A PROJECT REPORT ON

"A Study on the Advertising trends during Covid-19"

PROJECT REPORT
SUBMITTED IN THE PRATIAL FULLFILMENT FOR THE AWARD OF
DEGREE OF Bachelor of Business Management (BBM)
(2018-2021)

CONDUCTED BY :-

DEPARTMENT OF BACHELOR OF BUSINESS

MANAGEMENT
COLLEGE OF COMMERCE SCIENCE & ARTS
PATNA , BIHAR ,800020

UNDER THE GUIDANCE OF :- SUBMITTED BY :-

PARVEZ AKHTAR AMAN (53)
FACULTY (DEPT. BBM) SESSION :- 2018-2021
College Of Commerce Science & Arts , Patna BBM - 1920540070015

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 CERTIFICATE (From Project Guide)

This is to certify that project titled "ADVERTISING TRENDS DURING

COVID19" is an academic work done by "Aman " submitted in the partial
fulfillment of the requirement for the award of the degree "Bachelor Of
Business Management" from " College Of Commerce Science & Arts "
under my guidance and direction. To the best of my knowledge and belief the
data and information presented by him in the project has not been submitted
elsewhere.

----------------------------

PARVEZ AKHTAR

DATE :- ___/___/_______

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 STUDENT DECLARATION

This is to certify that I have completed the project titled " ADVERTISING
TRENDS DURING COVID19" provided by Spectrum Ranchi, under the
guidance of "PARVEZ AKHTAR" in the partial fulfillment of the
requirement for the award of the degree of " BACHELOR OF BUSINESS
MANAGEMENT" from "COLLEGE OF COMMERCE SCIENCE &
ARTS ".

This is an original work and I have not submitted it earlier elsewhere.

AMAN
ROLL NO.-
19205400700
15
CLASS ROLL NO. - 53

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 PREFACE

The project titled "Advertising trends during Covid -19'' provided by the
Spectrum Ranchi conducted during between the July-August is a summer
internship project .

The project will highlight all the major details relating to the terms involved
in advertising trends involved in the advertising , trends that took prior to
Covid -19 ,the changes in advertising trends during Covid -19, how the
Covid - 19 has impacted the Indian Advertising Industry ,how the consumer
have reacted to those changes and how their perception changed during the
pandemic.

Consumer response will also be presented in form of Bar Diagram ,Pie

Chart to give in depth details about the topic. A proper interpretation will
help to gain knowledge about the study conducted during period .

At the end of the project report consumers response towards changes in the
advertising trends during Covid -19 has been presented in the form of bar
diagram , pie chart and other diagrams.

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 ACKNOWLEDGEMENT

This project report bears the imprint of those who have rendered their
wholehearted support and encouragement without whose help this effort of
mine would be vain. I express my deep sense of gratitude and sincere thanks
to my project guide Parvez Akhtar for his direction, suggestion, and
information provided which were of utmost importance for the successful
completion of the project. I am also thankful to the entire team of spectrum
for their guidance. For successful completion of the project. At last, I also
thank to my family and my friends those who helped me in my successful
completion of the project.

AMAN

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 CONTENTS

SR NO SUBJECT COVERED PAGE

NO.

1. About then Project 07

2. Organization Profile 08-12
3. Introduction 13-17
4. Covid19 & its impact 18-21
5. Top digital advertising trends adopted 21-26
6. SWOT ANALYSIS 27-28
7. Research Methodology 29-30
8. Data analysis & Interpretation 31-42
9. Findings 43
10. Conclusion 44
11. Bibliography 45
12. Annexure 46-48

ABOUT THE PROJECT

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The project title “ Advertising trends during covid-19” provided by the
Spectrum Ranchi conducted during the month July – August is a summer
internship project.
The project will highlight all the major deals relating to the term involved in
advertising, trends that look prior to covid-19. The changes in advertising trends
during covid-19, how the covid-19 has impacted the Indian advertising
industry , a complete SWOT analysis of Indian advertising industry , how the
consumer have reacted to those changes and how their perception during the
pandemic.
Consumer response will also be presented in from bar diagram, pie chart to give
in depth details about the topic. A proper interpretation will help to gain
knowledge about the study conducted during the periods .

Objective
 To understand the concept involved in Advertising trends.
 In depth look of how covid-19 has impacted the advertising industry.
 Customer perception and how they responded to those changes made by
companies.
 Measures adopted by advertising companies during the pandemic.

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ORGANIZATION PROFILE
The Spectrum is an integrated advertising ,promotion, marketing, PR,
event & entertainment service provider with the vision to push
promotion aspects to new frontiers. Established in the year *2014*, we
have been spreading our wings from Jharkhand to east India and now
offering our services pan-India. Our philosophy is based on integrity,
flexibility, customer relationship, trust and attention to detail.

Our Business Development experts can help with clearing of bottlenecks

that are preventing your business from realizing its full potential despite
consistent and persistent efforts on your part for its promotions.

