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How Advertising Is Adapting In The Age Of COVID-19

Buyers
1
minutes
Technical Level
June 17, 2020
1
minutes
June 17, 2020
Technical Level
Frank Maguire
VP of Insights, Strategy & Sustainability
In April, as the reality of COVID-19 began to settle in,we noticed a shift in the way advertisers were using the Sharethrough exchange.‍

Many of our partners were asking for best practices and trends of how other brands were responding, so we decided to conduct a full audit and analysis of every creative running through the Sharethrough exchange since the start of the pandemic.The results of this bubbled up seven key ways that advertisers are updating their messaging and the associated lift metrics for each.In May, Sharethrough hosted a live webinar to talk through these findings, which we are publishing here as a whitepaper at no cost to our partners; click below to watch or download.

Click here to download the whitepaper.

To view the free infographic, fill the form below.

In April, as the reality of COVID-19 began to settle in,we noticed a shift in the way advertisers were using the Sharethrough exchange.‍

Many of our partners were asking for best practices and trends of how other brands were responding, so we decided to conduct a full audit and analysis of every creative running through the Sharethrough exchange since the start of the pandemic.The results of this bubbled up seven key ways that advertisers are updating their messaging and the associated lift metrics for each.In May, Sharethrough hosted a live webinar to talk through these findings, which we are publishing here as a whitepaper at no cost to our partners; click below to watch or download.

Click here to download the whitepaper.
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About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

In April, as the reality of COVID-19 began to settle in,we noticed a shift in the way advertisers were using the Sharethrough exchange.‍

Many of our partners were asking for best practices and trends of how other brands were responding, so we decided to conduct a full audit and analysis of every creative running through the Sharethrough exchange since the start of the pandemic.The results of this bubbled up seven key ways that advertisers are updating their messaging and the associated lift metrics for each.In May, Sharethrough hosted a live webinar to talk through these findings, which we are publishing here as a whitepaper at no cost to our partners; click below to watch or download.

Click here to download the whitepaper.
About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

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Frank Maguire
VP of Insights, Strategy & Sustainability

About the Author

Frank has spent over a decade at Sharethrough conducting research to better understand how humans respond to advertising to help brands and agencies adapt their unique advertising challenges to ever-evolving media consumption behaviors. In order to accelerate sustainability initiatives at Sharethrough and across the advertising industry, he recently completed his “Sustainability in Business” certification from Harvard Business School. He has also led multiple sustainability initiatives, including helping to launch the ad industry’s first Green Media Product “GreenPMPs,” hosting the advertising industry’s first Green Media Summit and speaking at Climate Week NYC. He is a digital advertising industry veteran, beginning his career working for clients including Nestle, Pfizer and Wyndham on the agency side and then opening up and growing Sharethrough’s East Coast headquarters in NYC.

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