As US consumers continue to chart an uncertain course through the storm of COVID-19, brands struggle with knowing how to reach out – what messages will seem helpful and appropriate in such chaotic times.
In this on-demand webinar, we look at smart strategic and tactical approaches to developing, assessing, and monitoring ads during the pandemic. GfK’s Jon Brand and Melissa Sheila Garcia explore ways to
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tap into key themes of well-received campaigns responding to COVID-19
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monitor competitive online ad activity – even targeted “dark” marketing – during the pandemic
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get reliable insights on consumers’ reactions to brand creative
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maximize the short-term engagement – and long-term memorability – of ads
The webinar draws on GfK’s partnership with BrandTotal – a real-time competitive intelligence platform capturing social media activity – and GfK’s own Ad Fit Optimizer (AFO) tool for optimizing ad creative.