The Spectrum envisions itself as a platform to deliver exceptional value

and performance in the field of communication, advertisement strategy,
brand activation, events. It has a team of creative minded people with
the passion to create unforgettable and impactful experiences for you
and your audience.
The Spectrum Advertising is a premier organization in delivering quality
services in advertising, marketing, digital media and executing quality
BTL and ATL activities pan India.
The Spectrum Advertising is one of the best marketing talents I have
ever come across - topped with an excellent attitude and work ethics
ensuring timely delivery of work with quality standards.

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Cinema Advertising

Cinema advertising is a medium offering advertisers the opportunity to

reach their target consumers in a captive, distraction-free environment.

Cinema advertising is becoming a more essential, strategic part of the

media plan, for many brand categories. Having tie up with more than
70+ screens in Jharkhand & 250+ screens in Bihar we are leaders in on
screen Cinema Advertising. We also have tie ups for PAN INDIA
Cinema advertising with both Multiplex & Single Screens

Print Media advertisements

For Mass campaigns Print media is one of the best medium of
promotion.

We deal in News Paper advertisements with almost all leading Hindi and
English Daily.

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On air radio advertising
Radio is the only true mobile medium. In the car, at work, and at play,
radio is there…the companion and the advertising force your customers
take with them wherever they go.

Newspaper rates are up (even though circulation is down). TV ad rates

are up (even though viewership is down).Radio advertising costs grew
less than any other major form of Advertising.

Digital Marketing

With a dedicated team of professional content Writers(Hindi &

English),designers and other support staff we are one of the best in the
industry when it comes to Digital Marketing.

In addition to bulk SMS we are also deal in, Bulk Email, Google a
words, website designing ,SEO, Social Media promotion & all software
related solutions

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.
Hoardings & Outdoor

The Spectrum is your one stop solution for all your branding solutions including
,Auto rickshaw branding ,Flex boards ,hoardings & other outdoor media.

Branding in Café Coffee Day outlets & Malls

Planning to grow your reach among youth??

Branding in Cafe Coffee Day outlets & malls can be a good option.

Drop down, elevator branding, danglers, standees, floor stickers etc are some ways
of advertising.

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Research Project Profile

2.1 Details of Industry Mentor

Name: Rahul Roshan
Designation: Advertising Agency
Department: Marketing
Location: Ranchi
Phone No.: 917766808080
2.2 Location of Research Project
Harmu Road, Ranchi - 834001 (Near Patel Park)
Area Type: Work from home
Group Type: Individual

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INTRODUCTION :-
Advertising trends during covid-19

The coronavirus crisis has put a brutal halt to advertising investments, whatever
the medium. The drop in advertising revenue ranges from 50% (television, radio) to 99%
(billboard) during the weeks of confinement. As we showed in our other analysis,
the impact of the COVID on the media, the annual decline in advertising
revenues is estimated at:
1. 10% for television and radio
2. 20% for Out of Home display
The WFA (World Federation of Advertisers) released a study in Mid-May that
predicts a 31% decrease in investments for the year 2020. This is 10 points
more than our worst predictions of early May.
The entire advertising ecosystem has been put under pressure and is feverishly
awaiting confinement. With the latter comes the hope of a revival of the
advertising market.
We are going through an unprecedented time, a ‘black swan’ event that has sent
shockwaves across the global economy – from large business houses to small
next-door businesses, the COVID-19 pandemic has spared no one. Factories
have been shut down, supply chains have been disrupted, marketing investments
have been put on hold as countries are putting health and safety above
everything else.

As the lockdown continues, we see second order effects leading to fundamental

shifts in the consumer buying behaviour and media consumption. Consumer
spending is seeing a spike on essentials, health & hygiene products;
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discretionary spends continue to tumble and planned purchases are being put on
hold as saving cash has become a priority. As consumers avoid stepping
outside, online shopping for groceries and medicines has seen tremendous
growth, with orders of leading e-tailing platforms growing multifold even as
the e-tailers continue to fix their supply chain issues.
Likewise, the advertising space is seeing an explosive growth in digital content
consumption (esp. on social media, OTT and gaming) and significantly
increased TV viewership (40%+ over pre- Covid period), ironically coupled
with advertising demand being subdued due to the current situation, except for
select categories like essentials, health & hygiene. Advertisers across industries
have responded differently to the situation – while advertisements for essentials
and health & hygiene products continue across media, most non-essential
categories have restricted communications to digital, advertisers for categories
under planned purchases have gone dark. Few companies are doubling down on
brand building by highlighting their efforts towards combating the situation.
Advertisers across industries have responded differently to the situation – while
advertisements for essentials and health & hygiene products continue across
media, most non-essential categories have restricted communications to digital,
advertisers for categories under planned purchases have gone dark. Few
companies are doubling down on brand building by highlighting their efforts
towards combating the situation.
As India enters the second phase of the lockdown, we need to identify which of
these changes will sustain in the long run and influence media consumption
patterns. The extended lockdown is expected to increase the downward pressure
on consumer purchasing power and spend on discretionary items & planned
purchases will continue to be low. Digital content consumption and e-commerce
will benefit the most and see a permanent, upward shift in baseline. Trust will
be a top factor in consumer choice and brands that display authenticity, real
expertise, unprejudiced patriotism, and social care will become stronger.

