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SEO and Content Trends for 2020

Originally published in Danish and most links are in Danish   The 2020 plan is dead! Long live the 2030 plan! We have looked deeply into the crystal ball for 2020 and the years to come to identify a number of emerging trends. Maybe you are already at the forefront of several of them. If not, it's time to get started.   Video, video, video! Visual storytelling becomes the key   It is no surprise that video is a constantly growing part of the Internet. It was already one of the big things in 2019, but we expect video and visual storytelling to be even greater in the coming years, with 82% of Internet content expected to be video by 2021. Already 72% of users prefer to learn more about a product or service through video.   When talking video, it's not just the classic videos you know from YouTube. We will see more and more brands replace the traditional video format with live streams and live videos. Eighty-two percent of today’s viewers prefer live video over social media posts from a brand.   But how do live streams benefit you as a brand, you might ask? The same survey shows 67% who saw a live stream bought a ticket for a similar event, and 45% of respondents would even pay for live videos of their favorite teams and influencers.   Maintaining User Interest (Hubspot) The above shows that video users get the content they want and pay more attention to the content. It's win-win. The video quality of the latest smartphones is so good that you can easily use your mobile to make your videos.   Video can increase organic traffic to a website by up to 157%. Visitors spend, on average, 2.6 times more time on a video page than one without video. And it's not just in the B2C market that video has a big impact. Seventy-three percent of B2B marketers say video has a positive effect on their ROI. Google has even taken a closer look at why we remember a YouTube ad.   The video format itself has also begun to change. Vertical videos are becoming more popular. It makes good sense because we position our mobile phones that way 94% of the time. In other words, it is the natural way to use the mobile phone.   YouTube still dominates when we look at the major video platforms with 1.5 billion users watching one billion hours of video every day on the platform. On Facebook 75 million users watch eight billion videos every day. On Twitter, 82% of users primarily use the app to view video content and on Snapchat, users see ten billion videos every single day. So video is already hugely popular - but its potential is even greater. Local content can go viral (globally) if you hit the right mix of content and optimization.   Here's how to succeed with video Using the video format does not automatically guarantee success. If you don't focus on the quality of the content, you won't get more than a handful of views on YouTube.   This is where storytelling comes into play. Engage and entertain your users - and not just with video, but with all content. Share authentic stories and moments that matter. Users love behind-the-scenes content and personal narratives.   Make it present, personal and transparent. The first ten seconds of a video are the most important, so make sure this is where you really deliver your message. After 10-15 seconds, users will slowly begin to drop off.   Make videos that you can use and reuse on multiple platforms. You might have a longer video for YouTube, parts of it for Facebook and Instagram, and micro elements of it for Stories.   Consider subtitles on Facebook (and YouTube) where 85% of viewers watch videos without audio while it’s just the opposite on Instagram where 60% watch Stories with sound.   From superficial to in-depth content Content will be a significant part of 2020 and the next several years when we will see a significant shift from superficial to in-depth content as brands realize superficial content produces superficial results.   The first ranked organic search result has, on average, a text containing 1,890 words according to The same study reveals that pages with content that goes deep into a topic outperform pages that deal with the topic superficially.   In short, it means that your content should be anything but short. To the contrary, you really have to go in depth with it so that you can turn every single stone. At the same time, it is important that you get into related topics. Your content should cover everything around the topic so that the user is not left with questions.   Credibility and authority also play a big role when it comes to content. You can read more about this in the upcoming trends.   Related topics you should mention in your content include those found at the bottom of the search results page. Below are, for example, searches that Google has assessed to be relevant. The search is "mortgage price." Years ago, search was all about keyword density, meaning how many times you could use the keyword in your text. Fortunately, that is no longer the case. Now, your text must add value to the reader, with keyword density playing a much smaller role, and even less so moving forward.   It is still important for users and search engines to find your text. For many years, search engines have used Entity Salience to understand a page's content - places, people, topics, etc. You can use Google's Natural Language API demo to see what entities and sentiments your text has according to Google. Unfortunately, though, it does not support all languages.   