In an analysis conducted by Ace Metrix, 32% holiday ads were shown to have incorporated COVID-19 themes stressing how this holiday season is different from usual.
Ace Metrix determined that campaigns which acknowledged the pandemic performed slightly better with viewers, but not significantly so. Including masks in holiday ads also did not make a substantial different in viewers' receptions. This indicates that acknowledging the new normal is likely more important than addressing all the specific details of it.
The report shows that referencing the pandemic in ads may not be completely necessary despite the pressure companies feel to abide by safety guidelines in these ads. It appears that a majority of viewers did not care or comment on ads showing social gatherings without safety precautions.
New norms perpetuated by the pandemic, such as curbside pickup, contactless payments, and video calling are also sparsely shown in advertisements. This may have to do with masks not being overwhelmingly popular in the country, as evidenced by the spiking COVID-19 cases.
Interestingly, animation has taken a larger spotlight in holiday ads due to production challenges caused by the pandemic. 14% of holiday ads this year utilize some form of animation.
Source: https://www.marketingdive.com/news/holiday-ads-nod-to-covid-19-but-depicting-gatherings-also-works-study-fin/589391/
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