Marketers have had to completely rewrite their playbooks over the past month in an attempt to remain relevant amidst the rapidly evolving COVID-19 pandemic. Join QuickFrame’s Morgan Bailey and Tinuiti’s Avi Ben-Zvi and Jesse Math as they cut through all of the noise and deliver just the 3 most important pieces of advice marketers need to know as they manage through this new (temporary) normal.

1. REMAINING RELEVANT
The Three Things Marketers Need to Do Right Now
MORGAN BAILEY
Sr. Director, Performance & Product
AVI BEN-ZVI
Group Director, Paid Social
JESSE MATH
VP, Planning & Platforms, OTT Lead

2. MACROTRENDS

3. Media Consumption On Digital Devices Is Up

4. Consumers Spend More Time On Social Media
*Statista, March 2020
Share of US social media users who believe they will
use social media more due to the coronavirus

5. Digital Ad Budgets Have Declined
Downward trend
since ~3/12
*Based on Tinuiti aggregated data via Pathmatics. Note: FB & US only

6. CPMs on Facebook Are Falling
*Data based on Tinuiti advertisers: blended on FB/IG, Retail and B2C only
~3/12 CPM starts
to plummet
$8.45 Average CPM* $6.72 CPM

7. Three Strategies To Employ Right Now
Follow the
People
Go Organic
Improve Your
Odds
2 31

8. But First, a PSA on Messaging:
● Customers’ lives have completely
changed—it’s important to
acknowledge and reflect that in your
creative
● Customers are looking for solutions
for this “new normal” so it’s also
okay to advertise relevant products
● Understand that this is a global
health emergency and always
infuse empathy
● Never mock the pandemic
(i.e., no “COVID-19” discount codes)

9. Video Intelligence Analysis
MORE “ANIMATION,”
FEWER “PEOPLE”
“PEOPLE” ARE DRIVING
FEWER CLICKS
“CROWDS” DRAG
DOWN CTR

10. FOLLOW THE PEOPLE
(WHICH MAY MEAN GOING UP THE FUNNEL)

11. There Are Plenty of Ways to Still Produce Content
Animation
UGC-Style
Live
Action
Motion
Stills
Motion
Graphics

12. Streaming is Surging

13. Getting Into OTT
MEDIA CREATIVE
● Video should more mirror linear TV
than acquisition-focused social
● Leverage OTT’s data-rich
opportunity by thoughtfully
designing creative to A/B test
● Don’t be afraid to repurpose
existing footage or go all-in on
animation
● The audience is on OTT - the
question for marketers is “how”
not “if” OTT will work for your
brand
● Use behavior-based intent data to
focus on relevancy, rather than
mass reach
● There is a method of buying OTT
for every objective - find an
approach that meets your budget
and goals

14. OTT Spotlight
Planet Fitness:
● Goal is simultaneously
awareness + conversion
● Advertising a valuable
and relevant service
● Commercial created using
all existing footage and UGC
content

15. GENERAL TIPS
TikTok is Trending
● #1 in the App Store
● March 16-22: 2 million downloads
● March 9-21: 1.7 million downloads
● Keep it light and start small
● Helpful topics are trending
● Don’t repurpose IG Stories
● Use humor and/or music

16. TikTok Spotlight

17. Facebook Usage Surges
*Statista, March 2020
Share of US social media users who believe they will
use Facebook more due to the coronavirus

18. Facebook Spotlight
8% increase in CTR
26% more efficient CPC
16% increase in ROI

19. Snapchat Is Keeping Things Social
*Snap Inc. internal data

20. Snapchat Spotlight

21. Pinterest Peaks
● Searches were up ~60% YoY
● New signups, click throughs on
links from Pins, and Saves all up
~30% YoY
● ~45% increase in new board
creation YoY
● 3x increase in Pin video views
since March 1
CPMs Aren’t Declining,
But Usage Is Up

22. Pinterest Search Spikes
104% increase in “fitness challenge”
99% increase in “fitness challenge 30 day”
42% increase in “fitness journal ideas”
FITNESS
3X increase in “daily schedule template”
91% increase in “stay at home
mom template”
SCHEDULES
6X increase in “remote learning”
3X increase in “online learning”
76% increase in “easy piano sheet music”
EDUCATION
5.5X increase in “home projects DIY”
164% increase in “things to do”
169% increase in “ways to organize room”
PRODUCTIVITY
181% increase in “routines for teenagers”
5.5X increase in “projects for teenagers”
113% increase in “chores for teenagers”
TEENAGERS
*US searches 3/16/20-3/29/20 compared to 3/2/20-3/15/20

23. Pinterest Spotlight

24. GO ORGANIC

25. Position Yourself as Helpful or Hilarious
EDUCATE
ENTERTAIN
INSPIRE
*4A’s Research Services 3/18/2020
1
2
3

26. Inspirational Spotlight

27. Educational Spotlight

28. Entertainment Spotlight

29. IMPROVE YOUR ODDS

30. First Impressions Matter More

31. Retargeting on OTT

32. Landing Pages Spotlight

33. eCommerce Spotlight

34. 34
Coronavirus (COVID-19): The Resource Hub for Marketers
The latest news and cutting edge strategies for marketers to apply today
tinuiti.com/covid
Latest News
& Updates
by Channel
Tips for
Marketers to
Implement
Trends &
Up-to-the
Minute
Updates

35. Animation
UGC-Style
Live
Action
Motion
Stills
Motion
Graphics
15%
OFF
new original & post-
production projects
hello@quickframe.com

36. OPEN FORUM

37. THANK YOU!