WAN-IFRA – 23/03/2020
Valerie Arnould
Hugues L. Rey, CEO of Havas Media Belgium shares in this presentation (download below) a first analysis about impact of Covid-19 on media consumption in Belgium. It’s worth noticing that traditional newsbrands are outperforming A/V broadcasters on digital channels, especially local and quality newsbrands.
Rey presents, in the second part of the presentation, how some brands have adapted their communication : calling for solidarity, reassuring about the availability of products, special opening hours for seniors in shops, free services….
Rey underlines the importance for advertisers to consider Brand Safety in this context: “digital allows to react rapidly and change the creative material in a smoother way than on other media” and newsbrands commercial teams can assure ad campaigns will not be placed next to unsafe content.