4 key imperatives for Indian advertisers:

Prioritize brand building: Increased TV and OTT viewership, reduced
advertiser clutter and potentially lower rates due to lower demand, make for the
perfect time to invest in brand building (rather than cutting spends). Monies
earmarked for BTL can be redirected to deploy on media as consumer promos,
offers, etc. are on a backburner. One way to execute brand building would be to
explore higher ACDs (average commercial durations) with aspirational
storytelling to drive salience.

Communicate right: Advertisers need to ensure that messaging is appropriate

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and distinctive given the heightened sensitivity of consumers and focus on
safety and care in most of the messaging. Communication should come across
as informative and helpful and advertisers should be wary of being noticed as
opportunistic and exploitative. Brand should re-align messaging around “new”
core consumer values – safety, security, comfort and health. Additionally, with
the advent of fake news and misinformation, it is of vital importance to ensure
the brand image is not compromised by ads appearing across such content – use
trusted channels on TV and extensive whitelisting and other brand safety
measures on digital.

Plan for FY21: With a constantly evolving situation and no clear timeline by
which we will emerge out of the pandemic, brands need to engage in rigorous
scenario-based planning assuming different timelines of recovery, changes in
consumer behavior and modified budgets. Advertisers need to adopt a digital
first approach as we adapt to a ‘new-normal’. To ensure opportunity and reality
are balanced, media plans also need to be aligned with business strategy, such
as timing of non-essentials demand returning to peak levels, investments in
brand building on the back of cheaper inventories, allocation for bringing back
the older imagery and recall levels, etc.
Strategize for long term: Media strategy should be redefined to be in line with
the inevitable disruptions in content consumption. Organizations should utilize
this time to ramp up media knowledge across levels, with a special focus on
digital, to enable better decision making – internal experts can engage the wider
organization through webinars and digital workshops. This downtime can be
effectively utilized to address long pending questions on beefing up digital –in
terms of spends, effectiveness and capabilities.

The advertising survival kit in a lockdown

Marketers have postponed or cancelled regular campaigns and films that would
have been inappropriate to run in these times. Imagine scenes of people in a
crowded cafe or bar, in buses and trains, people hugging, kissing and feeding
each other, in a time when social distance is critical to saving lives.
But brands have launched pandemic themed films on television and digital
channels using stock footage/images and user generated content, and produced
these films from makeshift home-offices, given that many markets are under
lockdown. Among the first to bolt out are Vivo, Asian Paints, Dettol, Tata Sky
and ITC.

In India, TV consumption continued to spike in the 12th week of the current

calendar, as reported by television viewership measurement agency
Broadcast Audience Research Council of India (BARC India). March 21 to 27

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saw viewership surge 11% as compared to January 11 to 3. The average daily
reach grew 62 million from 560 million to 622 million.

As state-run Doordarshan launched reruns of epic TV

shows Ramayan and Mahabharat, should we also expect to see reruns of epic
Indian advertising? Brand Equity asked marketers and adlanders and among
their choices of classic ads they'd like to see again on the telly were Fevicol
‘Bus’, Hajmola 'Masterji', VIP ‘Kal Bhi Aaj Bhi’.

Moving Poetry

New York-based agency Droga5 created a film for Facebook that’s both
heartbreaking and full of hope. It features a spoken word track by British poet
Kate Tempest and images of our new world.
Social-distancing themed public service ads began with a Coca-Cola billboard
in Times Square. Many brands followed with their own renditions. Some earned
Likes, some failed for being too “gimmicky” and lacking originality.

While sportswear brands like Adidas are showing people how to stay fit in their
homes, Burger King showed us how to make a quarantine burger.

Sanitizer brewers

LVMH, the world's largest luxury company, was one of the first companies to
adapt its production line to make hand sanitizers for local hospitals and
communities. Among the big and smaller alcoholic beverage companies
producing sanitizer are Diageo, Anheuser-Busch, Radico Khaitan, a brewery in
Goa called Goa Brewing Co, and former Aussie cricketer Shane Warne’s gin
distillery, among many others.

BE Best

A masterpiece of moment marketing in a campaign that imparts art education

and entertains the public in self-isolation, Getty Museum in LA is inviting
people to recreate works of art at home. Responses so far would impress the
original creators and artists, and perhaps have them somersaulting in their
graves.

A Global Brief And Screensaver

The UN announced its first-ever "open brief to creatives everywhere" that aims
to support the World Health Organization (WHO) with campaigns to raise

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health and hygiene awareness, to promote social-distancing, to tackle
misinformation, and more, in media from print and radio to social media. "You
have the power to change the world," the brief states. "We need help translating
critical public-health messages – not just into different languages – but into
different cultures, communities and platforms – reaching everyone,
everywhere."

Morale & Spirits

What agencies are doing to keep employees happy and battle-ready.

