How Advertisers are Addressing the Changing Landscape with Soofa

It’s no secret that the marketing and advertising landscape is changing rapidly due to the COVID-19 pandemic. While some businesses in spaces such as events and entertainment are slowing down ad spends, others are presented with the opportunity to step up and spread messages of positivity, as well as share how their businesses are pivoting to address the crisis and what new resources they’re offering.

Soofa is one of the only outdoor ad platforms that measures impressions data in real-time.

Our proprietary foot-traffic sensors count viewable impressions–people walking by in a 15-foot cone radius from the digital screen of a Soofa Sign–while an advertisers’ content is running.

Soofa has always measured campaigns by impressions, not time. Our brand partners are only billed when their impressions goal is met, as tracked by our sensors. So even if there are fewer people walking outside than expected, Soofa guarantees your ad will still be seen by the number of people intended.

We’ve been working with amazing partners in 2020, who have handled the changes in the advertising landscape with ingenuity and grace.

Here’s how some of the brands running Soofa campaigns are changing their messaging.

Financial services show their support for small business. 

Mainvest initially launched their Soofa campaign to raise awareness for their platform where people can invest in small businesses. When local businesses started to close their doors to foot traffic, Mainvest launched their Main Streets Initiative, which grants small businesses who qualify a zero-interest loan. They are encouraging people with the financial means to invest in these local businesses when they need it most! The team just launched a resource sharing which small businesses are still open and is spreading the word with Soofa Signs!

Healthcare providers assure the public that essential resources are still available to those in need.

Recovery Centers of America posted content for the Boston community confirming that their treatment facilities are still open during the crisis, continuing to provide help for those struggling with addiction.

Destinations and brick-and-mortar spaces are announcing temporary closures and seasonal changes.

Jillian’s and Lucky Strike in Boston’s Fenway neighborhood build brand awareness and promote events with Soofa Signs. After they temporarily closed their doors to the public, they used their Soofa airtime to share that update with their home neighborhood. Waterville Valley Resort shared a message thanking the Boston community for a great season, which builds brand affinity and trust during a difficult time. 

Cultural institutions focus on brand awareness, rather than in-person events.

The High Museum of Art in Atlanta pivoted their March creative to a general brand message, rather than promoting events programming after the museum closed its doors to the public. 

Educational institutions focus on online learning and digital experiences. 

Boston Architectural College pivoted their advertisements quickly to reflect their move to a virtual spring curriculum in order to keep their students healthy and safe. Within a day of announcing the change, the team replaced creative with an opportunity for individuals to RSVP for a virtual Open House!

Grocery stores are sharing messages of positivity, delivery opportunities, and job openings. 

Kroger changed messaging to a notice of support to their Atlanta community, confirming the store’s open hours. They also began sharing their hiring initiative so they can keep their shelves stocked. In Boston, Wegmans is announcing a $0 delivery fee for large pizzas on the Wegmans Meals 2GO delivery app on Soofa Signs in their delivery radius.