital Opportunities
With the several affected companies cutting their marketing budgets, there may be a drop in CPM and CPC prices (due to the decline in competition). If this doesn’t translate into opportunity, I don’t know what does. This is your chance to acquire new customers at a lower cost than months before.
Also, keep in mind that consumers will spend more of their time watching or reading the news. This presents an amazing opportunity for marketers to publish compelling and relevant display ads. You can definitely capture the attention of your target audience at a lower cost than the pre-COVID19 period.
Finally, Adapt Adapt Adapt
An important part of being successful is being able to adapt. Keep your business as digital as possible and learn from the shifts in society. Make sure you are locating your target audience and continuously learning about how their lifestyle has changed.
Remember, only optimized businesses will survive, so you should do everything in your power to optimize your agency work with the correct tools and strategies. Good luck!