Covid-19 has of course completely transformed and disrupted the way we go about our daily lives. With restrictions in place and rules that must be followed, the onus is on government bodies at all levels to communicate effectively with the public and to ensure all communications give clear guidance. Digital advertising has an increasingly important role to play.
In the case of tiered restrictions, local authorities need to provide tailored messages to their constituents. It is essential to target people at a local level. This is made possible through geotargeting.
This approach helps you to target a defined demographic of users in a specific geographic area. With the ability to set the geographic parameters and only target certain users so budgets are not wasted. It’s all about getting a tailored message out in there here and now.
With the situation changing all the time, it simply isn’t enough to serve your ads on one device or channel.
It is so crucial to get the right message out at the right time in front of the right people – your ads should therefore target users across the full range of devices, as well as a diverse channel mix, including relevant social media platforms.
Dynamic Ads are also key to make sure you can quickly change your ads if the need for messaging changes.
Test, test, test. It’s one of the key strategies in the fight against the virus and is something that must be underpinned by clear guidance. As well as the right approach to digital advertising. Let’s look at the following scenarios.
People who have been tested
When people visit a test centre, it’s of course fundamental to provide them with their test results as quickly as possible over text and email. Ongoing messaging around self-isolating is also key, however, your approach to digital advertising is essential to do this.
Geofencing enables you to place a digital fence around testing premises and digitally engage with anyone that enters that location. Once users enter one of these fences they will have a digital marker placed on them, with digital display ads served to them on their mobile devices in real-time on the go. This means that once they’ve been tested you can serve them with relevant and targeted ads around self-isolating for a defined period of time across all their devices.
Those with symptoms who have yet to be tested
With test centres continuing to pop up in local areas, it’s vital to get the message out to people as to where the centres are and what to do if they have symptoms, this is still the case for door to door tests. Geotargeting is again a key tactic to get a clear message out to a specific group of people in a defined location.
That’s the first step. By creating multi-click ads with a range of options to click through to your website you also give them the chance to engage with your ad in the best way that suits them. This could be to book a test or learn more about self-isolating and what they should do in specific circumstances.
With the right approach to digital advertising, messages can be clear and consistent while reaching the right people.
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