Marco Novelli, Head of Campaign Management at JustPremium, pasted on a background representing the style of JustPremium

Q&A with Marco Novelli, Head of Campaign Management at JustPremium

We’re proud to announce Marco Novelli as the Head of Campaign Management for JustPremium. Marco is a #Programmatic expert with a deep understanding of technologies and processes from Buy-Supply and Data angles. He embodies our creative approach with his passion for innovative concepts and fast-paced, diverse teams. Welcome Marco! Hear more about his remarkable journey in our Q&A.

Tell us a little about the journey that brought you to JustPremium.

Marco: About 7 years ago my journey started at the Lithuanian HQ of Adform, the full stack AdTech company where  I had the opportunity to learn many of the tools of the digital advertising landscape (such as dsp, ssp, dmp etc.). I was there for a few years before moving to sunny Barcelona, working first for Marfeel, another mobile AdTech company to help publishers monetise their traffic and later for Nestle, rolling out the DMP platform for all their Brands. Joining JustPremium is the completion of the circle and a nice welcome back to a pure Adtech scale up company, and moving to the Netherlands was a long-planned step.

What attracted you to joining the team at JustPremium?

Marco: I’ve known the company for a long time and always kept an eye on it, admiring their cool advertising offering and very fresh branding. I was also aware of the talented and inspired team.

How do you see yourself fitting in?

Marco: I believe this is the best environment for me, considering my love for international and young environments, with lots of interesting ideas and creative approach.

What does your role at JustPremium entail?

Marco: I lead a global team of very talented Campaign managers and I am here to make sure that we deliver the best possible service to all our partners and that internally we are aligned with the other departments. Another focus area is updating and upgrading the team’s knowledge and processes.

What’s the most interesting thing to you about it?

Marco: To be part of a truly diverse team and work with many different clients across the multiple GEOs we are in, along with our many technological partners.

You used to work on the publisher side, how does your mindset alter between the two contexts?

Marco: Having worked both for an advertiser and representing publishers made me aware of their respective needs and priorities so now that I am at JustPremium I am in the best position to try to help both sides in a way that publishers get quality ads and incremental revenue and buyers appear in premium and performing sites.

How do you view the future?

Marco: Especially in these times of multiple changes in our industry, it is difficult to predict the future. However one thing that will definitely stay relevant and most likely gain importance is the innovative and creative advertising offer. That will continue to be the core element that decides the success of online advertising efforts.

Anything else we should know?

Marco: I have found a great group of people in JustPremium and I am sure that with all the knowledge, new ideas, great internal/external communication we will be able to grow our business and show the world what we are capable of.

JustPremium Hires New COO, Wilbert Keunen

JustPremium Hires New COO, Wilbert Keunen, as plans for global expansion in 2021 take place.

JustPremium, a programmatic ad tech leader, has grown rapidly over the last several years. Under Founder and CEO Eric Visser’s leadership, the company has developed from a Dutch based start-up into a thriving business with 12 global offices and over 125 employees.  JustPremium is on track to further its expansion in the upcoming years through a variety of innovative tech solutions, new products, and extended services for clients and partners.

To push JustPremium’s growth trajectory, senior leadership looked to adding a Chief Operating Officer to the board. The right person had to embody the company’s ideals of creativity and innovation and would take on the responsibility of executing the company’s business plans. The new COO would also work alongside CEO Eric Visser, who will turn his focus to the long-term strategy for the company and innovation:

“I am extremely proud of everything we have achieved in the past 8 years. As we look ahead, we see JustPremium has an incredible growth potential and we plan to take company to the next level. Therefore, I have been looking for a suitable COO to take over daily operations and help me scale up our business even more.”

 –  Eric Visser, CEO

A New Face for a New Phase

Ultimately, the perfect candidate was found in Wilbert Keunen.

