News and Analysis
Influencer Marketing Stands Out during Pandemic
Covid-19 is capable of producing a special kind of advertising fatigue in which consumers tire of receiving a maelstrom of indistinguishable messages from brands: This is an especially uncertain time. Here are the precautions we’re taking. This is what we’re doing to help out.
It’s not that these messages aren’t necessary, especially as they relate to safety precautions. The fatigue comes from the unrelenting sameness and impersonal character of the content. That’s where influencer marketers can prove to be a brand’s special weapon, and a new report by influencer marketing platform Linqia suggests marketers are capitalizing on the channel.
The Video Ad Market’s Challenges and Future
Short-form video platform Quibi drew a slew of mainstream headlines beyond advertising trade publications for far underperforming expectations. The platform’s execs blamed its relative failure on coronavirus.
While coronavirus alone may not explain the fate of Quibi, the virus and related drops in economic and social activity have left the video ad market in a paradoxical state. Viewership is up; ad demand is down. To explain the state of the market and where it’s headed, Tal Chalozin, CTO and co-founder of video ad platform Innovid, spoke to Street Fight.
Location Data Firm Unacast Generates Hyperlocal Covid Recovery Metrics
Location data and analytics firm Unacast is hoping its new recovery analytics tool might guide businesses through this chaotic time. The interactive tool allows retail operations professionals, real estate developers, and property management companies to drill down to the census block level to get visibility into real-world economic recovery scenarios and plan for future investments.
Using data that compares real-time public behavior in the current environment to pre-Covid time periods, businesses can estimate recovery rates and more accurately plan for future reopenings.
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