The COVID-19 situation across the globe has led to an increasing amount of “Home Audience” with a steep increase in online activities. Our hypothesis was that with more people consuming content online, they’re probably paying more attention to the contents marketed to them, with varying degrees across different brand categories. This should translate into higher performance for campaigns that have gone live during this period compared to Pre COVID-19. In this analysis, we have put our hypothesis to test across different verticals.
Data Sample :
All data used in this report is measured by Wootag, the Visual Interactive and analytics company that measures the effectiveness of its clients’ Video marketing campaigns. This is done via integrations with leading media partners across the APAC region. All data is anonymous and aggregated.
For the purpose of this analysis, we examined Video performance metrics such as completion rates, time spent, interaction rates and click-through rates of same or similar campaigns for each vertical for Pre COVID-19 (Q4 2019 & Jan 2020) vs. During COVID-19 (end of Jan to end of March 2020).
Countries :
The Wootagged Video campaigns analyzed for this report span across 9 APAC markets, all of which went in a state of lockdown around a similar time frame from when WHO declared the outbreak.
1. Vertical: Nutrition/ Personal Care
This vertical has the advantage of being closely associated with essential needs and we had a good mix of brands across SEA markets in this vertical.
Audience Behavior Uplift During COVID-19
An uplift of 0.5X in completion rates means users are spending more time viewing the content. Uplift of 3.9X in Interaction rate & 3.4X in CTR, meaning users are also actively browsing and purchasing nutrition/ personal care products online.
Wootag Interactive Features used during COVID-19 campaign executions:
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Vertical 2: Food & Beverages
This vertical has the most advantage of being closely associated with essential needs and would reflect the changing users habits with a higher likelihood of ordering the groceries online. The key challenge for brands is to keep the stocks updated.
Audience Behavior Uplift During COVID-19 we are seeing an uplift of 1.9X uplift in Interaction rate & 2.7X in CTR. Meaning with movement restrictions, users are looking online for food recipes or for the food they can order to their homes and potentially higher than average order value.
Wootag Interactive Features used during COVID-19 campaign executions:
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Vertical 3: Finance
During crisis times, users tend to be more engaged with financial products focused on loans with low interest rates and savings with higher returns, driving higher value for the users.
Audience Behavior Uplift During COVID-19 we are seeing an uplift of 0.2X in completion rates which means users are spending more time viewing the content. We are also observing an uplift of 0.9X in Interaction rate & 1.5X in CTR, meaning users want to learn more and keep their finances healthy.
Wootag Interactive Features used during COVID-19 campaign executions:
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Vertical 4: Fashion
Spending an increasing amount of time indoors, users are increasingly turning towards shopping for fashion apparels, accessories, and related products online. They’re also very likely to switch brands “loyalty shocks” during these times, which makes for a good opportunity for brands.
Audience Behavior Uplift During COVID-19 we are seeing completion rates to be constant, but an uplift of 1.4X in Interaction rate & 1.1X in CTR respectively. Meaning users are also actively browsing and engaging with fashion brands as compared to pre-COVID-19.
Wootag Interactive Features used during COVID-19 campaign executions:
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Vertical 5: B2B / B2C
One may argue with more and more countries looking at partial to full restriction on movement, B2C and B2B brands would be at the receiving end. However people are working home and kids are being homeschooled.
Audience Behavior Uplift During COVID-19 we are seeing completion rates to be constant, but an uplift of 1X in Interaction rate & 0.8X in CTR respectively. Meaning both retail or business users are interacting and considering either buying these products or services.
Wootag Interactive Features used during COVID-19 campaign executions:
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Summary: The rise of “Home Audience” has not only increased the consumption of online content, but there is also an uptick in performance albeit with varying degrees across different brand categories across the region.
If you’d like to explore how you can leverage Wootag Interactivity to engage and convert your target audience in a meaningful way, get in touch with us OR Ask for a FREE Mock with any of the above COVID-19 Recommendations.
Disclaimer – Videos example used at the end of every vertical is for reference only and does not reflect individual video performance.