Fitness contests, wellness initiatives, informal and interactive Zoom sessions,

recreating coffee-break chats and house parties in the virtual world, help people
bond and feel connected.
Though these can never replace in-person social interactions, initiatives like
these do help people feel less isolated.

COVID-19 and its impact on Digital Media

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As India grapples with a new way of life, it is impossible to not see the impact
on digital media consumption. Consumers have had to change their lifestyles
significantly as social distancing, working from home, closed schools and
canceled travel/events disrupt daily routines. 
As part of Conscore ongoing investigation into the COVID-19 and its impact on
the Media and Advertising industry around the world, we now spotlight trends in
India. We study key areas of digital consumption that are the most impacted by
this pandemic. To be notified when new insights or data become available.
News Consumption
Compared with the week of Feb. 10-16, 2020 visits to websites and mobile apps
in the “General News” category increased by 61% in the week of March 16-22,
2020. However, most of the increase occurred recently: compared with the
week of March 9-15, 2020, visits went up by 50% during the week of March
16-22, 2020.
As financial markets fluctuate with the spread of the pandemic, the reach of,
and engagement with, digital content within the “Business News” category have
surged. The number of unique visitors increased by 22% between the weeks of
March 9-15, 2020 and March 16-22, 2020, while the increase in total visits was
34%, and total minutes increased by 27%.

Government
Consumers have shown increased interest in content hosted on “Government”
sites, whether that is the latest number of COVID-19 positive cases or the most
updated guidelines to be followed. While traffic went down in February up until
early March, it jumped during the week of March 16-22, 2020, as the reality of
the pandemic took hold. Compared with the week of March 9-15, 2020,
websites and mobile apps belonging to the public sector saw a 29% increase in
reach, as measured by the number of unique visitors. Engagement, in terms of
visits, increased by 39% and time spent on them increased by 27%.

Healthcare
As people sought information about this relatively novel illness, traffic to
health-related websites increased. Between the weeks of Feb. 10-16 and Mar
16-22, 2020, visits to health information websites and mobile apps increased by
25%.
As news about the impact of the virus spread and consumers braced themselves
for a possible lockdown, they also showed greater interest in healthcare retail

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sites. Visitation to “Healthcare Retail Sites” increased by 146% from Feb. 10-16
to March 16-22, 2020.

Sports
The disruption of sports events was reflected in a decline in reach of, and
engagement with, sports websites or mobile apps. The sharpest decline occurred
during the March 16-22, 2020 week: compared with March 9-15, 2020, visits to
websites and mobile apps in this category declined by 76%; total minutes spent
on this category declined by 87%.

Travel
Be it hotels, flights or ride sharing, the pandemic forced people to abandon their
travel plans and stay at home. As a result, compared with the week of Feb. 10-
16, 2020, visits to online travel agents’ websites or apps declined by 55%
during the week of March 16-22, 2020.
Hotels also experienced less traffic on their sites/apps. The decline was most
prominent during the month of March 2020: compared with peak traffic in the
week of March 2-8, 2020, visits to hotel websites and mobile apps went down
by 66% during the week of March 16-22, 2020.

Car Transportation
Compared with the week of Feb. 10-16, 2020, visits to websites and mobile
apps in the car transportation category, which includes ride hailing apps, saw a
decline of 43% in March 16-22, 2020.
The airline industry in India has experienced a unique pattern of traffic over the
past two months. In February, traffic to airline websites and apps declined as
more and more people reconsidered traveling. Compared with the week of Feb.
10-16, 2020, the number of visits to websites and mobile apps in this category
declined by 53% during the week of Feb. 24 - March 1, 2020. In March,
however, the trend was partially reversed, probably due to travelers cancelling
or modifying their travel plans. Compared with the week of March 2-8, the
number of visits increased by 69% during the week of March 16-22; 2020.

Online Gaming
Devoid of sports, travel and any social activities, many have turned to online
games. Between the weeks of Feb. 10-16, 2020 and March 16-22; 2020, visits
to online gaming websites or apps increased by 24%. Engagement, as measured

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by time spent on gaming sites or apps, increased by 21% during the same time
period.

