How to Orient Audio and Video Advertising Messages in the New Normal?
The coronavirus pandemic has upset companies’ marketing plans for the year 2020. It goes without saying that most have had to reshape their advertising strategies to adapt them to the post-COVID-19 reality . This change also concerns a very sensitive aspect of any audio and video advertising campaign: the message . Indeed, what to say and what not France WhatsApp Number List to say in this unprecedented circumstance? How to find the balance between indifference and excess of zeal and cross this fine red line which makes it possible to connect -really- with the public?
Each brand has tried to find its own magic formula throughout the containment, but, now that the acute phase of the crisis has passed in Europe, it is necessary to change the approach in order to adapt as much as possible to the current circumstances. . And, of course, there’s no point going back to pre-COVID standards. The usual compass has been broken. So what can be done to turn things around and steer video and audio advertising messages correctly into the new normal ? Video ads: imagine a new life beyond the virus The U.S. Ad Council’s Coping with COVID-19 Observatory points out that during the early days of the health crisis, users felt a certain rejection of ads that lacked empathy and awareness of the seriousness of the problem. the situation.
The Public Found It Very Disrespectful to See Images of People Kissing
shaking hands, or listening to calls to buy unnecessary products at prohibitive prices during a time of rising unemployment. To overcome this disconnection, the secret is to put yourself in Target’s shoes . This has led brands to take three successive approaches in their video messages . The first phase was based on maintaining an attitude of help during the epidemic, by explaining the actions carried out by the brand to protect its workers and customers and promote their well-being. This involved in particular the implementation of safety measures for the personnel, the reorganization of production with a social purpose or the granting of deferral of payment for products or services.
During the second phase, characterized by the remission of contagions and the start of the de-escalation of containment measures , the rhetoric of social engagement gives way to practical communication regarding the advantages and benefits of the product or service in the new normal . The consumer wants to know how the brand will be by his side during this period and is grateful for the facilities offered to them, such as the elimination of shipping costs or the possibility of free cancellation. Finally, during the third phase that we will experience over the next few weeks, the time has come to abandon advertising referring to the coronavirus expressly .
The Population Is Starting to Show Signs of Weariness:
This is shown by one of the recent Ad Council surveys, which found that 64% of participants are actively seeking sources of entertainment to forget about COVID-19, that whether in the form of television, videos or games. Effective Video Ads in a Post-COVID Society To meet this widespread need to turn the page, video commercials must adopt a positive tone, full of hope and lightness , in stark contrast to the solemnity of the announcements typical of weeks of confinement. One way to do this is to harness the curiosity of the target audience: the video must surprise or reveal something new, and the reveal must live up to expectations. In addition, the message must be placed in the context of post-Covidian audiovisual consumption habits .
With people spending more time at home, formats such as e-commerce have grown in importance and traditional prime time has become blurred. You have to think about users who watch content at dawn or who connect to their digital devices to access VoD early in the morning. Mensajes de audio y vídeo orientados a situaciones cotidianas de la nueva normalidad poscovid Audio ads: the power of emotions in the new normal The trend is similar in digital audio. As Spotify recently pointed out at the LoveAudio virtual meetup, 56% of listeners use online audio as an escape from excessive visual stimuli and information overload .