Of course, the primary keyword should be mentioned on the page - especially in headlines - but it is also important that you use naturally related words and topics in your content.   We've published a blog post about Google My Business (GMB) that contains just around 7,000 words. In it we cover everything about Google My Business, as well as related topics such as Local SEO, tracking and reviews. Source: Backlinko   As the charts show, the length does not do it alone. Content should be in easy and unpretentious language and, wherever possible, spiced up with video and pictures. It provides a much better user experience - and the search engines love rich media.   Once you’ve written your post, don’t just sit back. Add ongoing content to the page, such as new, relevant sub-topics. It's also a good idea to keep the page content up-to-date and correct. This is especially true if you are writing about YMYL (Your Money or Your Life) topics in such fields as the banking world or the pharmaceutical industry.   How to succeed with in-depth content Good content takes time. Therefore, it may be a good idea to present it in small chunks. Make the sections a part of a sprint that you work on every week/month. Your first step is to make a skeleton outline that contains all the topics you wish to cover. Identify and describe the main theme. You can then add other relevant sections that fit the content. Start with the most important points and finish with details and background. Make it easy to scan the page with relevant and descriptive headings. Consider also placing anchor links at the beginning, which link directly to the following sections.   Don't be afraid to include - and link to - external sources. It will strengthen your credibility in the eyes of users, as well as Google.   Think about the best possible user journey. If there is someone else who describes something absolutely perfectly, you can, for example, summarize and link to their page. Then, interested parties can go in depth with it if they want.   Remember to use more than text. Give the content more value with a descriptive image. It's true that a picture says 1,000 words, and many people prefer pictures and videos over text.   Ultra-Targeted Content - Customized content based on data Even though we live in the GDPR age, do not drop all hope of personalization. Of course, the data needs to be mastered, but there are still many opportunities to create tailor-made content for the unique user. Your website is not the only place where you can personalize content. Source: Evergage   There is nothing more boring (and KPI-wiping) than completely dry, generic content. The more personal and relevant you can make your communication, the better.   Google performs some personalization already when you do a search, producing results based on user search history and preferences. Source: CXL   Data-inspired creativity is the future of effective marketing. We are all different - both in terms of preferences and needs. Some users need many touch points while others are ready to convert right away. Therefore, they must have different content. This also applies after the purchase. Specifically, data-based marketing is about using all the data you have about the users and comparing it with predefined variables. What devices are they on, what keywords have they used, are they first time visitors, have they purchased before (and what), time of day, etc.   If done correctly, there are several benefits to ultra-targeted content. The user gets a better experience, revenue increases, and users engage more with content. SOURCE: Evergage   There can be large increases in relevant KPIs with personalized content. The Evergage survey shows that 34% of respondents experience an 11-20% lift, while for another 10% of respondents there is a lift of 31-50%.   Here's how to succeed with tailor-made content It goes without saying that it is important for you have both the time and the necessary resources before you begin personalization. The website and other channels must also be geared to deliver personalized experiences.   The biggest hurdle will typically be the data - both access to it and quality.  It is important that you sit down and get an overview of what kind of data you require. What do you already have and what do you need? Don't invest your resources in collecting data simply because "it's nice to have." Moreover, this kind of data collection is also not GDPR compliant.   Equally as important as access to quality data is the support you need from across your organization, from your colleagues in marketing to IT and management. Personalization requires investment and maintenance. Automate yourself out of as many things as possible Let users speak Remember recommendations The above is from Search Engine Journal, where you can find a more in-depth article on how to succeed with personalized content. CXL also has a good guide for this.   Credibility and authenticity become essential We cannot downplay the important roles credibility and authentic communication have in communications today. Credibility is what your business and my business are built upon. Without it, we have nothing. Ninety percent of consumers say authenticity is important.   