During COVID, ad spending is thriving for some “unexpected” brands. According to research from MediaRadar, certain marketers quickly pivoted during the first quarter of the year. Breakfast cereal makers’ ad spending shot up 13% in February and March, while skincare and hygiene products invested $10.6 million—a 38% month-over-month increase. Unsurprisingly, online education and software brands saw a spike in ad spending reaching $45 million. There were some investments from “unexpected” industries, like prescription eyewear and toy companies, which outpaced what is usually seen during the holiday season—2.5x more than normal. However, travel-related ad spending saw a downward turn of 79% over the same period. Depending on how the economic recovery goes, brands will likely have to decide whether they need to adjust their marketing in the future. (Marketing Dive)
