The coronavirus pandemic has had a significant impact on all industries globally, including advertising.
Hive Digital Media is supporting the sale of premium and programmatic advertisements on reliable news sites, which are continuously reporting on the ongoing COVID-19 crisis.
Previously avoided topics such as 'crisis,' 'coronavirus' and 'COVID-19' are becoming imperative for media buyers to sell and purchase in order to promote and ensure the safety of consumers.
The best way to do this is for media buyers to use their financial resources on trustworthy news sites.
Due to the uncertainty of the near future, caused by the COVID-19 pandemic, waiting for the situation to evolve as opposed to immediately enabling programmatic buying and advertising on previously avoided topics can be detrimental to businesses.
By spending money on reliable news sites, businesses can also support news agencies' efforts to pay their staff, promote public health and encourage the spread of credible information.
Championing consumer health and safety can be beneficial towards a brand, as consumers are an integral part of its success. When brands show consumers that they care about them, they help foster positive connotations in consumers' minds, in relation to the brand.
In order to spread further awareness about the COVID-19 pandemic, colleagues should be encouraged to engage the topic on their social media platforms.
In addition to this, trade organisations should be persuaded to support the cause. Hive Digital Media has made placements available for brands to purchase, which are advertisements that will be placed next to COVID-19 related content on news sites.