Confidence in companies and institutions is generally grounded. Dansk Industri (Denmark's largest business and employers organization) has said we must (re) build trust in companies . At the same time, a new study shows that confidence in businesses has declined over the past five years.   Brands having a significantly different view than their users can suffer disastrous declines. They may develop blind spots where they cannot see the erosion of credibility and confidence until it is too late.   Are you and your company authentic in your communication? The figures indicate that you will undoubtedly answer yes to that. The problem is just half of consumers will say the same. Source: Stackla   There is a clear discrepancy between what we as businesses think and what consumers experience.   Credibility and trust can create an opportunity to differentiate you and your business. If you dare to take a stand (and can endure the scrutiny that will undoubtedly come from consumers), you can positively stand out from the crowd.   Consumers are ready to reward you. This applies both to recommendations and sales. A global study by Cohn and Wolfe shows that consumers are looking for a brand that is authentic.   When consumers define authenticity, they talk about "high quality" (66%) and "keeping what they promise" (70%). CSR (57%) and environmental responsibility (55%) are further down the list.   In 2019, Google made a blog post about one of their major updates and what it means to you and me. Here they emphasized, among other things, that you must focus on what they called E-A-T, or Expertise, Authoritativeness, and Trustworthiness.   It is important that your content and website reflect expertise, authority and credibility which are measured, in part, based on the knowledge and skill of the author as well as the data and statistics you use to support your text. In addition, when you link to reliable sources, like we do in this blog post, you grow your own credibility.   Here's how to create credibility and authenticity It can be a difficult exercise if your brand has already suffered damage due to falling or lack of credibility. Therefore, it should have your focus in 2020 onwards.   We in the Dentsu Aegis Network performed an analysis, Rewriting the Trust Equation for the Digital Age, where we looked at how brands can build a trusting relationship with consumers. The work resulted in a specific trust equation that can be used to illustrate how brands can use digital marketing to create deeper relationships with consumers. The equation is quite simple: Trust = C + R1 + R2 C = Credibility, R1 = Relevance and R2 = Reliability. Brilliant basics are important and once you have those in place, you can build on them and take your confidence to new heights. The legacy of past decisions and communication also does not disappear. Embrace the past as it will always be part of your story, and turn it into something positive.   The entire analysis resulted in a framework you can use in your future work: Reliability: the ability of a brand to deliver consistently Credibility: the extent to which a brand is recognized as legitimate and authoritative Consumer first: how a brand puts consumers' interests ahead of its own Transparency: how open a brand is with consumers Provenance: consumer understanding of the origins behind a brand Closeness: How close or intimate consumers feel to a brand Mutual disclosure: the responsiveness of a brand (e.g., to feedback or reviews) Established: the extent to which a brand is perceived to have a history or legacy.   The analysis shows that different channels drive different forms of trust. The important thing is to choose the one that suits the market and consumers you want to contact. The above should not be seen as a fact list for all markets and brands. It shows the effectiveness of various media in Germany to drive different forms of trust.   Consider user-generated content. The survey by Stackla shows that 79% say user-generated content is of great importance in the buying process. Consumers are 2.4 times more likely to see it as authentic. At the same time, it is 9.8 times more effective than influencers. Read more about authentic content marketing here.   Want to know what confidence is in your industry? We have done an extensive trust study where we take a closer look at what confidence really is and how you can work with it. Use the link to request a calculation of trust in your industry as well as copy of our book, which addresses the topic in greater depth   The world is becoming more local Local results and Google My Business (GMB) will become major focus areas by 2020, or they should be. Google My Business is actually the part of Google that has received the most updates/changes in recent years.   To think big, it is sometimes necessary to think small (locally). Google figures show that organic traffic increases after GMB optimization. Google completed an update in December 2019, which is of great importance to local search. Now, using neural matching for local results, they can better understand the meaning of the search and match it with the best local results.   Featured local SEO facts: 4 out of 5 use search engines to find local information 46% of all Google searches have a local purpose 88% of users who do a local mobile search will either call or visit a business within 24 hours 18% of local searches on mobile lead to a purchase within 24 hours 78% of all location-based mobile searches end up with offline sales 92% of users will choose a business on the first page of local results   You can read more about local SEO in our blog post. At the same time, you can learn more about the possibilities in a larger context in our Google My Business blog post. People using local searches spend more time in the buying journey, which speaks even more to an increased focus on this.   