How To Adjust Your DV360 Media Buying Strategy on DV360 during COVID-19 – Part 1
Gadi Elias, July 1, 2020
Gadi Elias, July 1, 2020
The impact the COVID-19 pandemic has had on the online advertising industry has been enormous and cannot be understated. The main problem is uncertainty, which unfortunately is present in nearly every aspect of modern life across the globe at this moment. This type of uncertainty has never been experienced in the 21st century, which creates a new reality that we need to adjust and adapt to.
As a marketer, it is crucial to understand the full scope of the world today, specifically new trends that have emerged from the arrival of COVID-19.
We believe that understanding the world as it is, rather than how it used to be, will enable your company to perform better going forward. To achieve this, we have created a series of buy-side focused articles focusing on how to effectively analyze, strategize, and remain resilient with your digital marketing in 2020.
The goal of this series is to assist you with information we think is valuable, along with compelling recommendations and strategies, which may enable you to reach new levels of success with your marketing campaigns on Display & Video 360 (DV360)!
We recommend that you use this content as a combination of both compass & manual, to effectively analyze and strategize new plans as well as remaining resilient and nimble for whatever happens in the months to come. The sequence is divided to the following chapters > articles:
After reading this series of articles, you will possess a better understanding of how to evolve your brand in the time of COVID-19 and be ready for what awaits in the future beyond.
You should be identifying new and relevant audiences to be addressing right now, alongside continuing to amplify your presence to your current and core audiences.
By conducting constant re-evaluation, you are opening yourself to new audiences and possibilities. On the technical side, this process can later be used for ongoing (re-marketing) campaigns and new prospecting attribution models as well (we will expand on this concept in our next chapter below). Always striving to remain current is just plain good business!
First, maintaining control of precisely where your message should and should not appear is essential to protecting your brand and its perception of your audiences/targets. Misplaced ads can have negative consequences as the public may misconstrue your ads purpose or message from merely being shown in the wrong placement. The audience could (incorrectly) believe that your brand is actively and purposefully associating itself with a controversial idea or piece of content, which as a result, will convey the exact opposite of your intended marketing and company goals.
Stay tuned for the second part next week.
Gadi Elias, Programmatic Training & Strategy Expert at Total Media