In this episode of How Agencies Thrive, John Shaughnessy joins StackAdapt’s Christian St. Louis, to examine the impact of COVID-19 on the advertising world. While some businesses have completely stopped advertising, others have doubled down on their advertising spend.
Although digital ad spend is down by a third, social media usage has shot up by 70% right now. This anomaly has created a unique situation where businesses can reach a much larger audience for every marketing dollar spent.
“This combination of COVID, plus an expected economic slowdown, I think begs two questions,” says John Shaughnessy, Head of Data Strategy, Programmatic at LiveRamp. “One: which new habits will remain? And two: which older ones will vanish?”
Listen in while John and Christian cite historical data, as well as current statistics, to reveal why advertising right now can pay off rich dividends when we tide over this current crisis.
The entire show is peppered with really interesting nuggets of information and insights. For instance, while OTT usage has gone through the roof, alcohol consumption was expected to fall by 25%, and yet, it grew! Likewise, comfort brands are showing rising sales as people crave for normalcy in these trying times.
And the show’s wrap-up? It’s all about preparing for the eventual removal of 3rd-party cookies. I bet you weren’t expecting that!
There are 7 more episodes to come! Be sure to subscribe on Apple Podcasts or Spotify so you don’t miss a single one. And we know you are going to love what you hear—so please rate and review How Agencies Thrive.
LiveRamp provides the identity platform leveraged by brands and their partners to deliver innovative products and exceptional experiences. Powered by its core capabilities in data accessibility, identity, connectivity, and data stewardship, LiveRamp makes it easy to connect the world’s data, people and applications. For more information, visit www.LiveRamp.com.
John Shaughnessy, Head of Data Strategy, Programmatic
John manages the commercial strategy to grow programmatic data buying from the LiveRamp Data Store marketplace. He helps LiveRamp’s partners adopt and scale 3rd-party data strategies. Prior to LiveRamp, John was a management consultant and founded an advertising agency.