Here's how to succeed with local SEO If you want to succeed with local SEO, you should start by creating a Google My Business profile if you don't already have one. It is an "easy and fast" way to become visible in local results.   First, update your profile with all relevant information. There is a lot of information about your business you can share with users (and Google), such as business hours, whether or not you accept NFC payment, have an elevator, and much more. If you are a restaurant or hotel, you can make a direct booking link through your GMB profile.   It is especially important that you select relevant categories for your profile. This is where Google learns the most about your company and uses this information to display local results. The key is to share information that is truly relevant. Category stuffing can earn you a "penalty" from Google.   Not only do you get local results with Google My Business, you also need to have some local content on your site - and link to it from your GMB profile. On-site SEO is often hyper-local as it involves cities or areas. We recommend that you use Schema for your local pages.   You must (1) use local keywords for your local pages. (2) You will use them to create unique quality content. (3) Feel free to add great photos and videos to the content. (4) Ask yourself does it make sense to make an international edition. (5) Optimize against Rich Snippets with structured data. (6) Get positive reviews.   When it comes to local content, it's also worth working with Micro Moments by adding information you can naturally include, such as knowledge of an area, exciting places to experience, and where to find cheap food or good museums, to name a few.   Search Engine Journal has published a great article on Local SEO Strategy.   The Amazon Prospect - Will Amazon arrive in Denmark in 2020? The jungle drums have long been sounding with rumors that Amazon is right at the door. First it was supposed to arrive in 2019, but that didn't happen. While nothing is official yet, there are many indications that 2020 will be the year Amazon Denmark sees the light of day, and Danish e-commerce will have yet another major competitor.   Of course, the platform is already big in Denmark, where we typically buy from the German or English divisions of the company. With Danish warehouses and a local presence, Amazon will probably gain a large market share quickly because they are already known for low prices and extremely fast delivery.   New figures show that 49% of all product searches in the US begin on Amazon, not Google (which accounts for only 22%). Many users both start and end their journeys on Amazon, which means that it is worth considering whether you as a company should be present on the platform. Even though these are American (only) numbers, it can be daunting for any company to think that users never leave Amazon. eMarketer has also looked at how often users use Amazon Prime. If you decide to become part of the platform, you will need to know more about SEO on Amazon, which is different from traditional Google SEO.     The Pinterest Prospect: The overlooked social media We’ve already talked about video and visual storytelling, but we need to talk a little more about something related to this, namely Pinterest.   Pinterest is the often-overlooked little sister of the very big media brands. This may be because it is not, in fact, a social media in its true nature. However, this should in no way deter you because Pinterest users are looking for inspiration, not specific brands.   The platform has hidden potential for you to reach many users without having to pay a lot of money if you go about it properly. Twenty-three percent of Danes have a Pinterest profile - which is a 9% increase over 2018 - but only 4% use it daily.   According to Pinterest's own report, 82% of users have made a purchase based on brand content they have seen on the platform.   In 2019, Pinterest actually overtook Snapchat in the US in terms of monthly active users. Furthermore, it doesn't look like Snapchat is catching up with Pinterest right away. On the contrary. The big difference between Pinterest, Facebook and Twitter is that the primary features on Pinterest are pictures, not words. Here, the medium differs significantly from most others.   Many marketers follow interest and traffic on Pinterest, but traditional SEO metrics such as keyword search volume do not exist. For those who can create successful brand experiences, however, there may be a pot of gold at the end of the Pinterest rainbow. It's easy to get started. Simply create a company account, verify your domain, and link an ad account to get ready. Ads on Pinterest are still very new, but this means there is great opportunity if you dare throw yourself into it and invest time and money in the medium. Much of the content is typically already found on your website in the form of first-class images.   BO BEDRE is a brand that has successfully established itself on Pinterest where it reaches a lot of users. They share, among other things. quality content from their other channels. Quality is an important parameter on Pinterest, both in the eyes of the platform and users.   Can we help you? Do you already have control over the various trends? Cool, then you are well on your way to succeeding in the years to come.   If you would like to hear more about how to make the most of the various trends, please feel free to contact us to hear more.   Download Future Focus 2020, where we go in depth with what's going to happen in the next ten years. In more than 100 pages we address how to avoid the pitfalls of digital transformation as well as how to get ready for the future of machine learning and automation today.   0

