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Ad of the Week, COVID-19 |

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Digital Advertising Spend & Leisure Brands: COVID-19 Insights

May 20 2020 by Matthew Bozin

 

 

You don't have to lie to us. We promise, there's no judgement here. Everyone's doing it, and you shouldn't feel ashamed. Yes, we're talking about what you're wearing under the camera line during your web-cam meetings. What else did you think it was?

HOME OFFICE? OFFICE HOME? HOFF-ICE?

As we approach 3 months in our work-from-home reality, it's become difficult to separate our home office from, well, our kitchen, living room, bedroom, or front porch - if your router reaches that far? And, in turn, just as hard  to put on that pair of nicely pressed kakis or loafers when the next drawer over contains a variety of sweatpants, yoga pants, furry slippers or gym shorts, just screaming at you to be comfortable. I mean, who's going to notice? The answer to that question - Advertisers.

Pathmatics analyzed 5 popular leisure brands who noticeably ramped up their digital spend as companies sent their workers home in mid-March. Taking a look in Pathmatics Explorer, Fabletics, Lulu Lemon, Tom's Shoes, Mack Wheldon and Athleta. YTD, we found that each company significantly increased total spend starting as early as late-February. 

Screen Shot 2020-05-19 at 12.34.04 PM

GETTING CREATIVE

Although Fabletics outspent their competitors, and released more than twice the ads in that time, none were actually focused on Covid-19 messaging, or stay-at-home wear. In fact, of the five, only Tom's Shoes and D2C brand Mack Wheldon released creatives targeting customers who have now been limited to work, or play in the comfort of their own home. 

Screen Shot 2020-05-19 at 1.02.31 PMScreen Shot 2020-05-19 at 1.02.49 PM

Even as states begin phased re-openings, the landscape of how we conduct business may have forever changed, showing a work-from-home model isn't out of the question on a more permanent basis. And with more meetings over web-cams, the new business casual is offering some advertisers a shot at daytime customers, as opposed to only after-hours clientele (we're looking at you Netflix and Chill-ers).

So, what does that mean for those pressed kakis and lace up brogues in your closet? We can't be certain, but don't throw them away just yet. When the day comes that we do head back to our offices, a wardrobe full of sweatpants and slippers might not cut it.

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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