Obviously there’s a lot of uncertainty at the moment but, the good news is, in isolation or out and about, people are still going to consume media.

With fewer people on the streets and more in their homes, some formats will be affected. But we should see some positives in the media landscape in the coming weeks and months.

Here are a few of our predictions.

Out of Home

+ Positives

Some potential overshow if booking pipelines aren’t filled

Potentially lower prices/better deals to be negotiated with media owners

– Negatives

Low reach for this media type as travel and public gatherings are restricted

Transport media (buses, taxis, etc.) are likely to be held in depots due to reduced services

 

Billboards, phone boxes, bus shelters, bus advertising, digital screens and every other media format that grabs the attention of people on the street is likely to suffer. Initially, we’re likely to see a continuation of new posters going up (particularly for national and international brands), but, at some point, sites will have a great deal of overshow without bookings to replace old posters. 

We predict bookings to slow from regional advertisers with smaller budgets to reserve their spend for some other media types that will be either unaffected or actively boosted by the response to the outbreak.

However, some brave organisations will want to take advantage of the open booking windows (and potential deals) and will take the opportunity to invest in their name and brand.

Digital

Social Media Design

+ Positives

Many more people online more frequently

Greater reach potential

Brand campaigns will benefit

Reactive and able to activate quickly at relatively low cost

– Negatives

Heightened competition – harder to cut through

 

We’re likely to see massive spikes in digital media consumption as people plug into their devices more frequently while stuck at home. We see this every year over holiday periods, like Christmas.

It provides a wealth of opportunity and unprecedented access to millions of potential eyes, ears and fingertips.

Careful targeting will be important and well thought out approaches to the media; which platforms will be excelling and which may struggle is something we’ll be keeping an eye on.

We’ll also have to be smart and think creatively about ad content. Though the potential reach of a campaign will increase, the competition will also increase so the strategy and ad content will have to be designed to best cut through the noise.

TV

Audiences Versus Content.

+ Positives 

Greater numbers watching TV

Better reach at cheaper ‘off-peak’ times

Increased Video On Demand (VOD) impressions 

 

– Negatives 

Potential cost increase in the long-term

Production of creative hampered

Some audience loss around specific events (e.g. sport)

 

Lots of people will be watching TV in its many forms in the coming weeks and months. Whether they’re watching comfort TV as they get over the virus, or have it on in the background while they work, figures will spike.

The main positive for this are the increased reach of any television adverts running during this period, but specifically for the cheaper daytime, ‘off-peak’ spots which traditionally have lower viewing figures. Now though, these spots are likely to remain affordable while achieving much greater viewing figures.

However, as the stations cotton onto this, we’re likely to see prices rise in the future.

Production will be a little difficult, particularly if shooting people for an advert. However, reinvigorating previous content or creating an animation would be achievable and both are effective ways of creating a great advert. 

Cinema

+ Positives

Bought on admissions 

 

– Negatives

Cinemas are now largely shut and will likely remain closed for the foreseeable future

Film releases have been postponed until later in the year and 2021 in some cases

 

It’s not a rosy picture for cinemas and cinema advertising. Initially, the bad news was the delay of big films like Bond and the new Fast and Furious. Now most cinemas in the UK are closed.

The good news for those that have campaigns running or or are hoping to in the coming months is that cinema adverts are bought on the number of admissions (one admission = one impression) and will stay up on screens until all admissions have been fulfilled. So, as cinemas reopen and numbers start to trickle in the impressions purchased will all be served at no extra cost.

This is good news for general awareness messages and other less-specific messaging, but cinema will need to be avoided by anyone with time-specific campaigns in the next couple of months.

Press/Magazines

+ Positives

Increase in consumption of online titles

– Negatives

Decrease in physical sales across the board

 

Physical copies have already seen a decrease in the last couple of weeks; even free publications have been hit due to large swathes of the population working from home or avoiding their commute.

The good news is we’re likely to see a surge in online visits to these publications’ digital spaces, their apps, social media, and websites, as people keep an eye on the state of the world from their home offices (sofas).

 

This offers a real opportunity to get some excellent reach among specific audience types depending on publication, content, and context of news stories and features. 

Online advertorials will also be a great tool to use at this time. As more and more people spend more and more time online, creating content for them to consume will be effective.

Radio

+ Positives

Likely uplift in listener figures across the board

Remains comparatively affordable 

Easy to create the adverts in isolation

– Negatives

Some potential slow-down in production and clearance

Prices may increase in the long-term

 

Radio will remain a reliable media space and will likely see an uplift in listening figures while people self-isolate and work from home. 

Certain time slots may see a dip in listeners as people’s routines change; drivetime, morning and evening, is likely to receive fewer listeners in some cases as fewer people drive to work.

But daytime radio (as is true for TV) is likely to see a spike over the next few weeks.

Costs should remain the same in the short term. However, with the release of any new RAJAR figures, we may see stations increase their costs to reflect heightened listener numbers.