The coronavirus outperforms the almighty Donald Trump in internet searches. This may seem good at first, but it hides reality in the advertising field. And is that brands do not want their names to be associated with the virus …
Statistics in hand, “has caused incredible falls in the income of the media. In the American digital advertising market, two-thirds of advertising vendors have seen advertising prices drop since the start of the pandemic,” says Pablo Foncillas, the anti-guru. Web portals, newspapers, radios, social networks have suffered.
The paradox of audience and advertising
It is paradoxical. “Curiously, although our noses are connected to the internet all day, the bigger the screen … the more the advertising price has resisted,” continues the expert, with drops of up to 29% on tablets.
To avoid ups and downs in crises, “the media have been trying for years to reduce dependence on advertising by trying to increase the subscriber base by increasing the quality of content, with less news and more analysis.” Less is more: less news can be made but it is of greater depth and quality, which the reader ends up rewarding. This is something that can also speed up the transition from paper to pure digital media.
Because the coronavirus can become a catalyst for change. “There are decades in which nothing happens and then there are weeks in which decades pass”, closes the expert.