COVID-19 & Advertising: Understand the Shift
Understanding the Most Accurate Form of Advertising
There is no doubt that times have changed, even from just a mere two weeks ago. As the COVID-19 pandemic and response continue to evolve, we are seeing major shifts in our economy and our lives. Typically, offices would be bustling with employees, stadiums would be packed with fans, and restaurants and bars would be filled with happy customers. Now, most Americans find themselves limited almost entirely to the confines of their homes.
This new reality is resulting in a huge shift in data and digital marketing.
During these uncertain times, El Toro intends to do everything in our power to help our clients continue to deliver the marketing and advertising services their companies depend on. The best news: El Toro's suite of service offerings provide significant design flexibility to marketers as they confront the current market challenges.
First, some data…
With large numbers of workers at home 24/7, the vast majority of web browsing happens under the IP (or WiFi network) of the home.
China, the first nation to be hit by COVID-19, already reported a direct increase in daily mobile internet usage. According to a recent study, China’s mobile internet usage climbed from 6.1 hours in January of last year to now an average of 7.3 hours per day in January of this year.
TV consumption has followed suit. As most of the nation now works from home, Nielsen has reported that remote workers on average consume over 3 additional hours of television per week, compared to non-remote workers.
Online shopping is also spiking, particularly for essentials such as foods, beverages, toiletries, and other home products. It was found that France, Italy, Spain, and Australia all previously had overall low estimates of online shopping; but with the onset of COVID-19, these countries saw an average of a 69% lift in their consumers’ online shopping.
While much in the world now seems uncertain, one certainty is that advertising isn’t going anywhere. eMarketer did a recent study to highlight the impact COVID-19 has had on the advertising industry. According to the study, media ad spending is still expected to reach over $691B this year, a 7% increase from 2019.
El Toro’s Advantage: Embracing the Household
In these times when many workplaces, educational institutions, and recreational venues have closed their physical locations and are operating virtually, companies engaging in B2B targeting or audience targeting in offices, schools, venues, universities, and other business-oriented locations may need to adjust their approach. With El Toro, this can be done seamlessly.
In fact, it is household data that powers El Toro’s Household IP Targeting, which is currently seeing unprecedented levels of incoming data. With increasing levels of data at hand, El Toro is able to identify more households at the IP or WiFi network level than ever before. As El Toro is a leader in the market for targeting households with unparalleled accuracy, we can support our clients in adapting to the changing times and ensure their campaigns run as smoothly and optimally as possible.
Though businesses may be closed, B2B targeting is still possible, thanks to a core El Toro service: Venue Replay. With El Toro’s Venue Replay service, clients can map a specified location and select a date range from a week ago to up to six months in the past. El Toro can identify any devices (smartphones, tablets, laptops) that were at that location in the past, identify them after they leave the venue, and continue to target them with digital banner ads at their home and across all of their devices.
Therefore, while employees may not be in their offices currently and while restaurants may not be filled with their usual customers, El Toro can still access these individuals and target them with relevant advertising directly in their homes.
This is the power of El Toro advertising.
Webinar to Learn More
El Toro is hosting a webinar this week: Targeting Business Contacts at Home. This webinar will highlight El Toro’s ability to still conduct B2B targeting while businesses are out, and how to navigate advertising during this challenging time.
This webinar is completely free to attend and will be held this Friday at 1 PM EST. Space is limited, so reserve your spot now to join.
COVID-19 and El Toro
There is no question that the COVID-19 pandemic and its response is impacting us all. Across all industries, companies are experiencing significant challenges and are having to adapt.
Fortunately, El Toro’s technologies have long been able to reach consumers in their homes, across all devices, on a personalized level, and with unbeatable accuracy. Now, with more household-level data than ever before, our technologies are only bolstered in their abilities.
While many aspects of business may seem uncertain at the moment, know that El Toro stands poised to support our clients in reaching their customers, even as their customers are confined to their homes. Stay safe all!
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