#Stayhome according to Media Concept. What we have learned through remote work?

Until the pandemic, remote work was rare in our company. Although we had this opportunity in justified cases, few of us took adventage of it. It seemed to us that the nature of our work requires a daily presence in the office and if not for the necessity of social isolation, we would probably still live in this conviction.

One day when we heard the message: From Monday we start home office mode, we had no idea what to expect. However, we knew that this situation will have many limitations and challenges.

What were the beginnings like?

Since the first coronavirus case had been recorded in Poland, the situation changed dynamically and decisions were made very quickly. Within a few days we faced the challenge of reorganizing the entire company into remote mode. It was necessary to prepare computers, install all necessary programs and applications, and set a new task schedule and communication system. We took these tasks very seriously, because we all had one goal – we did not want our clients to feel any negative effects.

When we implemented the new work system and set up home offices, it was time for a self-discipline test. For some, the beginnings were not easy – taking care of children, family responsibilities, a sense of social alienation and a lot of other distractions, which made it difficult to feel like in normal work. In the end, however, we all adapted to the new reality and began to find ourselves better in it.

Advantages and disadvantages of remote work

We have noticed that home office has many benefits. Thanks to the fact that we did not waste time on commuting and standing in traffic jams, we had more time to rest or to strengthen family ties, and our family finally had a chance to understand exactly what media planning and buying actually means. Sometimes separating private and professional life was not easy, but thanks to mutual motivation and ability to set priorities, we carried out our tasks as effectively as before.

Although working from home has many benefits, there are things we couldn’t pack in a bag and take home with us. The most troubled for us was the lack of a company atmosphere that could not be reproduced on messengers or through telephone conversations. We also lacked daily rituals for example eating lunch together, talking by coffee machine or jokes that could relieve stressful situations.

What have we learned?

Thanks to home office, we looked from a different perspective on all activities taking place in our company and saw that many processes can be improved. Video conferences have successfully replaced meetings with clients, electronic document flow has accelerated our projects, and team communication has become even more effective. We stopped postponing a lot of things for later, and we learned to respond to internal emails almost immediately. Paradoxically, constricted communication meant that we began to understand each other even better.

It turned out that the lack of supervisor does not impact our productivity, and the daily presence in the office is not necessary for everyone to know what to do. Home office forced us to greater autonomy and independence in making decisions, which we consulted with eachother more often before.

Until now, it seemed to us that we are a good team, but thanks to the pandemic we feel even more integrated. With this awareness we will return to the office. We hope soon.

Source: Text based on a survey of Media Concept employees about working from home.

Media consumption and recommendations for advertisers during a pandemic

Kantar carried out an international survey “Covid-19 Monitor “ to determine impact of the Covid-19 pandemic on consumer behavior and the media consumption. The map below shows average number of infections during the data collection phase.

How has media consumption changed?

The current epidemic has a significant impact on media consumption. The frequency of watching TV and Internet usage has increased. The chart below presents the answers of the respondents to the question: How the current situation has affected your consumption of the following media?

Respondents started to use websites and watch TV more often last month. Major TV stations have become a main source of information for them. This phenomenon occurs in most of the countries studied (except citizens of Belgium, the Netherlands and Germany, where the opinions of doctors and pharmacists are more important).

In Poland, there has been increased use of Facebook in the last month. This is due to the fact that social media is currently not only a form of entertainment, but also the way to stay in touch with friends and family, especially for those who decided not to leave the house without need.

Questions about social moods have shown that Poles compared to other countries are very concerned about the presence of the conronavirus in Poland – in particular, about the financial situation and stability of employment.

How did Poles react to the restrictions on movement ?

The epidemic caused not only the economic downturn, but also huge changes in the functioning of society. The Mobility Report, made available by Google, shows changes in mobility over the last weeks.

Compared to February, in March the activity of Poles associated with visiting cafes, restaurants or shopping centers fell by 71%. The use of public transport decreased by 68%, and travel to places marked „the place of work” on the map, by 27%. On the other hand, the increase in mobility in residential areas increased by 12%, and 41% more customers appeared in grocery stores, pharmacies and drugstores (data updated: 05.04.2020).

The chart below, prepared by OnAudience, shows changes in the frequency of movement over a period of 2 weeks (02-16.03). The red color indicates the devices that belong to people who moved around. The green color, on the other hand, indicates the devices that belong to people who did not change their place of residence.