Wilbert Keunen is no stranger to JustPremium. Keunen previously worked as an Investment Manager at VenturesOne, a shareholder in JustPremium. He was an integral part of JustPremium’s growth trajectory as he worked alongside the ad tech leader for three years in the fields of strategy and finance. JustPremium caught up with Keunen on his first day:

What was your first reaction when you first heard Eric wants you to join JustPremium?

Keunen: I was surprised and honoured when Eric first called me and said he found the right COO. It took me a few seconds to realise he was actually talking about me. At the same time, I am very pleased in joining the company and assisting in realizing JustPremium’s full potential.

What will be your mission within the company and what do you set as a starting priority?

Keunen: We already have a plan and strategic direction for the upcoming year. My main focus as a COO will be to execute this plan in 2021. Until then, I will start by taking the time to better understand the company the dynamics within it and meet the global teams.

How do you see the future of JustPremium?

Keunen: JustPremium is active in one of the fastest growing sectors of digital advertising. Our creativity, the innovation of our products and our dynamic global team, bring unique expertise to the field. We have an incredible potential to grow and I’ll make sure we stay on the right track of delivering better advertising for everyone.

Can you elaborate on how you plan to work with Eric and the teams?

Keunen: Eric is a true entrepreneur. He thinks of ideas that drive progress for JustPremium and our clients, while I bring a more pragmatic approach. I will look into all aspects of the organisation, making sure our company runs efficiently, moves toward our goals and operates at it’s very best.

JustPremium’s team welcomes Wilbert and looks forward having him onboard. Stay tuned for more updates on our blog and social channels.

A man looking at the Completely responsive Mobile Expandable that has makes a strong impact on the Viewability Rate

JustPremium’s Newest Ad Solves Long Standing Industry Issue of Low Viewability on Mobile

JustPremium has launched a brand-new ad product that is guaranteed to make a strong impact on mobile

The all-new Mobile Expandable takes the strong benchmark performance of footer ads and injects more creativity and a larger share of voice for even more astonishing performance. 

Viewability in mobile environments has been a long-standing issue for advertisers due to ad formats and products that are ill-adapted to mobile devices and the user behaviorThe completely responsive Mobile Expandable solves this problem by placing the ad directly in sight of the user in an adhesive position and assures quick loading times. The product is built with user-intuitive design that allows the ad to expand and collapse based on touchscreen scrolling.  

The result is significantly Higher Viewability Rate and more user interaction with the creative, leading to better performance and stronger ROI for advertisers.

Incredible Mobile Expandable Benefits 

  • A responsive product built exclusively for mobile to maximize reach. 
  • Features astonishing 90% Viewability on mobile. 
  • Incredible 1% CTR which outstrips the standard IAB average of 0.47%.** 
  • Lower CPMs assuring better ROI for advertisers  
  • A larger canvas with increased creative capabilities like videos, games, or many more options. 

JustPremium also makes it easy to build the Mobile Expandable by giving buyers the choice they need. Our Creative Studio can build a custom ad in just 3 days. Alternatively, when brands provide their creative assets, our team can assure a Templated Build within 24 hours. 

Eric Sams, the Creative Director of JustPremiumis thrilled to provide advertisers with a better way to reach users on mobile: 

This is just the beginning as JustPremium looks forward to rolling out even more innovative products that use the powerful combination of media, tech and creativity as the key components of better advertising.  

** Compared to Standard IAB, Display Ad CTR Benchmark Report, SmartInsights, September 2020 Update 

A Complete Guide to TCF v2.0 for Publishers

Since the introduction of the GDPR, all players in the digital advertising market had to make effective adjustments to their data storage protocols. For any individual publisher, vendor or advertiser establishing a framework for how these new data privacy initiatives would be carried out, that challenge was immense.

That’s where IAB Europe’s Transparency and Consent Framework (TCF) came in. It was constructed to give a standard for how publishers and ad vendors could continue to use online advertising while providing consumers more control over their data privacy.

