This post is part two of a two-part series about how advertisers can leverage data during the COVID-19 pandemic. This week, we look at metrics advertisers should take the time to monitor and analyze to best position themselves for success following the pandemic. Look back to last week to see how to stay top of mind during the crisis.
While the COVID-19 crisis has created an unfamiliar situation for many advertisers, there are many opportunities for brands still present. In our blog last week, we highlighted specific metrics and how to use them during this pandemic. Unfortunately, not everyone has had the ability to stay in market during this time due to various factors. Certain verticals, such as tourism brands, have been forced to shutter most advertising as their businesses have been severely affected by quarantine efforts. Whether you are in market in a limited capacity, or not at all, this time can be used to analyze your data from both before and during the quarantine. These data points can then be used to set yourself up for success as the quarantine ends. Without further ado, let’s take a look at the key pieces of information that were discussed last week and how they can be used AFTER the crisis is over.
- Landing Pages – While site traffic has changed dramatically during this time, analyzing the top pages from your site from before the crisis is important. By looking at the pages that have been most visited from your previous campaigns, you can determine patterns in the types of content that your site visitors are consuming. These patterns can then help inform various pieces of your media campaigns, when a relaunch occurs, including creative and click through URLs.
*Potentially take this down time to optimize your site to better showcase the best performing pages. In addition, creating new content that falls within the same themes will help keep content fresh and engaging for your audiences.
- Tactic/Platform – As discussed last week, this quarantine period has led to dramatic changes in media consumption across nearly every platform or tactic. Streaming video services and daytime television are seeing increased viewership, people are spending more time on social and other online platforms, and travel bans have hurt some outdoor and transit advertisers. While these changes certainly will not hold 100% true through the end of the crisis, major changes are likely to occur in how people consume media. This consumption is likely unique to each advertiser, so during this time period, it is important for brands to look at what was most successful for them not only in the past, but in the now. This will allow you to be prepared to hit the ground running when the quarantine is over.
*Monitor your top performing tactics from previous campaigns and how consumption of those vehicles have changed during this crisis.
- Key Performance Indicators – KPIs for the quarantine period have been thrown out the window for some clients as their businesses have been altered. To come out of this time frame prepared, you must be able to adapt your KPIs to the changes that the COVID has created. Businesses should look back at their top KPIs from before the quarantine to determine benchmarks for when they relaunch their campaigns in full. Because of the unpredictability of performances in this environment, it is important not to rely on national benchmarks, but instead evaluate your business on your own previous performances.
*Consider narrowing your focus to limited KPIs at relaunch to maintain flexibility during uncertain times.
- Audiences – Determining the core audience is always a challenge for any advertiser. You can use this time, however, to see what commonalities exist between the audiences that visited your site prior to the COVID pandemic and during. In addition, pairing this information with any DMP data that may have been gathered can help narrow the focus of brands. This will allow you to concentrate on the best audiences to reach when campaigns come back in full.
*Your media agency can be an invaluable resource in analyzing performance and creating plans to best reach your target audiences.
If you have any questions or concerns about how to best leverage these insights or would like to have a conversation about what metrics or dimensions are best to monitor for your business and industry, reach out to Insights@mayoseitzmedia.com.