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Make Your Google Tag Manager Setup Smarter

In this blog post we will discuss what a Google Tag Manager (GTM) is and how it is implemented. In addition, we focus on whether you need one Google Tag Manager for all your websites or one for each page. Finally, we will provide a tip on how to structure a global Google Tag Manager yourself. What is Google Tag Manager? Google Tag Manager is a free tool that helps marketers maintain and implement marketing pixels and tags on the website without having to enter and modify the source code. Google Tag Manager sends information from one data source (such as your website) directly to Google Analytics. By using Google Tag Manager, marketers can forego waiting for developers to implement pixels. How do I implement Google Tag Manager? Once you've created a Google Tag Manager, you'll see this under "Install Google Tag Manager." Google Tag Manager contains two scripts. One script should be at the top of <head> in your source code, the other should be at the top of <body> in the source code. If you would like to learn more about how to get a Tag Manager up and running, go to Google's implementation guide. Head tag A website typically contains a <head> section and a <body> section . The <head> section often includes styles, meta information, scripts, titles, etc. This is where we insert our external scripts, such as Google Tag Manager. The Google Tag Manager script looks like this: <! - Google Tag Manager -> <script> (function (W, D, S, L, I) {w [l] = W [L] || []; w [l] .push ({ 'gtm.start': new Date (). getTime (), event: 'gtm.js'}); var f = d.getElementsByTagName (s) [0], j = d.createElement (s), dl = l! = 'data layer'? '& l =' + l: ''; j.async = true; j.src = ''+i+dl;f.parentNode.insertBefore(j,f); }) (window, document, "script", "dataLayer", "" Your Google Tag Manager ID ""); </script> <! - End Google Tag Manager -> This script places Google Tag Manager on the site. We recommend you place this as high in <head> as possible in the source code, as it ensures Google Tag Manager loads as quickly as possible. See also Google Tag Manager Quick Start Guide. NoScript tag NoScript is an alternative to the people (or robots/crawlers) who have disabled scripts in the browser or have a browser that does not support scripts. Google Tag Manager also has such a script and it should be placed at the top of your <body> tag. The script may look like this: <! - Google Tag Manager (noscript) -> <noscript> <iframe src = "" This Google Tag Manager ID "" height = "0" width = "0" style = "display: none; visibility: hidden"> </iframe> </noscript> <! - End Google Tag Manager (noscript) -> This NoScript tag does not really matter if you use Google Tag Manager exclusively to load JavaScript tags, marketing pixels, etc. However, if you are using Google Tag Manager to verify Google Search Console or Google Merchant Center for shopping ads, you will need to implement this directly after <body> in your source code. Otherwise, Google will not be able to verify your ownership. Templates in Google Tag Manager Google Tag Manager has a variety of templates you can use. But the only tag that is really supported if your users do choose to block scripts is the Custom Image Tag. The tag activates an iFrame, which includes the tracking. That is, if you have the <noscript> tag from Google Tag Manager installed and the user disables JavaScript in his browser, your existing Google Analytics templates will still not work. Few choose to block scripts, as many websites do not work at all without them. Google Tag Manager recommended structure There are several ways to set up a Google Tag Manager and it is important to mention that there is not one right way to do this. We see several different implementations across customers: • One Google Tag Manager per website (e.g., by country) • Several Google Tag Managers on subdomains • Global setups As a starting point, we will always recommend the last option, i.e., a global setup that you apply across your website. You can also use a global Google Tag Manager across multiple domains if you have more than one website. However, this does set some requirements for your websites. The pages must be identical in structure, otherwise, for example, you will not be able to apply your Google Analytics behaviour tracking across the websites unless you define it from the server using data layers. Why do we recommend one Google Tag Manager versus several Google Tag Managers? The short answer is time. The more Google Tag Managers you have, the harder it is to keep setups across all pages. It also becomes more difficult to secure your data across websites. Furthermore, each implementation will take longer if you, for example, must set up event tracking on an item across multiple