In the time since the first implementation of the TCF, technology has advanced, best practices have been identified, and authorities in data protection have been active with increased scrutiny. Thus began the implementation of TCF 2.0, which is the second, more advanced iteration of the Transparency and Consent Framework.

iab Europe TCF logo

What does TCF v2.0 do?

First, TCF v2.0 continues the standard of helping users make more informed choices through transparency that was set forth by the first version, TCF v1.1.

The newer version builds on this by enabling users to grant and withhold their consent to data storage with more precise controls.

TCF 2.0 also makes things better for publishers by giving them the right to choose which data they share with vendors on a per-vendor basis. This opens up publishers for more collaborations with more control.

How is JustPremium working within TCF v2.0? 

JustPremium is dedicated to upholding and guiding publishers to work within these new guidelines. We are working as an active participant with Vendor ID# 62 and because of this, we urge all publishers to upgrade to TCF v2.0 soon. 

Our goal is to deliver better ads to everyone. We want to make sure every publisher we work with is set up for success and part of that is ensuring the full delivery of ads and revenues to the publishers who rely on them for their bottom line. This works best when publishers stay up to date with the latest framework recommendations and implement all necessary tools to ensure the continued success of their publications. 

What Do Publishers Need To Do? 

For Immediate Action

IAB Europe has announced that after September 30, 2020 TCF v.1.1 consent strings will no longer be valid. This could cause a disruption in the ad delivery supply chain and leave publishers who do not upgrade with lower revenues.

The implementation of the new TCF v2.0 is a great step forward in ensuring a safe and trusted environment for users. We look forward to it inspiring more consumer confidence in advertisers and publishers alike.

The JustPremium Team is always here to provide guidance on how our partners can make the most out this new framework. In the meantime, we encourage you to consult the additional resources below to help better understand the purpose and the process of how the TCF v2.0 will benefit all industry entities.

Resource Library with Essential Information

JustPremium Formats Will Remain Unaffected by New Chrome Regulations

By the end of August, Google will complete the process of blocking “heavy ads” on its Chrome browser. However, there is no cause for concern. JustPremium has built a solution that ensures 100% delivery of every ad impression bought and sold for all our buyer and publisher partners.

First and foremost, the strong majority of all our formats will never be considered a “heavy ad” by Google’s definition. Each of our formats is optimized with the fastest, leanest code and is aligned with Coalition for Better Ads standards.

What Does Google Consider A “Heavy Ad”?

There are a few parameters Google has established that make a “heavy ad.” An ad is considered heavy if the user has not interacted with it (for example, has not tapped or clicked it) and it meets any of the following criteria:

  • Uses CPU resources for more than 60 seconds in total
  • Uses CPU resources for more than 15 seconds in any 30 second window
  • Uses more than 4 megabytes of network bandwidth

Which Ad Types Could This Affect?

None of our live ads will ever be affected as they are run through extensive Quality Assurance checks beforehand.

On a very rare occasion, Google will flag desktop formats that support video when a threshold is reached, but JustPremium is prepared for this with the measures that follow.

How Are We Guaranteeing All Ads Are Delivered?

  • Ads uploaded to our Partner Platform are measured to ensure compliance with 4MB limit. Ads above the limit are flagged with a warning message and video autoplay is paused.
  • Our Technical Quality Assurance process has been realigned to detect bandwidth and CPU usage. If limits are reached, Quality Assurance will catch this and be able to see how Chrome will interact with the ad in a live environment.
  • Our team will be alerted when an ad gets flagged by Chrome before it goes live. Ads affected will be quickly optimized to ensure delivery.

If you have any more questions about the steps we have taken to mitigate the impact of these regulations, your JustPremium representative would be happy to talk with you about it.

We are employing our unique technical abilities to guarantee the success of all ad campaigns.

Beyond Facebook: Where the New Advertising Opportunities Are

Advertisers wondering where to advertise amidst Facebook boycotts have a ready-made solution in the power and persuasion of Rich Media.

