Article by Bharat Khatri, Country Head, Xaxis India
In the present scenario when consumers are limited to their homes & spending most of their time in the so-called new epicenter, most brands are experiencing marketing budget cuts and looking for more affordable and result oriented channels like Programmatic. The acceleration in audience buying model across digitally connected devices using automated & predictive methods has clearly fast-forward the programmatic adoption across brands during this pandemic. A big shift is also happening in consumer behavior as more people start searching and reading content around homeschooling, parenting, immunity, fitness videos, personal hygiene, pet care, healthy cooking, and eating. Apart from the usual prime time late evening slots, we are seeing more prominence from 12 pm to 2 pm slot across news, OTT, gaming, and OTT platforms. The bigger question is after this pandemic period which behaviors will return to what they were like before, which will stabilize for a while, and which will get changed for good.
But one thing is for sure that as a marketer, we all will have to stay focused on both short and long-term goals & as always look out for new growth opportunities by focusing on accelerating digital experience and eCommerce capabilities, build new audience cohorts by using offline data models like retail, POS, POI from pre COVID period, location in combination with current online behavior of same audience cohorts through advanced data modeling exercises and much more.