Industry executives are seeking out the business trends that will stick post-coronavirus — but judging by the last recession, not all will be positive.
| For Digiday+ Members, from the rise of Zoom meetings to a reassessment of what really qualifies as necessary business travel, everyone is looking for signs of what trends might stick around once the coronavirus crisis lifts. But judging by the last recession, not all trends will be positive. Read more below. Unfortunately for the advertising and media industries, some of the more inconvenient trends are likely to linger.
For example, once clients get a taste of a discount, it can be difficult to wean them off. YouTube is making it easier for advertisers to block videos that are risky to their reputations, but in doing so could inadvertently push targeting without any proper context. Mediaocean did not furlough or lay off the 23 employees whose roles became effectively eliminated when the company went remote. Instead, the company retrain those staffers to serve in different roles. In the latest episode of the Digiday Podcast, Evelyn Webster, U.S. and Australia CEO of The Guardian, said the publisher's pivot to paid has a unique twist: There's no paywall. The Telegraph is helping advertisers track sentiment so campaigns don't miss the mark and currently, the publisher is running dozens of campaigns where it is tracking emotion or sentiment. Other things to know about On this week’s The New Normal, Digiday editor-in-chief Brian Morrissey will be joined by Skift co-founders Rafat Ali and Jason Clampet to discuss the operating decisions companies are making to adapt to an all-remote world. Register here to join us on Friday at 12:00 p.m. ET. Buyers are starting to bring more sophisticated audience-targeting methodology to traditional TV as longstanding factors such as age and gender begin to fall out of favor. Sponsored by Xandr. | | |
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howdy! | Video Anywhere | | YouTube's latest brand suitability targeting updates could cost content creators | | YouTube is making it easier for advertisers to block videos that are risky to their reputations, but in doing so could inadvertently push targeting without any proper context. The video site announced yesterday that it’s working with several ad tech vendors including Integral Ad Science, DoubleVerify and VuePlanner to let advertisers preemptively block “unsuitable” videos […] | | |
howdy! howdy! | | | Guardian US CEO Evelyn Webster forecasts profit 'even in the most dire scenario' | | “There’s absolutely no doubt that we’re going to see a boost to our reader revenue during this period, and we are going to see our advertising hit hard. I do not know how hard and how deep. I don’t think any of us do,” Webster said. “[But] even in the most dire scenario that I have looked at, the Guardian would still be a profitable business in America. | | |
howdy! howdy! | | | Guardian US CEO Evelyn Webster forecasts profit ‘even in the most dire scenario’ | | "There's absolutely no doubt that we're going to see a boost to our reader revenue during this period, and we are going to see our advertising hit hard. I do not know how hard and how deep. I don't think any of us do," Webster said. "[But] even in the most dire scenario that I have looked at, the Guardian would still be a profitable business in America. |
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