Brands in no way want to be associated with hate and bigotry because it doesn’t align with their core values. That’s what makes advertisers look for ad environments that are completely brand safe and suitable. This is especially relevant because our recent survey of ad professionals, including employees from GroupM and Google, indicates 2020 will be defined by more corporate social responsibility and brand focus.

Many brands including Verizon, Coca-Cola, and Adidas are pressing pause on their social media campaigns as they evaluate whether Facebook’s policies of not censoring hate speech align with their brand values. What alternatives do brands have once they step away from social advertising? Luckily for advertisers, there are digital display alternatives to Facebook that promise better brand safety and better performance.

Verified and Triple-Checked Safe Environments

Due to the content on social media platforms being user-generated, it can be hard to moderate and guarantee brand safety. Brand messages could have easily been just a scroll away from a vulgar or negative post. According to a collaborative study from Magna, ads appearing near negative content result in a “2.8 times reduction in consumers’ intent to associate with these brands.” Even more alarming is the same research reports two-thirds of consumers believe brands intentionally place their ads next to content, which could mean negative effects if that content is unsafe.

Digital display advertising addresses this by making selectivity key within publisher networks. There are dedicated supply teams who vet every single online publication for offensive or unsafe content. Questionable content gets blocklisted by publishing managers to ensure brands never have their message appear next to something negative.

The sites within these premium networks have stature and are committed to high-quality content and brand-safe environments. This is because content on sites within the network is generated from trusted journalists and vetted bloggers who have stated and verifiable publication standards. Local journalism accounts for 35% of the JustPremium network and local journalists are perceived as more caring (36%), trustworthy (29%) and neutral or unbiased (23%) by consumers than larger news outlets, according to a study by The Knight Foundation.

Ultimately, the real Rich Media digital display advantage comes from the power and control it gives to advertisers. They can handpick where they want to advertise. So far, Facebook has refused to offer the same guarantees to advertisers, maintaining that they do not plan on changing their policies. This may put brands in a precarious position if they find that Facebook and other social media platforms are not receptive enough to their brand safety standards.

Unparalleled Performance

High impact creatives in brand-safe environments make Rich Media ads incredibly effective. Often brand success and sales boosts are directly attributable to a strong Rich Media campaign that provides a high return on investment for the advertiser.

The endless scroll of Facebook and other platforms makes it easy for users to scroll past ads in a matter of milliseconds. In fact, the average In-View Time of a mobile ad on Facebook is 1.7 seconds. Now, when analyzing next to Rich Media’s average In-View Time of 69 seconds, it’s clear which is more effective for brand imprint. But that’s not all. Rich Media also outstrips Facebook ads in CTR, boasting an average 1.1% compared to a meager 0.9% from Facebook.

Despite this, Facebook is still seen as a resource to brands for its net reach as well as its ability to use profile data for targeting. However, through a programmatic ad buying structure, Rich Media offers as much control and coverage as Facebook. For instance, JustPremium’s Rich Media Marketplace hosts over 15 billion impressions per month across the globe, including sovereignties Facebook can’t access, such as China. Rich Media campaigns can also support niche targeting options within their programmatic platform. Cutting-edge contextual targeting abilities can be accessed through partnerships such as with Peer39 that finds the right audience with laser focus and raises CTR by an average of 16%.

Rich Media is also more effective than other online ad formats, as it helps brands stand out from ad noise and clutter in crowded environments. A study by Lumen Research found that user’s dwell on Rich Media formats 28 times longer than standard display advertisements. Almost 40% of users are still viewing JustPremium Rich Media ads after 5 seconds, compared to less than 1% for standard desktop display.

Rich Media is a better option for advertisers looking to find a new home for their brand message as it provides verifiable brand safety guarantees. Until Facebook can take the responsibility advertisers are asking for, brands must carefully weigh whether the drawbacks of advertising there are worth the potential gains. As of the beginning of July 2020, Facebook has reached no such agreement with advertisers and remains obstinate about changing its policies. This position combined with a new focus on brand social responsibility may have brands rethinking their long-term plans when it comes to how they market themselves – and where they choose to do it.

