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Pathmatics Covid-19 Insights Series, Ep. #2 - Online Class is in Session

April 16 2020 by Matthew Bozin

 

 

As we move through week five, seated in our home offices, sipping our coffee, with no one to look over our shoulders and ask, "Is there liquor in that?" the Pathmatics team is still moving right along, and in fact, busier than ever, as we've seen the highest engagement in our platform in our history, over the past month.

And that got us thinking - with Covid-19 still keeping us indoors, how have online learning advertisers leveraged their digital marketing? Because, with all this free time (when we're not working, of course), both kids and adults have some spare hours to learn that new skill they've been putting off, like how to make your bed - we're talking to you, teenagers!  

Learning digital creatives

Okay, bed-making aside, we took a look at 4 of the top 15 advertisers in the jobs and learning category, and found some pretty interesting trends over the last month. 

Looking at Masterclass, Age of Learning, Udemy and The Teaching Company, we found massive spikes in spend, as shelter-in-place orders rolled out across thecountry in mid-March, with Age of Learning on top with a 1200% spike on the 27th. We can't say we're surprised since school years have been canceled across the board, and parents have suddenly become newly deputized teachers searching for creative ways to engage their kids. 

MasterClass Digital Creative

But, why should kids have all the fun (yes kids, when you get older, you'll find learning is fun)? With Udemy and The Teaching Company offering courses in everything from wine and philosophy to software and history, there's plenty of brain-training for adults as well.Similarly, the uniquely positioned Masterclass focuses many of their courses in writing, acting, filmmaking and other creative vocations, and in fact, are the only advertiser in the group to change up their creatives, offering a free membership to share for anyone who buys a year subscription. 

So, what have we learned (see what we did there)? While we continue to keep everyone in our thoughts during this difficult period, it's good to know there are resources to help us through. And, maybe, if we're lucky, we'll come out of this just a little smarter than we entered. Until then...please, just make your bed. 

About Author

Matthew Bozin

After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.

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