Emerging COVID-19 trends: Media and Entertainment

The COVID-19 pandemic has changed the way people consume media and
entertainment. Due to strict national lockdowns around the world people have
been forced to stay at home, changing consumer behaviour on a large scale. As
movie theatres, museums, events, and other external entertainment consumption
models have been banned, social lives have moved online, and entertainment
consumption has increased significantly for online gaming and over-the-top
(OTT) services. 
Traditional media services such as television and newspapers have also been
side-lined as drastic cuts in ad spends of large companies have severely dented
revenues of traditional media giants. Even government advertising has taken a
hit post the pandemic. To a large extent viewership has been limited to
consumers looking for live news updates about the coronavirus.
In contrast, services like Hotstar, Amazon Prime and Netflix in India have seen
an 82.63% increase in time spent. Similarly, YouTube has seen a 20.5 percent
surge in subscribers in the country. It garnered over 300 billion views in the first
quarter of 2020 and has been growing at a rate of 13 percent since the fourth
quarter of 2019.
It is expected that the psychological hangover from the virus could affect
behaviour as well. Consumers might take more time to embrace previous norms
of external consumption once again, especially in areas that have been the worst
affected by this crisis.
To reiterate this notion, it is useful to point out how online ticketing services
whose revenues were concentrated on outdoor events, have been adapting to the
new normal. BookMyShow, for example, launched Live From HQ, which is a
new series focused on bringing live entertainment into people’s homes. 
Further, according to KPMG the projected ‘digital billion’ trajectory of India is
set to accelerate significantly by virtue of the lockdown. This is not just due to
the addition of new users but also because of the increasing comfort and
confidence of existing digital citizenry.
Now, the most important aspect to consider, of the post-COVID scenario is the
competition between existing players and newer arrivals. While on one hand
some people expect the pandemic to benefit the OTT sector as a whole, there is
an another argument which states that key content gaps due to halted
production, depressed advertising spend due to the closure of many advertisers’
businesses and significant economic uncertainty facing consumers, will result in
a more hostile environment for new and nascent services.
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Two aspects of this challenge are as follows.
One, in the arena of OTT streaming services, content is king. This means that
platforms must consistently provide high quality programming at a high
volume. Services must deliver enough compelling original or exclusive content
along with sufficient breadth so that subscribers can find something to watch
every time they log in.
And two, once COVID-19 restrictions are eased and previous models of outdoor
entertainment resume functioning, consumers might look to thin their stack of
OTT services. Services therefore must focus on as much customer retention as
possible by all means, such as long term offers, future promises of high-profile
content and intuitive algorithms to engage consumers. This will be crucial in the
long-term survival of newer platforms.
In conclusion, the post-COVID scenario for the media and entertainment
industry is expected to be that of increased digital integration into everyday life
with short-term and long-term impact on consumer behaviour. The psychosocial
fallout of the pandemic is yet to be ascertained, however, it is not without
reason to assume that previous models of entertainment such as crowded events,
gatherings, movie theatres, concerts are likely to be avoided until trust in such
interactions is restored. Meanwhile, the stage is being set for a new battle of
dominance amongst streaming services, gaming platforms and other forms of
at-home entertainment services.

Top digital advertising trends of 2020

To say that digital advertising space is a whirlwind of changes is a fairly

good assessment. It’s constantly evolving and adapting as new
technologies and regulations step into the spotlight. Brands, publishers,
and content creators on one side and advertisers on the other will
continue to witness shifts in their businesses as the industry moves
forward.

As the first couple of months of 2020 come to an end, it’s a good idea to
take a look at digital advertising trends that are already forming and/or
will surface this year. Some of these have been in the making over the
course of a few years while others are just emerging. As much as it is
vital for brands and businesses competing for users’ attention to stay on
top of these advertising trends, it’s equally taxing and time-consuming.
Hence, I’ve compiled a list of things (in no particular order) that will be
reshaping much of the industry in the coming months. 

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1. Amazon Hits Its Stride
2019 was a phenomenal year for Amazon, supported by a record-breaking
Prime Day and a highly successful back-to-school season. Brands have begun to
understand the power of advertising on Amazon and the unique opportunity it
offers to capture people at the beginning of their purchasing journey. 
The Opportunity: Brands have flocked to Amazon for its revenue-generating
ad capabilities. We expect this trend to continue in 2020 as Amazon refines its
offering and advertiser use becomes more sophisticated. Experiment with
sending more of your paid search traffic directly to Amazon as the offerings
improve, like Amazon Attribution. Amazon is simply too good of an
opportunity to miss.
2. Search Remains Strong and Flexes Its Gen Z Muscle
Paid search remains the dominant digital ad channel and as we look into next
year we see no indication of this changing. Google retains the upper hand
through constant innovation and releasing a number of sophisticated tools that
help marketers target their customers more effectively.
The Opportunity: As we move into 2020, a key challenge for search
advertisers is how to reach the Gen Z audience. It’s no surprise that mobile,
specifically smartphones, will be a core part of this strategy.
Smartphone search usage continues to increase—more local search queries are
now done on smartphones. Marin research shows that university students are
truly the smartphone generation; with this in mind, advertisers that adopt a
mobile-first approach to search can expect to reap rewards next year. 

3. Despite Social Controversy, Instagram Remains Facebook’s Secret

Weapon
In spite of an ongoing public image crisis, Facebook has continually published
positive results throughout 2019, demonstrating that media backlash doesn’t
necessarily equate to poor business performance. This growth is likely to
continue into 2020 due to the roll-out of a number of new features such as
Facebook Watch and Automatic Placements.
However, the real story is still the rise of Facebook secret weapon, Instagram.
With more than 500 million people using Instagram Stories every day, there’s
plenty of opportunity for advertisers to experiment with engaging creative.
The Opportunity: Instagram Explore Feed is expected to launch in the New
Year. It’s a fairly new concept for advertisers, bringing more interest-based
targeting to the platform. Explore Feed represents a great chance for advertisers
to be part of what’s culturally relevant and trending while reaching new
audiences looking to discover something new. Exciting times ahead!