Q&A with Daniel Young, Yield and Programmatic Director for DMS

The yield and programmatic expert for Digital Media Services of Choueiri Group weighs in on the problems and opportunities for publishers today.

The landscape of the publishing industry has not been immune to the effects of the Coronavirus on the economy. Depending on the vertical, publishers have seen both spikes and valleys in their readership. Beyond that, they have had to contend with fluctuating revenues and stretched cash flow over the past few months.

As a part of JustPremium’s white paper, “Digital Publishing Roadmap to Navigating the Challenges of 2020”, JustPremium interviewed various global publishers about how they are approaching these turbulent times. Each of the publishers we spoke with had diverse views and plans for how they were going to help lead their publications through the storm.

This interview is with Digital Media Services’ Yield and Programmatic Director, Daniel Young. Daniel spoke to us from Dubai, where he leads the yield and programmatic divisions of DMS, which is the digital branch of Choueiri Group. He helps optimize the inventory of over 40 sites in order to create better monetization opportunities.

What has surprised you most about the effects of the Coronavirus on the digital publishing industry?

Daniel Young: “There has not only been a reduction in the overall demand that comes from huge drops in advertising spend across particular industries, but also the considerably lower CPMs that remain. I think that was to be expected with the oversupply situation we find ourselves in, but what I didn’t expect was many people just throwing out all their quality buying strategies and mentalities that they spent so long to establish.”

What do you think is one of the larger risks on the horizon?

D.Y.: “In a nutshell, cashflow. There’s always going to be the risk of clients, particularly smaller ones, not being a position to pay their agencies or perhaps delaying or extending their payment terms when there is a severe effect on cashflow. If however the agencies aren’t getting paid then it may create some sort of chain reaction with delays in paying suppliers, employees, and other responsibilities. I already know of some agencies that have put the brakes on payments and we all understand that many people are on reduced salaries or worse. It could be a while before purchasing power returns to the masses.”

What are some of the best ways publishers can survive an economic downturn?

D.Y.: “If they haven’t already, I think they will need to pivot into ways that are more efficient and effective. They might take stock of where they’re actually seeing the benefits and focus more on those. Here is where a ‘nice to have’ offering needs to make way for an increased focus on the USPs a little more, i.e. what they’re really good at and what will generate revenues while also being sustainable. For us, this could actually be very beneficial because we not only own and operate some of our sites but are fully invested in delivering both turnkey and specialist monetisation solutions to those we exclusively represent. This means that they can focus their efforts on creating the best content and experiences for their users knowing that we are operating in their best interests from a revenue generation standpoint.”  

Do you sense that relationships will change between publishers and partners?

D.Y.: “I think some of those perceived walls that people might have up, you know agencies vs clients or clients vs publisher, might change for the better. It seems to be a little more of an attitude of where we are all struggling so how can I get what I want in a way that you can get what you want too? Looking towards more mutually beneficial outcomes. I think there’s a little more mutual understanding, which is a good thing. It used to be where there was more of a one-way or even antagonistic relationship and in some cases, people would be willing to burn bridges too easily. I’m happy to see that all players seem to be more accepting and willing to compromise.”

Based on what you’ve said, would you say survival for publishers now depends on how they build their relationships and pivot their position?

D.Y.: “I think from our standpoint it might help us focus even more on partners. It could be how we work with outside technology providers and adjusting our offering to suit, but it could relate to the agencies and clients where we concentrate efforts on those that help shift the needle. There may be very little value in the spending hours on briefs and proposals that are going to consume huge volumes of inventory for a very little upshot. You also need to have a balanced relationship with two-way communication and that isn’t going to always be strained because they’re unfairly holding you accountable to their unrealistic measures of success. Why bother with that? Build stronger relationships with partners that are more focused on healthy strategies to the short, mid, and longer-term. Perhaps those that may be more open to experimenting with new products or solutions, enabling you to use and build tools collectively that can make the most of the situation but also strengthen the relationship and create opportunities.”

