A big topic a this month’s virtual IAB NewFronts will be around how brands are spending during COVID and what message they are sending, say veteran marketer Nadine Karp McHugh, now president of SeeHer, an ANA initiative, in this interview with Beet.TV
The goal of SeeHer is to increase the percentage of accurate portrayals of women and girls in US advertising.
McHugh says marketers have are facing a unique moment as that viewers will be watching with a heightened awareness as to what space brands are taking at this particular time.
“One of the conversations that we always have is around the importance of how brands show up, especially in times like this,” McHugh says. “Consumers are always watching.”
SeeHer’s research explores how consumers feel about brands representing things like diversity, but now, in particular, brands are being closely watched for where and how they are marketing during this particular moment.
“I think [consumers] are counting on brands, especially established brands, to lead the way,” McHugh says.
With the NewFronts approaching, another topic that hasn’t been buried as a result of COVID is the rapid evolution of streaming platforms. According to McHugh, it’s still all about where the consumer is.
“From what I understand, video consumption patterns continue to change and migrate,” McHugh says. “I think we’ve seen an increase in video consumption through this entire situation that we’re all in.”
Consumers have adapted faster during this situation because they have the time and access to explore more than they would in their normal routines. The question is, will these new habits stick once COVID has come and passed.
“I guess the proof will be in the pudding when everyone goes back, one day, to whatever normal looks like,” McHugh says.
This video is a preview in a series leading up to the 2020 IAB NewFronts. Please visit this page for additional segments from the Road to the NewFronts 2020. This Beet.TV series is presented by the IAB.