4. The Meteoric Rise in e-Commerce Advertising

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One of the biggest stories of the year is the rapid growth in eCommerce
advertising. According to Statista, it’s expected there’ll be more than 300
million U.S. online shoppers by 2023. Brands should identify ways of finding
and engaging with the right shoppers—for example, understanding ad formats
on different channels and the role they play in the customer journey.
The Opportunity:  There are so many formats emerging—from Stories to shop
able posts—and each one is designed to reach audiences at specific points in the
journey. Google Shopping Ads, for example, are designed to move buyers from
the consideration phase to conversion.
Understanding these nuances, as well as how these various ad formats can work
together in a cross-platform approach, can help marketers avoid a siloed
strategy in 2020 and will propel the business in a competitive market.

5. Will 2020 See Visual/Voice Search Take Off?

Google, Facebook, and Amazon are the key players in the voice search game.
According to Google, 20% of all searches are voice and 55% of households are
expected to own smart speaker devices by 2022.  We’ve seen a big push this
year with voice technology developing at a rapid rate. 
Visual search is also starting to take shape. On the one-year anniversary of
Lens, Pinterest revealed that Pinterest users were carrying out more than 600
million visual searches every month with Lens, a 140% increase year-over-
year.  Google’s own visual search tool, Google Lens, has seen similar growth
with images now returned for 19% of search queries on Google. 
The Opportunity: As speech-recognition accuracy goes from 95% to 99%, we
expect voice search especially to continue to see rapid growth in 2020. As
Google’s SERP continues to evolve for a mobile world, 2020 will likely see
more ad formats that incorporate a more robust visual offering than years past.
This visual component has already seen an impact in Shopping campaigns since
Google expanded to Showcase Ads this year. And, with 62% of millennials
wanting visual search over any other new technology, it seems natural that
using an image to start a search will become the norm in the next 12 months.

6.Mobile Keeps the Digital Advertising Trophy

People are spending less time watching broadcast TV on an actual set and
reading print newspapers, and digital media consumption is picking up the
slack. Mobile is the main driver of this growth. Within mobile itself, daily time
spent with media on smartphones will be the only category in our forecast to see
persistent growth. 
The Opportunity: Google recently introduced the launch of several new ad
types that will be showing up on mobile devices. Google searches on mobile
devices will include gallery ads that allow advertisers to display multiple
images for users to swipe through.

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 Users will also begin to see ads in Google’s discover feed—the feed of news
stories that are built into many Android home screens, inside the Google app,
and on Google’s mobile homepage—though they’ll only appear in select
locations for now. Brands that maximize these mobile tools will be the ones that
succeed in 2020.

The current impact of COVID on the advertising industry

The advertising sector was one of the first to be affected by the coronavirus
crisis, as advertising investments were cut back. In this section, we will
successively discuss the financial impacts and then look at the visible
consequences in terms of advertising messages.
I asked Bruno Liesse about the situation in the sector. He distinguishes 3
scenarios:

1.Stopping advertising investments for the wrong reasons:

this involves cost reductions
dictated by procurement or by senior management.
2.The cessation of advertising investments for good reasons :
these are advertisements that
were in media that no longer exist (inflight magazine) or advertising campaigns
that are too out of date.
3.No halt in investments:
1/3 of the brands have not stopped advertising. Either they
continued because they were still operational (food retailers), or they were no
longer functional but decided to adapt their message to the context.

Covid -19 and its impact on Indian advertising industry

The Covid-19 pandemic has presented serious challenges when it comes to

stabilising the overall economy amid the lockdown, one of which is
changing industry dynamics. Covid-19 has largely impacted the way
brands, agencies and various other businesses work, which disrupted the
ever-evolving advertising and marketing industry. The world’s leading
economies have witnessed a downfall in the revenue as the businesses are
shut. While there is no handbook that one can follow in such crisis, it is
essential for advertisers to re-calibrate their entire approach and connect
with the right target audience. Since people spend maximum time staying
at home during the quarantine, connecting with them through digital media
is convenient. In such cases, advertisers need to know the tactic of how to

