How Will Digital Advertising Change Post-Pandemic?

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The end of the coronavirus pandemic seems bleak at the moment. However, what is clear is its effects. Thousands of shops, schools, public spaces, and even countries are closing in an effort to contain the virus’ spread. Even conferences like the Mobile World Congress in Barcelona, which AlgoriX was supposed to be a part of, have been canceled. These things led many advertisers to question – will these changes be permanent? How will the digital advertising landscape change after the pandemic? Will there be a need for us to reassess our strategies? Let’s find out.

 

Use Technology to Adjust to Budget Cuts

Many businesses are now encouraging their employees to work from home, and this work from home life can bring in changes in how consumers will interact t and engage with brands. Much of this interaction will be online, and this will mean more savings for brands.

How?

Today, a considerable percentage of brands depend on old-fashioned content and strategies catered to print and TV ads. With the COVID-19 pandemic, organizations are now making budget cuts in their advertising spending. How can marketers adapt to this? One strategy they can apply is by using modern dynamic creative optimization (DCO) technology. This display ad technology can create personalized advertisements in real-time. Since the creative is directed and relevant, it can significantly outdo static equivalents. By eliminating the manual creation of creatives, brands can save tons of cash since they no longer have to pay for every single creative they develop.

Shift to Direct Marketing Efforts

Retail is among the sectors profoundly affected by COVID-19. As such, establishment reliant on retail received a significant blow. At the other end of the spectrum, however, are e-commerce and direct-to-consumer entities that are flourishing amid the shelter-in-place orders. Given this scenario, many brands are now considering redirecting their resources to digital marketing to attract consumers to their mobile apps and websites.

Even food brands are now bringing their products online and shifting towards creating personalized targeting. Big corporations like Facebook, Microsoft, and Google are now asking a significant portion of their workforce to start working from home permanently. Why? Because even as the quarantine orders start to ease out, it will take a while before people go back to their regular routines, if at all. To survive and avoid the bankruptcy path, brands should prepare as early as now. Many consumers now realize that such services are possible — all at the comforts of their homes.

Consider Agile Marketing as the New Normal

Perhaps one of the defining lessons marketers can take from this coronavirus pandemic is the importance of responding rapidly to unexpected consumer behavior. Many brands now realize that creating ads need to be 1:1. Sending a template message for all targets would not cut it if they want to stand out from the competition.

They need to take action in real-time if they want to stay relevant. As online competition becomes fiercer, brands should realize that agile marketing would be considered the new normal. They need to quickly identify and zero in their concerted efforts on projects that help their bottom line. To do this, teams must continue to measure the impact of their campaigns and improve their output over time.

Final Thoughts

Will digital advertising change post-pandemic? Yes, it will. The key here is that marketers need to sit down, rethink their plans, identify technologies that would bring results, and apply only those that would bring profit to their businesses. This way, it would be easy to focus on the “essentials.”

Learn how AlgoriX is adapting to these changes by connecting with us.

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Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

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Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

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Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

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A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

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Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

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With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.