markets. Sure, there are duplication tools where you can copy tags across Tag Managers, but it does not make sense in some implementations. The great thing about having one Global Tag Manager is that you can: • Secure your data • Quickly and easily onboard new markets and websites • Align your data structure across websites • Deploy once across websites How is this done in practice? Back in 2017, Google Tag Manager launched the Google Analytics Settings Variable. It made it easier to maintain one's Google Analytics setup by using a "master template" form on tags to integrate new custom dimensions and the like across all Google Analytics implementations. This set the stage for marketers to devise more intelligent setups in Google Tag Manager. In Google Tag Manager, there are endless possibilities for integrated and custom setups. In addition, there is also a template feature that serves as open source. So it can be difficult to determine your best setup options. Let's assume a scenario where we have five identical websites that we would like to track. We need to implement a complete tracking system with Enhanced Ecommerce, Facebook etc. The actual data layer structure is set up for the purpose of the scenario (based on Google's own Enhanced Ecommerce Developer Guide). In the past, you would probably consider making five individual tag implementations for each market. That may work, but if you run a larger Google Tag Manager setup, you end up with a lot of tags. The goal is to keep it simple and clear. In such a scenario, you can use Lookup Tables, a feature that allows you to identify a specific input and return a value based on it. We can then use the value to pass on data to unique Analytics tracking codes based on which website the customer is visiting. Here you can choose between Lookup Tables or Regex Tables. If we start from iProspect, it will look like this: iProspect uses subfolders in our URL (that is, we differentiate by individual markets, not the domain itself). Here we need a Regex Table to control where we send data and what data we send. The difference between the two is that LookUp Table requires an exact value in the pattern field, whereas Regex should be seen as a regular expression, where the URL contains patterns such as "/ en / dk /" that can be used to return a value based on the domain. That is, we can now use one tag to manage our Google Analytics, Facebook pixels and more across all markets. The great thing about this tool is that you can now easily onboard a new site by adding the new tracking code to the row (as shown in the image above), after which a duplicate setup of the other markets will move on to the new account. Can we help you with your Google Tag Manager? This is just one example how marketers can structure a Google Tag Manager setup more intelligently to quickly and easily launch a new website in a new market. Would you like to hear more about how we approach such a task? Contact us here. 0

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How COVID-19 is changing consumption and media

As the coronavirus outbreak has turned into a global pandemic, individuals, governments and businesses around the world are striving to figure out the best ways to protect themselves, their families, their citizens and their employees.   With everyone legitimately turning their attention to what matters the most - health and the preservation of life – their responses are drastically changing the way we live, and, as a consequence, impacting our entire economy. In particular, we see many companies going all out not only to minimise disruption for their consumers, but also to embrace a bigger role in supporting them as people with many facets of their daily lives.   This article is intended to help business leaders quickly understand some of the key trends at play in consumer behaviour and the media landscape, and how brands are responding. It has been updated as of March 16th and reflects changes that we have observed across the markets within which we operate. For more specific trends and guidelines about your market, reach out to your local iProspect team today, and don’t forget to protect yourself and your relatives by following the World Health Organisation or your local authorities’ guidelines.   Consumer Behaviour In affected areas, we see consumer behaviour changing in multiple ways:   1. Increase in news consumption. According to Cloudfare, people are accessing news and information websites about 30% to 60% more in Italy. Search for news doesn’t only concern traditional news outlets: online communities also become priority destinations. Reddit’s r/coronavirus board went from a thousand members in January 23 to more than 1.2 million in the last few weeks. Evolution of traffic in Italy   As a response to this increased usage of digital, companies like Comcast and T-Mobile in the United States have announced they will suspend internet data caps temporarily to ensure as many people as possible can stay connected.   New #COVID19 announcement: @Sprint customers to get expanded roaming access on the T-Mobile network for next 60 days. [Merger Info:] #COVID19 info here ➡️ — Sprint News (@sprintnews) March 15, 2020   2. Media becomes a way of enriching day-to-day life.  In China, youngsters use virtual gathering apps to kill the boredom. For example, the WanBa (玩吧) app offers several multi-player games for people to play on mobile, such as ‘Draw & Guess’ and ‘Online Roleplay’.     