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keep their audiences engaged through right media platforms and how to
make the brands invest through them.
Are brands taking a responsible route? Shifts that were witnessed
Restrictions on travel due to lockdown have posed to be a threat for out-of-
home (OOH) advertising and seem to be a medium that has no realistic
lockdown replacement as it has majorly been impacting revenues. But
what has actively taken over the current scenario during these tough times
and have saved brands from sinking is the way online advertising is
responding to it. Brands have started focusing on the alternative ways of
boosting their businesses online by taking a different approach towards
dealing with the current scenario.
Is global ad spends sinking?
Spending has now made a shift from the traditional means of advertising
from newspaper ads, hoardings, printed pamphlets, etc., to digitally active
platforms. These include social media like YouTube, Instagram, Facebook,
Snapchat and also digital OTT platforms like Netflix, Amazon Prime,
Spotify, Voot, etc. Global ads are expected to sink this year as the
pandemic has led to dip in travel and tourism and entertainment industry
among others, all of which has impacted demand. This change in the
global ad spending is what is been highlighted in the way brands have
chosen to spend particularly on platforms as a means to increase their sales
during and after lockdown. One of the major reasons why ad spends are
sinking is because of the attitudinal shift in consumer behaviour. Most
advertising companies will experience negative impacts on their business
as ad revenues are dropping at a faster pace. Even when sales are at halt
because of the pandemic, what was to be noticed is the way how brands
did not stop advertising. They continued to create awareness through
digital platforms by posting TVCs and coming up with creative ways on
Instagram pages that strongly depicted how brands are posing to be with
their audience even during these tough times. Creatives from various
brands like Metro, Mochi, Burger King, Swiggy, Zomato, Audi etc., have
found different ways and means to stay connected with their audiences on
typical topics like lockdown, quarantine, isolated, pandemic while playing
around strategically with these terms. Changing their logos to promote
social distancing, etc., brands like Dominos, Swiggy, Big Basket have
even started safely delivering groceries by following WHO’s guidelines at
your door steps to hold credibility in the eyes of its consumers.
Impact on Indian advertising industry
While industry is actively dealing with the challenges of OOH during these
challenging times, advertisers have now realised that digital progression is
the only saviour. Digital is the best medium for advertisers to reach their

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 end users. We can already see a shift in Flipkart’s Big Billion Day sale,
Myntra’s end of reason sale, etc., which have always happened in a
particular way, but have a possibility of changing due to the crises.

COVID -19: Specific Impacts On The Advertising Industry and its future

 The consequences of COVID for the advertising industry. The advertising industry is
inseparable from the media business model. Except for public service media,
financed by taxes, the entire media ecosystem is dependent on advertising
revenues. The coronavirus crisis has very strongly impacted advertising
revenues. This crisis will leave permanent marks.
In our analysis, we, therefore, propose to address:
3. the immediate consequences of COVID on the advertising sector
4. the medium-term (2020-2021) implications of the COVID on the advertising
ecosystem
In the second part, we will go a little bit overboard, and we will also look at the
changes in terms of marketing and communication after the Covid crisis.
Today’s analysis is part of series we devoted to the impact of Covid-19 on
different industries:
 airline industry
 food retail industry
 non food retail industry
 media industry

The Dos And Don`ts of Advertising During COVID-19

The effects of COVID-19 continue to evolve around the world and impact all
aspects of life as we adapt to this new reality.
Since mid-March, many of our customers have asked us for best practices around
advertising and marketing during this challenging time. People are uncertain about
how to advertise sensitively as well as effectively.

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We’ve compiled “dos and don’ts” of advertising during COVID-19. The tips
below are based on Adobe Advertising Cloud research, industry guidance, and
customer recommendations.
Dos
 DO be authentic.
 DO revisit your creative often.
 DO look closely at segmentation to inform new strategies and messaging.
 DO assess the media channels where your customers are spending their
time.
 DO choose the premium options — which have more credibility with
consumers.
Don’t
 DON’T assume your audience is consuming content the same way they
always have.
 DON’T blindly restrict your ad placements.
 DON’T blindly restrict your ad placements.
 DON’T share anything insensitive or that could induce panic.

SWOT Analysis of the Advertising Industry

SWOT analyses evaluate the strengths, weaknesses, opportunities and threats

of a business operation. A SWOT analysis of the advertising industry would
address these four criteria, and provide management of advertising agencies a
better understanding of their industry, both in terms of shortcomings and areas
of excellence. Although a SWOT analysis can be commissioned for the
advertising industry as a whole, a SWOT analysis could also be
commissioned to evaluate a single advertising agency, one marketing
campaign or even a line of commercials within a campaign.
Strengths

The strengths component of the analysis should identify the advertising

industry’s internal strengths, such as where the industry excels compared to

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other industries, and how it is maximizing its physical resources and
personnel. For example, this section may list low staff turnover, high staff
morale, low overhead, high profit margins, multiple revenue streams, product
and service diversification and a sustainable business model.
Weaknesses

The weaknesses component should identify the advertising industry’s internal

weaknesses, such as where improvements need to be made and where
physical and human resources are not being maximized. For example, this
section may list low client satisfaction, high production costs, low return on
investment (ROI) or an untrained or aging employee base. These examples
may not apply to all advertising agencies, but for a SWOT analysis of the
industry, these examples would be generalizations of the industry.
Opportunities

The opportunities component should list how the industry could grow or
expand. The items listed in this section tend to be environmental factors that
can be leveraged by the previously listed strengths. For example,
opportunities may include rising marketing budgets, large client bases, a
growing economy, a larger number of media outlets, lower advertising rates
or new advertising mediums. It’s important to note that these examples are
listed as opportunities, but some could also be listed as threats, depending on
the circumstances of each individual agency.
Threats

The threats listed on a SWOT analysis should list the external elements of the
advertising industry where the industry could potentially be harmed. The
features listed here should be areas of the industry where outside forces could
possibly harm current growth or even harm the status quo. For example,
threats listed could include a shrinking economy, less demand for marketing
services, higher health care costs or a change in tax legislation.

