Online advertising in a crisis or disasterFor the most part, advertising is done for financial gain on the part of both the advertiser and the publisher. The advertiser is looking to drum up more business by strategically placing ads on sites where their target audience might congregate. The publisher looks to benefit from showing ads that will be of interest to his or her visitors. There are times, though, when advertising can take on a different tone, and this usually occurs when some sort of crisis or disaster hits. People want to help, and advertising is just one way to raise funds or get the message out about helping those in need. Here are some things to consider when advertising in a crisis.
Consider timing and geographical locationThere is no time to waste when a crisis or disaster hit because lives can often hang in the balance during these times. It is speed that might decide just how many people are rescued. If you are going to advertise to help raise awareness or raise funds during a crisis, then you need to get the ball rolling quickly. While people from all over may want to help, you will often find that it is the people in the specific region affected and nearby areas will be the most responsive to calls for action.
Be sensitiveThere is a very fine line between helping in an emergency situation and trying to profit from it. If it even appears as though you are trying to profit from a horrible situation, you may end up doing irreparable damage to your business. The crisis or disaster will eventually end, but the bad feeling about how you did business during that time will linger on in the minds of the individual consumer.
Show goodwillOne of the best ways to avoid any confusion about your intention during these times is to show goodwill. This can come in several different forms, with the most obvious being some sort of freebie or discount. You may also want to consider donating a portion of your earnings to the disaster relief efforts.
Share informationAnother good way to operate during a crisis is to use your ad space to help those in need. This could mean providing updates on what is happening, as well as providing information that will help people stay safe and alert during troubled times. This is advertising as a public service to others.
Lead the recovery effortRather than trying to inspire people to buy, use your advertising efforts as a way to inspire them to help other and rebuild the community. Think about ways in which you can get the local community to chip in and help. This could be in the form of organizing clean-ups, creating fundraising events, or asking for donations and volunteers, all of which will aid the recovery effort. It is human nature to want to help, but people often don’t know where to go to do so. This is your opportunity to lead them and steer them in the right direction and at the same time, build a positive brand image.
Posted in Ad Strategies AdServer for Advertiser AdServer for Publisher AdServer for Ad Agency May 16, 2017
- Ad creative tips during a crisis
"In times of crisis, the average person isn't really concerned about going out and buying the next greatest and latest product or service that’s out there. Instead, they are more concerned with making sure that their family is safe and that they have everything they need to safely navigate the crisis. " More
- How to advertise after a natural disaster?
"While we would all love to live in a world that is safe and free from stressful situations, the reality is that we don’t. Watch the news on any given day and you will see that natural disasters are a good deal more common than we would all like. " More
- Advertisers, publishers and adservers work together to get through a global pandemic
"The one thing that has become clear during our current pandemic situation is that we are all in this together. It is the spirit of community and shared experiences that have kept a lot of people going through what is a very tough time. " More
- How many ad placements should you have in your email newsletter?
- Basic ad serving metrics: impressions, clicks and click-thru rate
- Serving ads during the re-opening phase
- Advantages of a self-service ad serving program for publishers
- Tips to manage multiple ads effectively in your ad server
- Advantages of a hosted ad server