Coronavirus is affecting the routines and habits of people and how businesses serve those communities around the world, changing everything from the day-to-day lives of individuals to global supply chains. Among the many areas impacted are businesses’ media spends and strategies.
As businesses seek to navigate this difficult time, adapt media strategies and determine which marketing activities are most worthwhile, gaining an accurate understanding of ad performance is more important than ever.
These shifts in consumer habits may not extend past the current environment, and so it’s important for businesses to evaluate their measurement strategies to ensure that they are gaining a true understanding of the impact of today’s conditions.

Take a step back and look at your strategy.
Evaluating your measurement approaches now will enable you to understand the costs and benefits of different testing strategies and better understand which marketing activities are most worthwhile to your business.

Consider today’s conditions when looking at results.
COVID-19 is impacting everything from consumers’ media habits to ad delivery systems. When looking at insights from tests conducted during this time, consider whether they will be applicable to future behavior.

Be nimble and assess your specific marketing conditions.
Current conditions vary widely by vertical, product/service and market. Consider running quick A/B and multi-cell tests to understand the unique realities your business is facing and the impact of strategy changes.