This doesn’t only apply to entertainment, it spans across multiple areas such as education. As more and more countries order school closures, companies are striving to provide students, teachers and parents with solutions. For instance, Youtube offers resources to educators for distance learning and video tips for studying at home.      3. Isolation makes life more digital. In China again, the Gym industry is rethinking their model, moving to online live-streaming and short video platforms to reach people at home.     Commerce As people turn to isolation, shopping goes online.   1.  There is a surge in traffic to e-commerce sites. According to Comscore, retail total visits began a steady upwards climb in February.     Evolution of Visits to top online retailers     Evolution of Search for ‘online groceries’ in the United States     2. The online demand is so intense that pressure greatly increases on the operations side. Amazon is planning to hire 100,000 new workers to manage fulfilment. We see a lot of companies finding creative ways to build entirely new services for their clients. For instance, many restaurants and delivery services are adapting their operations to the new sanitary guidelines to continue servicing their clients.         Postmates let customers choose how and where they want their food delivered.   We also see many examples of companies showing their gratitude to medical personnel by offering them free food and other benefits:        View this post on Instagram   We’re so grateful for the hospital workers + medical personnel who are putting others before themselves during this critical time. In the midst of the current crisis, we’re dedicating our Outpost operations and teams to support those on the front lines by delivering free, fresh sg salads + bowls to hospitals in the cities we serve. Need an Outpost at your health facility? Head to, fill out a quick form, and someone from our Outpost team will reach out to you. A post shared by sweetgreen (@sweetgreen) on Mar 16, 2020 at 1:57pm PDT   3. Footfall is severely decreasing for the travel, restauration, sports, offline entertainment and offline retail categories. Data from OpenTable shows how restaurants’ situation has been dramatically declining over the last days. Footfall will likely keep decreasing as more and more governments order stores closures and take confinement measures. Brands such as Apple have already closed most of their retail stores.     Media Landscape In a similar way to commerce, uncertainty, confinement and working from home change how people consume media:   1.  People consume more media all day and not only during prime time. In the United States, streaming could rise by 60% according to Nielsen, which base their analysis on data from previous confinement situations.       2.  People are turning to TV & Digital for news. Many news publishers have removed their paywalls on all their articles about coronavirus to facilitate information. To prevent misinformation about COVID-19 and opportunistic usages, platforms such as Google have launched initiatives to drive users to trustful sources and block all ads capitalising on the coronavirus.         3.  Radio usage is increasing as more people favour car over public transportation. This will likely fluctuate as more and more markets impose travel restrictions.   4.  As sports competitions get cancelled across the world, TV viewership of sports events is falling, which is likely to hit networks hard, especially as 2020 is the year of major planned events such as the UEFA European Championship or the Tokyo Olympic Games.   5.Subscription VOD and Gaming (including streaming) is increasing. In that context, Netflix have quickly developed a browser extension for Chrome to help people connect while social distancing.   6. Media consumed outdoors and in public is decreasing/losing effect, especially OOH, cinema and sponsorships. While some studios decide to postpone movie releases (e.g., James Bond No Time to Die), others decide to take the online way. In China, the movie Lost in Russia was moved to ByteDance and other online video platforms, attracting 180M viewers in the first three days!   The consequences of the COVID-19 pandemic on our daily lives are becoming our new normal. In that new territory for us all, and despite the important financial challenges and business disruptions, we see many examples of companies stretching themselves for the common good, such as LVMH dedicating a part of their production chain to make hand sanitiser for French public authorities.   It is clear that many aspects of what we are all experiencing as a society will have lasting effects beyond the pandemic. The massive working from home forced experiment will accelerate remote working. The infrastructure stress-test on supply chain and IT will be rich with learnings for online commerce. More people will be exposed to and experience digital services such as online groceries for the first time, and it is unlikely that they will all abandon these when confinements stop. All of this will push organisations to keep transforming themselves, to the benefit of their consumers and their employees.   “No winter lasts forever; no spring skips its turn.” – Hal Borland   For more coverage about how COVI-19 is impacting the media landscape across the globe, listen to the special episode of The Human Element, the podcast by our friends at Carat:   0