Media and Marketing After the Virus

At some point in the not-to-distant future the “all-clear” will be sounded, and people will start walking out of their doors to catch a breath, look around, set their bearings, and begin to rebuild.

While the attempt will be to “go back to the world we once knew” I think we all realize that the events of the past few months will forever strike a fundamental paradigm shift to how we look at the world. That shift in turn will change how we interact, socialize, and communicate with each other. Our priorities will have shifted, as will our overall habits.

We in the mass communications and marketing world need to be ready for these changes because they will be far reaching. It would be worthwhile to start asking questions and discussing possible outcomes now so we can prepare for marketing’s “Brave New World.”

A primary discussion should be about our data. How relevant is the data before and during COVID-19 when we try to project and optimize after it? Should we rely on years of algorithms or should we chuck them out the window and start over? Programmatic advertising is already facing changes because of Google’s movement away from cookies. Do we speed up the development of first party data platforms?

We also should discuss the impact of remote working and “social distancing.” Are these two phenomena going to persist? If so, how do they impact consumption of media and marketing channels related to commuting, events, a change in what is done with free time, etc.?

An increase in remote working after the virus will decrease commuting. Immediately, we would need to look at terrestrial radio. Will AM and PM drive media presence reduce in priority? Should we focus more on daytime? What formats become more in demand?

Outdoor as a medium has seen remarkable increases over the past decade, but with less commuter traffic, how do we keep it relevant? Do we buy fewer bulletins which tend to be on major highways in favor of more posters which tend to be in local neighborhoods? If so, zoning issues become even more of a concern. Do we see an increase in “one-sheets” and “two-sheets?” Do we see more advertising by non-CPG companies on grocery carts…such as plaintiff attorneys, car dealers, etc.?

 With an increase in remote working, could we see more usage of desktop computers throughout the day? If so, will this could lead to even more subscriptions to Netflix, Hulu, and other OTT providers and more cable cutting, especially in older demographics who have been slower to do this? Will Target audiences become even more fragmented creating more demand for addressable messaging? Advertising opportunities will be fewer but have greater impact.

Could “digital media” splinter even more into more distinct media and usage habits with the phone taking on more social presence, more one-to-one or one-to-few communications, but with average time per session dropping? 

Could the desktop fall in importance to direct communications but increase in relevance as the information center? For those of you who have seen the Johns Hopkins University COVID-19 dashboard, you understand very well how its mobile application is much weaker than the desktop is simply because of screen size. Will bigger touch screens will increase the versatility of the desktop even more so deep-information desirous users can see far more than on a 2.5” x 4” smartphone?

The tablet or offshoots of it could gain strength and rise in significance, but will it continue to be a compromise of the other two platforms?

As more and more cable cutting takes place, will the inexpensive small computer may become more capable as the linear TV media hub? ROKUs, Chromecasts, Raspberry Pis, and others have very low out-of-pocket costs and are very robust in what they can serve because their small memory cards have been reconfigured to serve the same role as solid state hard drives.

My $35.00 Raspberry Pi 4 is connected to my television now. https://www.raspberrypi.org/products/raspberry-pi-4-model-b/ I just loaded the Curiosity Stream add-on. It already runs Netflix. It is capable of feeding two 4K screens simultaneously. It has 2 HDMI outputs, 2 USB2 outputs, 1 USB3 output, N Wifi, and an Ethernet connection. All in a device about the same size as a small plastic soap case. With no moving parts other than a cooling fan, it is highly reliable, and in a pinch, I can use it to check my e-mail. Microsoft is developing a similar windows-based unit and I believe Google is also. Could these units replace the set top box? If so, how does that impact audience measurement by Nielsen, ComScore and others?

What is going to happen to sports? Does it come back in a huge way or does a significant amount of the consuming public find they can do without it? With social distancing the new norm, how will attendance be? Do stadiums reduce their seating so that there is greater opportunity to socially distance themselves?

Will we see a reduction in the number of live events with some indoor game arenas becoming television studios with very small audiences (similar to Roller Derby back in the 1960’s)? Do events and festivals become fewer and smaller? With both these and sports, what new activation strategies do we use? Will people be as receptive to paper literature and premiums that invade social distances because of the hands that touch them?

Similarly, will coupons be as relevant or does the loyalty program morph to be able to accept digital coupon redemption? 

I believe is time to start addressing these issues now and begin developing new research to project where we are headed, because at this point, where we were is irrelevant.

Please feel free to comment, ask more questions, or provide your own prognostications.

#covid19, #coronavirus, #mediaplanning, #mediabuying, #mediastrategy, #marketingstrategy, #marketing