In our next interview, we will sit down with a different type of publisher. Remo Chipatiso works for WeerOnline based in the Netherlands and provides unique insights on how a very localised and specialised publisher faces different struggles and has separate opportunities in the face of the Corona crisis.

Webinar: Digital Publishing Roadmap for Navigating the Challenges of 2020

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Q&A with Erik Hulsbosch, CTO of JustPremium

The JustPremium Executive lends over a decade of industry experience to speak to publisher struggles during uncertain times.

Publishers should never have to face tough times alone. JustPremium’s latest white paper, “Digital Publishing Roadmap to Navigating the Challenges of 2020” featured voices from many different stakeholders in the digital publishing industry. We interviewed various publishers from all over the globe, but we also interviewed those in a position to help those publishers. 

JustPremium is in a position to help publishers work through the issues they are confronted with at this moment and come out stronger. The experts who work on the publishing side of our Ad-tech business are in a great position to offer advice on how to boost revenues and maintain steady cash flow despite the disruption caused by the Coronavirus. 

In this interview, we speak with JustPremium’s CTO, Erik HulsboschHulsbosch was one of the original group that founded JustPremium 8 years ago. Because of that, he has seen many large and small shifts within the digital publishing industry. Better yet, he has seen it all from a partner’s perspective, which gives him unique insight into how to approach problems from a holistic point of view. 

What are the biggest threats that publishers are facing right now?

Erik: “The biggest threat would be if one of the big agencies goes bankrupt. I think within every crisis, major or minor, there is that chance. The latest one was GDPR and we saw small movement then. You will see some movement now, and some publishers that just merge to reduce costs. This is going to happen. I do not expect major movements here unless they were already planned. There are publishers that are basically for sale already, or major holding groups that are selling their publishing business. Maybe that is the setup a little bit, or maybe we see a little bit more of it. But I do not expect some major changes.

How do you think publishers will respond to this downturn to stay in a strong position?

Erik:Some publishers will see an increase of direct relations with buyers or with direct advertisers. Some might think that that model won’t work for them and that they are going to fire the whole sales team and just do programmatic advertising. They may change only a few deals but that would be itThey’ll lower the cost and make money in a different way. There is no single way that they will survive. It really depends on the publisher, on the area. Maybe they already have way too many costs and now it is a perfect time for them to reduce it and refocus. 

What do you see the role of ad tech partners like JustPremium being when it comes to guiding publishers through stormy weather?

Erik:I do not believe that every single publisher is able to go to the advertiser or agency and build a relationship with them. Why? Because there are hundreds of thousands of publishers and there are only a few people on the agency. It is always good to keep close contact with the people in between, with the aggregator, with the network with the SSPs, with the whole ecosystem. Why? Because there are more publishers connected, and by that have immediate power to work with the advertisers. Ad-tech players are well-suited to be these mediators that bring them easy and powerful results.”  

How should partnerships be leveraged for publishers to stay on course?

Erik: “Work with your partners on solutions that can help you and your sales team or your whole business. Obviously, it is important to work with partners that generate a lot of revenue for you, but in the end, I think the most value for both partners: advertiser and user is when you can bring something unique.”

Are you optimistic or pessimistic about the future for digital publishers?

Erik:I have been in this industry for 12 years, so I’ve seen a lot. It seems like every year a new doomsday scenario is predicted for publishers. But every year goes by and publishers do just fine. There are tweaks here and there, but they continue to be a vital part of this ecosystem. In Q4 is where losses get turned into profits. The whole ecosystem is being monitored and insured by the power of the agencies. As long as the agencies continue to exist, there will not be a major shakeup. It is evolving, and it is not the same as 10 years ago. Do not get me wrong, the Coronavirus situation is different than the recession. But 10 years ago, they were saying the same thing about how publishers couldn’t maintain, but they did. I think through a combination of creativity and relying on partners, they will again.” 

