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.

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/

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.

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 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.

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A new type of property is available in Analytics, one of the main tools for online analysis. Until now, you could explore websites or applications separately using Analytics. Currently, there is a third option – analysis of application and website users in one service: Applications + Internet (APP + Web).

The new model places more emphasis on users and events than on sessions – thus changing the current data analysis model. With it, you can collate data from mobile applications and websites in one place. In addition to page views, you can also automatically measure many common internet events, such as scrolling, downloading, and video views. The property can also be used for the websites themselves, it is not necessary to combine data from the application and the website.

The new tool is available in the early beta version: we are currently testing it on our own website to assess whether it is worth implementing this solution at clients in this development phase.