As Time Goes By: How Media Consumption is Helping America Cope<\/a>.<\/p>\n\u201cLet\u2019s peel back the curtain and be able to hear of how they\u2019re dealing with the flexibility that I know that marketers are looking for,\u201d DeLauro says. \u201cWhat\u2019s going on with live sports, I know there\u2019s a lot of questions about that, about programming, and the programming hiatus that\u2019s going on now and how that\u2019s going to be dealt with, and overall how they\u2019re just talking to each other about marketers expectations and what\u2019s going to happen in the future.\u201d<\/p>\n
DeLauro highlights two main takeaways from this study. The first is that maintaining a share of voice now will cost brands less in the future.<\/p>\n
\u201cWhen I say maintain your share of voice, that doesn\u2019t mean that you have to maintain your spend,\u201d DeLauro says. \u201cIt just means that you have to maintain where you are compared to your competition. And sometimes your competition in an economic downturn starts to spend less, so that means you can actually spend less but still maintain your share of voice in the marketplace.\u201d<\/p>\n
The second takeaway is that right now is a particularly good time to advertise.<\/p>\n
In the 2008 recession, there were many brands, like Walmart and T-Mobile, that were able to catapult their business because they leaned into the downturn and in many cases doubled down. Many of these success stories put a particular focus on brand building.<\/p>\n
\u201cWhat we\u2019ve seen since the start of COVID-19 is a lot of DTC and challenger brands are doing the same thing,\u201d DeLauro says. \u201cThey\u2019re looking at this as an opportunity to go out and build their brand and try to take share in those marketplaces.\u201d<\/p>\n
Nerdwallet, Tommy John, and Grubhub are three examples of brands using the current downturn as a way to gain brand awareness. Direct-to-consumer brands, in particular have increased their spend in television, specifically, because they have some of the best data and analytics in the industry, and TV is what is giving them the clearest results.<\/p>\n
\u201cI think that\u2019s something that legacy brands should really be aware of and consider if they\u2019re thinking about pulling back their spend,\u201d DeLauro says.<\/p>\n","protected":false},"excerpt":{"rendered":"
How can brands justify their advertising investment in an economic downturn? The VAB looked at over 100 years of data and found that in an economic downturn, the most serious consequences come when bands stop advertising. In an interview with Beet.TV, Danielle DeLauro, executive vice president of VAB, explores what trends data supports for media […]<\/p>\n","protected":false},"author":21,"featured_media":66785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[8126,8354],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66779"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=66779"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/66779\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/66785"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=66779"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=66779"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=66779"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}