Over the coming weeks, we will publish more extended interviews with publishers and other key players in the industry. Each of them brings their unique experience and insight into today’s issues and how they plan to face rocky roads ahead.

My New 2020 Vision Wrap Up

JustPremium recently challenged professionals in the ad and publishing industry to share their new predictions for 2020 under the #MyNew2020Vision hashtag challenge. People from all across the ad landscape answered the call with their own take on how they saw the rest of the year playing out and what changes they felt would become permanent fixtures in their working lives. They posted these predictions on their LinkedIn and became part of a broader conversation about evolution in times of distress.

The answers were as varied as the numerous participants. Some were more focused on how the Coronavirus would change the world of work generally, such as those who predicted that many people would be compelled to change career paths or find new lines of work. Others focused more on the closer effects of how it would change advertising or publishing specifically. For instance, many of the participants predicted that global media buying would consolidate and become more centralized.

Consolidation of Media Buying Powers

This could apply to not just advertising and publishing, but many office jobs that span across a variety of industries. However, the next most popular suggestions were very singular to the advertising industry. Harmen Tjaarda of JustPremium and Katie Ewer of JKR Singapore both foresee a round of media buy-outs before the end of the year.

Rob Garber, Managing Director for JustPremium, said: “There will be an aggressive M&A focus post-COVID-19. With cash-flow a struggle and redundancies and government plans being used, there will be more consolidation in the ecosystem.”

Ad Landscape/Media

Giving Back and Making an Impact

Another trend that we’re already seeing is brands leveraging their compassion and their sense community responsibility to pivot their messaging to include more human values themes. A good majority of participants predicted that this trend will continue.

Corporate Social Responsibility will be a huge trend going forward, according to Siim Säinas, the Social Insights and Measurement Lead for Maker Labs, a partner of Google. He said, “Everyone around the world is in fighting Covid-19 together. Consumer data suggests that our collective empathy has increased over the past months and we have started paying more attention to the world around us. Maybe cause-based marketing will just become marketing. Maybe we are ready to take on global warming.”

This will no doubt be true, but other respondents pointed out that consumers can feel fatigue around these messages rather quickly, and brands will have to get creative to break through to their customers when so many companies are offering merely generic messages of compassion.

Kate Ewer, Head of Strategy for JKR Singapore, underlined this point by saying she thinks we will see heightened consumer skepticism. “If there’s one thing this pandemic has taught us, it’s that there are two kinds of brands – those that have made a positive impact in a manner authentic to their values, and those that have messed about with the spacing of their logo elements. Posture at your peril.”

This is also in line with the opinion of Anton Reyniers, Google’s Regional Strategic Partnership lead who believes that now is the time to invest in real branding to make an impact. Reyniers predicts “the effectiveness of long term brand building will be something that can’t be ignored. Tactical led CMOs will fade away replaced with those that understand that protecting a brand means building it over years not quarters.”

Consumer Behavior

Regular Remote Working

However, the most popular prediction was one that companies had already been putting in action. The majority of respondents indicated that working from home becoming the new normal would be the most likely outcome of this disruption. While people varied in their reasoning as to why this would be so, they all agreed that these lockdown procedures served as a great trial run for a more remote working industry.

Peter Phillips, Global Strategy Director at MediaCom, elaborated, “Office work environment will radically change with a greater emphasis on remote and distance working and cross-team collaboration. Increased workforce flexibility in order to reduce size and upskill employees to make them more fluid with increased transferable skills and improve productivity whilst reducing costs.”


Various Ways of Aclimatizing to the New Normal

Other popular predictions include an increasing dominance of e-commerce shopping as consumers are more wary of social interactions in brick-and-mortar retail establishments. Another prediction is that digital advertising will become one of the more preferred ways to reach users as OOH and even television advertising struggles. Even still, advertisers will have to prioritize how to break through on those channels by using more creative and interactive elements to grab user attention.