‘It’s a dangerous time to go dark’: Advertisers prepare for an uncertain summer

The third quarter in the most normal of times is a media lull, landing smack dab in the middle of languid summer months, used more as a preparation for the critical fourth quarter to end the year. This summer, advertisers have their plates full as they settle into the most unusual summer in memory. Advertisers are scrapping their original plans for 2020 as they adapt to new consumer behaviors brought on by months of quarantine and continued social distancing guidelines. What’s more, the liberation of coronavirus strictures will be unevenly distributed, as some regions spring to life and others haltingly come out of slumber. That means the flight plan is out the window now; advertisers are re-routing as they go. Most (52%) are still working on those revisions, per a survey of 151 marketers and agency execs from Advertiser Perceptions.

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