How Advertising Has Changed Since COVID

The Covid-19 pandemic not only changed lives since its onset, it has changed industries. Advertising in particular was one that has been irrevocably altered since the pandemic first began. 2020 especially changed the dynamics of streaming and e-commerce advertising, marking a focus on advertising online while people were stuck at home. Now, everything is digital. This means that advertisers are able to have more direct contact with their audience, which means that these campaigns can get more feedback that can be quickly implemented during future ad campaigns. In having digital driven campaigns, advertisers are able to have a wealth of data as soon as their campaigns go out, and if things go wrong, they can be quickly altered. In addition to the digitization of advertising, the pandemic has also changed how brands react to world issues. Once Covid hit, many brands were quick to jump to social media to promote staying at home to “flatten the curve”. In their safety-driven messaging, these brands set a precedent to respond to pressing issues happening in the world. With the rise of a number of social justice movements (especially the Black Lives Matter movement that became prominent during the early months of the pandemic), advertisers are expected to take a stance. In addition to this, if there is a pressing issue going on, they must make sure that they are not promoting any advertisements that could be considered tone deaf.

Overall, Covid has affected the advertising industry in numerous ways. From the digitization of advertising, to the idea that brands (and their advertising teams) must be more socially conscious, the field has been through many changes. As Covid has remained a fixture in our world, time will tell if these changes also remain a fixture in the industry.