What attitude should advertisers take according to consumers?

The current situation is also a huge challenge for marketers. They have to face the challenge of how to build marketing communication with clients in these difficult times. Consumers definitely do not expect advertisers to cease operations, and even expect from them to support society(83%). In this situation, brands should show that they are honest, helpful and authentic in what they do. They should reassure consumers and not use epidemics for marketing purposes. Transparency of communication is very important for respondents – clear information on the effort brands make in the fight against coronavirus (77%). The tone of marketing communication (74%) and talking about the future in a positive perspective (69%) are also important. Consumers emphasize that they want to feel that brands are close to them all the time. That is why advertisers should continue to conduct active, though slightly more subdued communication on social media.

Data source: “Covid-19 Monitor” report

Peter Field, a British advertising strategist known for his research on the effectiveness of marketing activities, recommends not stopping marketing activities and sees the opportunity to invest in times of crisis. According to him, this is an opportunity to increase market share when competitors freeze their budgets.

Brands that reduced all advertising expenditure during previous crises have seen a decline in market share and thus their long-term profitability. That’s why the safest way is to stick to your existing brand building strategy.

Advertising activity during the epidemic can bring measurable benefits to companies. Customers, seeing the stability of brands, will perceive them as strong, which can strengthen their sense of security. In addition, once the crisis is over, it will be much easier for these companies to get back to running their business on a full scale.

Sources: Kantar, COVID-19 Monitor, Wave 1 results for Poland and the key markets around the world, Consumer Evolution and Brand Implications; onaudience.com; google.com/covid19/mobility/; www.marketingweek.com/coronavirus-long-term-brand-building/

Media Concept established cooperation with OLX Group

From the beginning of 2020 we are working on planning, buying and developing offline media mixes for all brands of the OLX Group, which includes the following services: OLX, Otodom, Otomoto and Fixly.

Our offer was selected based on presented strategy, costs of campaign implementation and team experience. The first media activities have already started in January for Otodom service.

Broad reach activities include nationwide TV stations: Polsat and TVN, and also thematic stations: Comedy Central, Eurosport, TVN Style and TVN24.

Polskie Badanie Czytelnictwa with new indicators

The new PBC study “Engagement in advertising” will allow testing a larger number of respondents (up to 30,000 a year) and using new indicators when planning press campaigns.

Until mid-2018, the readership survey was carried out using the CAPI method, which involves the respondent completing a questionnaire using a computer in the company of an interviewer. Then online surveys (CAWI) joined the research standard, interviews were also enriched with the presentation of the first pages of the last 4 editions of each title.

New indicators, available from November 2019, were obtained thanks to, among others sales and eyetracking data. 600 people have already been tested, 1,200 ads in 70 different titles have been presented to them. During the research, the respondents’ eyeballs work was recorded, thanks to which it was possible to determine the way of reading the press and noticing advertisements.

Research has created 4 new advertising indicators that will be used to build press media plans:

• adExposure – the average number of contacts the reader has with one advertisement in writing throughout the lifetime of the issue of the magazine and many contacts of the reader with the issue. The indicator determines the number of real contacts with the ad

• adExposureTime – defines how many seconds the reader spent reading one advertisement in writing during the entire lifetime of the magazine and many contacts with the edition. It is a measure of focus – the longer the exposure time of the ad, the greater the chance to remember its elements and understand the marketing message

• adReach – defines the percentage or number of people in the target group who have actually seen the advertisement in writing. It is calculated as the coverage range modeled by copy sales and advertising visibility

• realGrossImpression – a measure of the intensity of the campaign, the total number of high-quality contacts with the ad obtained during the entire advertising campaign. “Real” means that one contact with the ad is on average 2/3 of a second

Centra Exide continues the educational campaign

Centra Exide ad layout

Centra Exide is back with the public educational campaign “Exide – Turn on Eco-thinking”. The face of the action is one of the most famous mechanics in Poland – Adam Klimek, who shows how to care for batteries in a safe way, so that they can be used as long as possible, as well as what their recycling should look like.

The campaign began at the beginning of October and covers: television, Ipla service, automotive press and display advertising on the Internet.

The media goal of the campaign is to build a broad coverage and reach the target group, primarily car owners.

Media agency Media Concept is responsible for buying media and coordinating online and offline activities.