Author
Peter Adams
Marketing Dive
Dive Brief:
- COVID-19 themes appeared in 32% of holiday ads analyzed by Ace Metrix, with many focusing on the “new normal” versus traditional seasonal concepts.
- The report found campaigns that nod to the pandemic fared slightly better with viewers than those that did not, but it was not a meaningful difference. Under 10% of holiday ads feature masks this year, with the retail category most frequently emphasizing face coverings, particularly around scenes of in-store shopping.
- As with broad references to the coronavirus, choosing to include masks in holiday ads did not make a noticeable impact on their reception. The findings suggest that adjusting marketing to acknowledge a different tone this season is potentially more important than digging into specifics of life under the pandemic.
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