Blog Post

Coronavirus, consumers, and your media budget.

03/17/2020 - Liz Cerrone

At Digilant, we exist to create unique, actionable, and effective ways for advertisers to connect with consumers on digital channels. As Coronavirus (COVID-19) and social distancing impact how people do business around our country (and the world), we realize this isn’t business as usual. We empathize with those facing difficult decisions to pause/cancel campaigns and to pivot marketing strategies. We’re committed to doing all we can help our clients and advertisers at large to navigate this new normal.

We’ve received many questions from clients on how to move forward with, cancel, or postpone marketing activities and advertising campaigns. Whether you are a brand weighing the impact of changing your advertising strategy, or an agency making a tough call on behalf of a brand client, we want to help you stay ahead of emerging challenges and “in the know” on alternative ways to stay connected with consumers as the impact of Coronavirus unfolds.

To share an excerpt from Sequoia Capital’s recent post:

“…nobody ever regrets making fast and decisive adjustments to changing circumstances. In downturns, revenue and cash levels always fall faster than expenses. In some ways, business mirrors biology. As Darwin surmised, those who survive ‘are not the strongest or the most intelligent, but the most adaptable to change.’”

While we are still uncertain of the lasting impact the Coronavirus will have on advertisers and our economy overall, we can be certain that a “wait and see” approach is a high risk for advertisers looking to sustain demand. 

In the face of uncertainty, it can feel good to take some concrete action. Here’s what we recommend you consider. We hope you find it useful.

Protect your brand with keyword blacklists

48% of consumers report that they would avoid a brand that appears next to undesirable content or fake news. If you have concerns over your ads surrounding questionable content, consider creating a blacklist of any concerning keywords surrounding the Coronavirus. 

Test a new channel (CTV anyone?)

As the “homebody” economy booms, content streaming is on the rise. This is especially true for multi-screen consumers who are streaming Connected TV (CTV) content while simultaneously tuned in to broadcast TV to catch the latest news.  

Rethink dominant device and channel day-parts

Mobile is king when it comes to the morning commute. As more employers ask employees to work from home, we may find fewer consumers streaming podcasts and playing mobile games during the morning hours as they log on to desktop/laptop devices first thing.

Engage in-store customers, online

40% of consumers who have altered their in-store shopping routines have reported that they are “avoiding or limiting visits to shopping centers/malls” and more than 30% are avoiding stores in general. Lean into CRM data to activate loyal in-store shoppers with offers to shop your digital storefront. 

Get a piece of the Amazon pie

Amazon is seeing an uptick in sales and as a result, is expanding its workforce by 100k. To get a piece of this pie, tap into Amazon’s point of sale and intent data for your media buys. Reach audiences programmatically on Amazon sites and apps, Amazon Publisher Services, and third-party exchanges.

Ramp up authenticity and slash production costs with user-generated content

Consumers are 2.4X more likely to view user-generated content as authentic compared to content created by brands. Repurpose user-generated content in your digital advertising campaigns to capture consumers’ attention and engage them in a non-intrusive way.

B2B advertisers, dip your toes in Account-Based Marketing

In response to conference cancellations, be proactive. Leverage Bombora or Dun & Bradstreet data segments to drive account-based and job title/role targeted campaigns that reach your B2B audience on display, social, and beyond. 


We hope you, your colleagues, and your family are staying healthy during this uncertain time. We’re in this together and always here to help. 

If you have any unanswered questions please don’t hesitate to reach out to us at

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