Category: Sports, Media, & Marketing

Hive is excited to participate in Advertising Week 2020, kicking off Tuesday, September 29th. Watch our promotional video to learn more about how Hive is working with media owners, brands, agencies, and others in the media ecosystem.

TV advertising has been arguably more dynamic than ever during the COVID-19 pandemic. How will the lingering uncertainty around the 2020-2021 school year impact how marketers approach Back-to-School campaigns? Research using Mensio, a media analytics platform developed by Hive and Bain Media Lab, highlights how advertisers approached Back-to-School campaigns in 2019 and what to expect in 2020.

Trends to watch for Back-to-School 2020

• Back to Advertising?
  Many specialty retailers typically active with Back-to-School campaigns have stepped down TV ad spend while stores have been closed; Back-to-School campaigns may bring those brands back to TV
  
• New to School?
  Potential for “classrooms at home” may drive new advertisers and messages focused on home office furniture and technology
  
• Geographical Flexibility
  Brands may increase the use of digital platforms and /or local advertising to better align messages with geographic variance in timing and conditions for the re-opening of schools