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RESEARCH METHODOLOGY:

This research is based on the primary and secondary data and for its
completion of the requirement of the stated objectives of this report are
collected by the primary survey through well structured questionnaire over the
advertising trends during covid-19 & cover all sampling with different
respondents randomly. We asked them different questions and recorded their
responses and for this research random sampling is used and different methods
are also enacted to approach the results very good form for the best
observations.

RESEARCH DESIGN
A framework or blueprint for conducting the research project. It specifies the
details of the procedures necessary
for obtaining the information needed to structure and/or solve research
problems. A good research design lays the
foundation for conducting the project. A good research design will ensure that
the research project is conducted
effectively and efficiently. Typically, a research design involves the following
components, or tasks:
➢ Define the information needed.
➢ Design the research.
➢ Specify the measurement and scaling procedures.
➢ Construct and present a questionnaire or an appropriate form for data
collection.
➢ Specify the sampling process and sampling size.
➢ Develop a plan of data analysis.

SOURCES OF DATA COLLECTION:

Data needed for the study have been collected both from primary as well as
secondary sources. They are discussed as follow:
Primary data: Primary data have been collected from primary sources by way
of verbal and designed questionnaire.

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Secondary data: Secondary data included collecting information from internet,
magazines, ratings and reviews from different sources etc.

DATA COLLECTION TOOLS:

Questionnaire is providedwas conducted with the customers for collecting
information.

DATA ANALYSIS TOOLS:

The collected data is systematically classified and analyzed and interpreted. It is
presented with the help of Pie Charts, Bar Graph.

SAMPLE DESIGN
▪ Sample Unit
For studying consumer preference towards advertising samples were selected
from Ranchi and Patna.

▪ Sample Media

Questionnaire in the form of Google forms.

▪ Sampling Methods –

✓ Convenience Sampling
▪ Sample size – 50

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Data Analysis and Interpretation

1. What is your age group?

2. What do you do currently?

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3. Do you opt for online advertising?

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4. If yes, there are various ways to go for online shopping and some
of the methods are
given below. Which site you prefer the most of your shopping trend.

33
34
5. Which site you prefer the most from 1 to 4 in order of your preference?

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6. The websites contain more advertisements than content:

36
7. what would be the best way you would like to recieve advertisement?

37
8. are you satisfied with the recent trends in advertising adopted by
companies ?

9. Do you find it important to be able to control which advertisement you will

actually receive ?

38
10. would you buy a product just because your favourite celebrity is endorsing
it ?

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40
11. With covid-19 prevailing do you think advertisement are as important as it
was earlier?

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FINDING

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CONCLUSION

From the given study it has been seen that although covid-19 has affected
the economy to the large extent. But companies has adopted number of
advertising trends to overcome them. Most importantly company has
started focusing more on digital advertising than ever before. There are
number of tools and techniques adopted to achieve the overall goals of
respective organization.
It has been also seen that trends adopted by the companies have meet
with positive response from the customer side as it can be seen from the
questionnaire .
Overall the project provide by Spectrum has thoroughly helped me to
know about the trends in advertising from a different perspectivespecially
during the covid-19 situation.

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BIBLIOGRAPHY

Website
 www.spectrums.com
 www.goggle.com
 www.indiatimes.com
 www.smallbusiness.chron.com
 www.wefrum.com
 www.bestmediainfo.com
 https://www.investindia.gov.in
 http://insights.marinsoftware.com
 https://www.comscore.com/Insights/Blog/COVID1
9-and-its-impact-on-Digital-Media-Consumption-
in-India

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 ANNEXURE

Name:
Gender:

1. What is your age group?

a)10-20
b) 20-30
c)30-40
d)40 -50
e) 50-above
2. What do you do currently?
a)Business
b)Student
c)Service
d)Others

3. Do you opt for online advertising?

a) Yes b) No
4. If yes, there are various ways to go for online shopping and some of the
methods are given below. Which site you prefer the mostof your shopping
trend.
a) Web portal
b) Ecommerce
c) Company website
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5. Which site you prefer the most from 1 to 4 in order of your preference?
a) Yahoo
b) Rediff
c) Amazon
d) Flipkart
6. The websites contain more advertisements than content:
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
e) Can’t say
7. what would be the best way you would like to recieve advertisement?
a) Tv
b) mail
c) newspaper
d) internet
e) mobile phone
8. are you satisfied with the recent trends in advertising adopted by
companies ?
a) yes
b) no
9. Do you find it important to be able to control which advertisement you will
actually receive ?
a)extremely not important
b) not important
c) neutral
d) important
e) very important
10. would you buy a product just because your favourite celebrity is endorsing
it ?

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 a) strongly disagree
b)disagree
c) neutral
d) agree
e) strongly agree
11. With covid-19 prevailing do you think advertisement are as important as it
was earlier?
a) Yes
b) no
c) maybe

Submit

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