According to data from Advertiser Perceptions—which fielded responses during two separate periods of the coronavirus outbreak—64% of US agencies and brand marketers surveyed in the first week of April said they’ve postponed a campaign for a later time. That’s 15 percentage points higher compared with those surveyed in the first wave, during the third week of March.
Some marketers are even rethinking their campaigns; nearly a quarter of respondents polled said they launched a new campaign that wasn't previously scheduled—likely with new messaging. As uncertainty over the pandemic persists, more marketers will likely continue on this path, either reworking their campaigns, reconsidering when it’ll be OK to run them, or just scrapping them altogether.
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