Response from Cathy Oh, Global Head of Marketing & Analytics, Samsung Ads
Research shows that consumers appreciate brands that showcase their role in For some brands, instead of pausing spend, we saw them demonstrate their commitment to reassessing their strategy by pivoting their advertising messaging to highlight the company’s core values and ways they are helping consumers and the community. For others, a pause was essential, and now is certainly the right time to restart media strategies. Recognize that things have changed, and so should creatives. Customers are looking for a message now, and are sensitive to genuine and authentic ways companies have changed their offer and support models to help customers respond to the new challenges we all have in our lives.