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{"id":69932,"date":"2020-11-29T20:46:51","date_gmt":"2020-11-30T01:46:51","guid":{"rendered":"https:\/\/www.beet.tv\/?p=69932"},"modified":"2020-11-30T15:36:34","modified_gmt":"2020-11-30T20:36:34","slug":"keep-calm-advertise-on-vabs-cunningham","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/11\/keep-calm-advertise-on-vabs-cunningham.html","title":{"rendered":"Keep Calm & Advertise On: VAB’s Cunningham"},"content":{"rendered":"2020 was a difficult year for many companies. But it may also end up being a year when those that were able to invest in marketing created a new foothold that catapulted them toward growth.<\/p>\n
VAB, an insights-driven organization dedicated to answering marketers\u2019 toughest questions, says it pulled a century of economic data and found<\/a> one key finding – investment in brand-building pays off.<\/p>\nIn this video interview with Beet.TV, Sean Cunningham, VAB President & CEO, reflects on a year that, for some, may have been as much “make” as it was “break.”<\/p>\n
Spending through turmoil<\/h2>\n
Cunningham says many brands did, indeed, double down this year. Brands like Hotels.com, for example, returned to TV advertising<\/a> in June.<\/p>\n“We tracked nationally that we’ve seen $460 million worth of new advertising come into the national platform – 110 new brands in 59 categories,” Cunningham says.<\/p>\n
“Their heaviest spending period was in the toughest part of the pandemic.<\/p>\n
“(In) the three months in the beginning of the economic downturn, we saw a great number of advertisers with very sophisticated data analytics decide to launch on TV in that environment and to great effect.”<\/p>\n