The old adage is that during times of crises, marketing budgets are the first to be cut. And so global advertising spend in 2020 is predicted to fall by just over 8.1 percent — equivalent to US$49 billion.
On the other hand, digital native advertising budgets appear to be mostly untouched, and that has been the experience so far this year for Morning Studio, the branded content team of the South China Morning Post, the 117-year-old global news publisher based in Hong Kong. Learn more about what kinds of stories brands wanted to tell during COVID-19, and why this type of advertising based on storytelling will continue to be attractive — and effective — in the post-pandemic new normal.
Marketing Solutions Director
South China Morning Post
09:30AM - Day 1