Having overtaken China as the epicenter for the coronavirus pandemic, Italy will serve as the canary in the coal mine for how other western media and advertising markets may fare as the crisis escalates worldwide.
| As Italy enters into its fourth week of lockdown, consumption of TV, social media and gaming have all spiked while ad spending is trending downward. One agency executive said they expect ad spending in Italy to take a 10% to 15% hit for the year. Read more below. Serving as the canary in the coal mine, here are lessons western regions can learn from Italy and how its media and advertising markets have fared as the coronavirus continues to spread. While some marketers haven't been instructed to hit pause on their ad spending all together, many are working with media agencies to reevaluate what and where they are advertising, if at all. Snapchat's six-second unskippable ads have become a staple for some brands' media plans, but the problem for Snapchat is getting on those media plans in the first place. Digital video and TV producers are trying to figure out how to continue production with quarantined staffers but there’s only so much preparation possible for such a drastic switch in how programs are produced. Other things to know about Viacom Velocity, Verizon and Ally Financial are among the finalists for this year's Digiday Content Marketing Awards, which were announced yesterday. Check out the full list here. We're asking advertisers and agencies (especially in the UK and Canada): What do you think are the challenges of omnichannel programmatic in a privacy-regulated world? Sponsored by MiQ. | | |
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| Coronavirus Fallout | | What comes next: Lessons from Italy | | Having overtaken China as the epicenter for the coronavirus pandemic, Italy will serve as the canary in the coal mine for how other western media and advertising markets may fare as the crisis escalates worldwide. | | |
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howdy! howdy! howdy! howdy! howdy! | | | GroupM’s Brian Wieser: ‘Every brand should figure out how to be useful’ | | The coronavirus pandemic brings uncertainty to the advertising business as much as anywhere else, but GroupM's Brian Wieser sees it as a chance for multinational companies to step up and earn goodwill with smart initiatives. "Every brand should be trying to figure out how they could be helpful," he said on the Digiday Podcast. |
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