How CMOs Can Optimise Media Strategy for Direct to consumer brands in 2020

The virus has affected every advertiser, but how should they change behaviour?

The short term impact of covid-19 has seen a shift in purchase habits moving into ecommerce with a 10ppt increase in April
COVID-19 has impacted advertisers in three significant ways
The actions we need to take are highly dependant on category
Every media channel is affected by COVID-19, impacting immediate strategy changes we should implementing
High short term demand with no significant impact in the long term suggests a digital focused budget would be beneficial to Direct to consumer brands
Example for the Demand Boost Brand: maintain reach levels by only reducing spend slightly, capitalising on better buying rates
Example: -40% Cost per TVR and +20% Demand Improvement
Higher weights on Digital channels will allow brands to capitalise on increased online activity and engagement
Key Overall Takeout’s


Working with your analytics provider quickly is key here. Leveraging data and speed will lead to the best strategy and positioning.

Different Impacts by Channel

Greater focus on use of digital media channels to continue to engage with consumers and drive demand.

Taking the Long Term View

Make use of cheaper TV rates and increased radio audience to grow brand awareness – increased brand exposure likely to lead to long term increase in share of market.


  • Campaign Magazine, Marketing Weekly, JKO Collective
  • Office for National Statistics, All retail

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