Emerging digital channels are here to stay: omnichannel lessons of the crisis will fuel campaigns for the future

By Alkistis Chatzidimitriou, strategic solutions lead at Verizon Media Consumer behavior and media consumption patterns continue to evolve as a result of the coronavirus pandemic. A perceived fear of the negative impact of audience reactions to advertising during the pandemic also adds to uncertainty for brands.   However, findings from GlobalWebIndex show the outlook for advertisers is markedly more positive than initially expected. According to their survey, 85 percent of consumers have a positive or neutral opinion of brands that proceed with normal advertising during the outbreak, going up to 93 percent if that advertising communicates how these brands are responding to the crisis.   Our U. S.

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