BBDO's Robertson on advertising shift amid the Coronavirus

The video discusses the impact of the COVID-19 pandemic on the advertising industry, highlighting shifts in consumer behavior and market dynamics. It covers how advertisers paused campaigns, the rise of e-commerce and streaming services, and the decline in travel-related advertising. The discussion includes global insights, budgeting strategies, and the industry's response to changing consumer needs. The video also addresses layoffs, media consumption shifts, and the return of sports events.

Which sectors continued to advertise at higher rates during the pandemic?

• Travel and tourism

• Gaming and streaming services

• Nonessential retail

• Automotive

What was a key advantage for advertisers in understanding consumer behavior during the pandemic?

• Early insights from China and Europe

• Higher consumer spending

• Access to more advertising platforms

• Increased advertising budgets

What is one positive outcome for advertisers who connect with consumers during the pandemic?

• Long-term positive brand association

• Immediate increase in sales

• Reduction in advertising costs

• Access to new markets

How are major companies planning their marketing budgets for the upcoming quarters?

• They are increasing budgets to pre-pandemic levels

• They are waiting for a second wave before deciding

• They are reducing budgets by 50% permanently

• They are preparing flexible plans based on recovery timing

What is a significant challenge for advertisers in planning recovery strategies?

• Limited advertising platforms

• Lack of consumer interest

• Increased competition

• Uncertainty about when to activate plans

What has been the impact of the pandemic on live sports channels?

• Increased viewership on sports channels

• Complete shutdown of sports channels

• No change in viewership

• Decreased ratings on sports channels

Which channels saw an increase in viewership during the pandemic?

• Automotive channels

• Travel channels

• News and kids channels

• Sports channels