From Generalist to Personalized: How Advertising Is Projecting Its Way Towards the Future and Changing Its Face
Posted: Wed Dec 04, 2024 7:22 am
What is the future of advertising in times of crisis? How do companies and brands react and what are the repercussions on advertising? Let's find out together.
“ He who stops advertising to save money is like he who stops the clock to save time. ”
This famous phrase by Henry Ford encapsulates all the value and importance of advertising for companies and brands, even in times of crisis .
Unfortunately, it is precisely in times of crisis that consumer purchasing behavior changes and often, with them, the budgets and advertising investments of companies.
From February 2020 to today, this is exactly what we are recording following the spread of the Covid-19 pandemic. According to a survey conducted in March by the World Federation of Advertisers (WFA), as many as 80% of multinationals have chosen to freeze advertising campaigns planned for the second quarter of 2020 , with budget cuts ranging between 20% and 40%.
And in our country? How did the major players react and what were the repercussions in the advertising world
?
The effects of the pandemic on the advertising market
How Digital is Revolutionizing the World of Advertising
Marketing Automation in the Advertising
Advertising Investments Collapse in Italy, Too: The Effects of the Pandemic on the Advertising Market
According to a study conducted by Nielsen relating to the first half of 2020, in Italy , there was a 22.4% decrease in advertising investments compared to the same period in 2019.
In particular, the more traditional channels, such as periodicals (-43.1%), radio (-37.4%) and outdoor (-56.4%), suffered drastic losses, while TV (-23.3%) and digital (-15.8%) managed to contain the loss to a greater extent.
Going deeper and analyzing the details of the main economic sectors, we can observe how the reduction in investments has particularly affected the travel sector (-69.1%), the leisure sector (-68.8%) and the personal use products and objects sector (-53.4%).
However, the cuts in investments for the clothing (-41.1%), automotive (-37.4%), personal care (-46.9%) and household appliances (-42.1%) sectors are also significant.
At first glance, therefore list of antigua and barbuda consumer email the emergency linked to the pandemic has not only changed the behavior and purchasing habits of Italians, but has also seen a significant drop in investments in advertising : the economic damage suffered by many sectors has inevitably also led to cuts in resources allocated to advertising and communication.
According to research conducted by the Internet and Media Observatory of the Milan Polytechnic , it is estimated that the Italian advertising market will undergo a very significant contraction by the end of 2020 , reaching the lowest investment volume recorded in the last fifteen years .
A particularly interesting fact also concerns the change in the way content is consumed that was recorded in the first half of 2020.
TV and the Internet have established themselves as the most used channels , with 42% and 40% respectively, so much so that, from an interview conducted by the Internet and Media Observatory of the Milan Polytechnic shortly after the end of the lockdown, 59% of the interviewees admitted to having used at least one SVOT (Subscription Video on Demand) subscription and to having purchased a Smart TV (38%) or another device (25%) to connect the Internet to the TV.
TV and Web therefore seem destined to be the most used channels in 2020 as well, but, despite the growth they have recorded in terms of use, the decline in advertising investments has also affected them .
“ He who stops advertising to save money is like he who stops the clock to save time. ”
This famous phrase by Henry Ford encapsulates all the value and importance of advertising for companies and brands, even in times of crisis .
Unfortunately, it is precisely in times of crisis that consumer purchasing behavior changes and often, with them, the budgets and advertising investments of companies.
From February 2020 to today, this is exactly what we are recording following the spread of the Covid-19 pandemic. According to a survey conducted in March by the World Federation of Advertisers (WFA), as many as 80% of multinationals have chosen to freeze advertising campaigns planned for the second quarter of 2020 , with budget cuts ranging between 20% and 40%.
And in our country? How did the major players react and what were the repercussions in the advertising world
?
The effects of the pandemic on the advertising market
How Digital is Revolutionizing the World of Advertising
Marketing Automation in the Advertising
Advertising Investments Collapse in Italy, Too: The Effects of the Pandemic on the Advertising Market
According to a study conducted by Nielsen relating to the first half of 2020, in Italy , there was a 22.4% decrease in advertising investments compared to the same period in 2019.
In particular, the more traditional channels, such as periodicals (-43.1%), radio (-37.4%) and outdoor (-56.4%), suffered drastic losses, while TV (-23.3%) and digital (-15.8%) managed to contain the loss to a greater extent.
Going deeper and analyzing the details of the main economic sectors, we can observe how the reduction in investments has particularly affected the travel sector (-69.1%), the leisure sector (-68.8%) and the personal use products and objects sector (-53.4%).
However, the cuts in investments for the clothing (-41.1%), automotive (-37.4%), personal care (-46.9%) and household appliances (-42.1%) sectors are also significant.
At first glance, therefore list of antigua and barbuda consumer email the emergency linked to the pandemic has not only changed the behavior and purchasing habits of Italians, but has also seen a significant drop in investments in advertising : the economic damage suffered by many sectors has inevitably also led to cuts in resources allocated to advertising and communication.
According to research conducted by the Internet and Media Observatory of the Milan Polytechnic , it is estimated that the Italian advertising market will undergo a very significant contraction by the end of 2020 , reaching the lowest investment volume recorded in the last fifteen years .
A particularly interesting fact also concerns the change in the way content is consumed that was recorded in the first half of 2020.
TV and the Internet have established themselves as the most used channels , with 42% and 40% respectively, so much so that, from an interview conducted by the Internet and Media Observatory of the Milan Polytechnic shortly after the end of the lockdown, 59% of the interviewees admitted to having used at least one SVOT (Subscription Video on Demand) subscription and to having purchased a Smart TV (38%) or another device (25%) to connect the Internet to the TV.
TV and Web therefore seem destined to be the most used channels in 2020 as well, but, despite the growth they have recorded in terms of use, the decline in advertising investments has also affected them .