Hello! First off, I hope you’re all healthy and as isolated as possible in these jittery times. Like most of you likely are, my colleagues and I are all working from home, and I remind myself daily, I’m fortunate to be able to.
Welcome to the Advertising & Media Insider newsletter, where we round up all of our big BI Prime coverage of the past week. Last week was all about events being cancelled and companies shifting to working remotely. Now, we’re just starting to see the beginnings of how marketers and media companies are adjusting.
While many advertisers have already pulled back spending, a big question they’re facing is how they should market in this unprecedented situation, when people are shopping less, if at all, and may be less receptive to certain kinds of messaging.
The advertising question is a particular predicament for those buzzy direct-to-consumer startups that rely on constant sales data as they test and learn. Many have all but ceased advertising altogether, and the prospects of many of those companies are in doubt.
Read Tanya Dua’s and my story here:
‘Businesses will shut down’: The coronavirus threatens to crush direct-to-consumer businesses’ wild growth
Lauren Johnson has a breakdown of how TV companies will be hit, based on their exposure to live sports and news, courtesy of UBS analysts. There’s much ado about live sports being cancelled, but sports is still a small part of overall viewing.
Meanwhile, companies like Roku and Condé Nast are wide open for business from advertisers that are looking to replace the live audiences lost by cancelled live sports events.
If you’re in the live events business, things are especially dire. Patrick Coffee talked to an agency whose whole business depends on live events about how it’s pivoting its business when face-to-face meetings are no more. More research, more virtual events are the name of the game.
And influencers are feeling the effects of the pandemic in all kinds of ways, from cancelled ads to live events
- Influencer marketers say sponsored Instagram posts have had views, likes, and comments sharply increase the past 2 weeks
- Coronavirus is ‘impacting all talent’ on Instagram as brands cancel influencer-marketing deals and paid events get put on hold
- How Instagram and YouTube influencers are adapting their business strategies to keep earning a living during the coronavirus pandemic
There’s a lot more about how the coronavirus is impacting media and advertising. See more of our coverage here:
That’s it for this week. Stay safe, and as always, if you’re new to this email, sign up for your own here.