Pivot or pause? With the 2020 Games postponed, Olympics sponsors are adapting their ads

Toyota has celebrated frontline workers, while sponsors like Visa and Bridgestone are honing in on how athletes are adapting to the crisis at home. May 19, 2020 Marketers are faced with many hard decisions right now that they never thought they would have to make. A major one for the International Olympic Committee’s 14 global brands came with the postponement of the Tokyo 2020 Olympics. They had to decide whether or not they should put the campaigns they worked on for the past two years into a drawer, ready to be opened again in 2021; or to adapt their plans but continue promoting their official Olympic partner status. Read more below. - Some sponsors -- such as Toyota and Visa -- have [developed Olympics ads]( and social media activity that reflects the current coronavirus situation, while others, like Coca-Cola, have simply postponed. - In order to continue stimulating reader revenue, news publishers aren't mincing words in their [messages to push subscriptions.]( - For Digiday+ members, The [upfronts have largely worked in the same]( way since 1960. Then along came the coronavirus crisis. - In the latest edition of the Confessions series, one account director, who made it through the initial cuts at her company, is now working more hours as she takes on [the tasks of her former coworkers.]( - Coronavirus news isn't just driving more traffic, but corona-related newsletters are becoming [the most subscribed newsletters]( that many news publishers produce. Other things to know about - We’ll go deep on everything from the death of the cookie to how the role of chief media officer is changing at the Digiday Programmatic Marketing Summit LIVE. [Learn more and reserve your pass]( to join us for an interactive discussion with top brand and agency leaders. - At Digiday Media, our sponsors’ response to the Publisher Partner Coalition has been an extraordinary outpouring of tools and special offers. For publishers who have seen their business models upended by the coronavirus, the Coalition is helping to increase their revenue and cash position in trying times. [Access all our sponsors’ offers at the Publisher Partner Coalition page](. Top Stories Coronavirus Fallout [Pivot or pause? With the 2020 Games postponed, Olympics sponsors are adapting their ads]( Toyota has celebrated frontline workers, while sponsors like Visa and Bridgestone are honing in on how athletes are adapting to the crisis at home. howdy! Coronavirus Fallout ['We need you to fill the gap': Publishers are making a hard sell for subscriptions]( In order to continue stimulating reader revenue, many publishers have adjusted the language they’re using around their subscriptions and membership models. Sponsored by AdColony [In a time of quarantine, the price of mobile gaming ads is falling, and engagement is on the rise]( As consumers self-quarantine, recent data shows an uptick in mobile gaming and a drop in the pricing of certain gaming ads — marketers are taking advantage to drive ROI. Advertisement howdy! Business of TV [The TV upfronts will never be the same again]( The upfronts have largely worked in the same way since 1960. Then along came the coronavirus crisis. Sponsored by MiQ [Research: The vast majority of programmatic buyers are struggling with data silos]( According to new findings, most omnichannel programmatic marketers are struggling to achieve efficient targeting. The problem: Most haven’t found effective ways to decipher cross-platform data. howdy! The Confessions [‘Insane scenario’: Confessions of an account director at an understaffed agency]( For the staff that made it through those initial cuts, work hours are being extended as they take on the tasks of their former coworkers. Advertisement Sponsored by IAS (Integral Ad Science) [Research: 57 percent of marketers say connected TV draws higher engagement than standard video]( A new study finds that the majority of digital media pros say user engagement with connected TV is higher than on other forms of digital video. A further 76 percent say that CTV ad inventory would become more valuable if engagement increased even further. howdy! DIGIDAY+ MEMBER EXCLUSIVE [Digiday Research: 80% of publishers lower Q2 forecasts]( A Digiday Research survey of 127 publishers found that 52% of publishers missed their first-quarter numbers. About 23% managed to exceed their forecasts, while 25% hit them. howdy! Coronavirus Fallout [Publishers are seeing a mini-boom in coronavirus newsletter signups]( Coronavirus newsletters already rank among the most subscribed newsletters that many news publishers produce. [All Latest Stories]( [McClatchy CEO Craig Forman on local publishing’s ‘paradox’: Audience up, ads down]( McClatchy CEO Craig Forman describes the local news company as more relevant than ever. "We've never seen digital traffic or even demand of the scale that we've seen for McClatchy," Forman said on the Digiday Podcast. But despite this boost, Forman acknowledges "a real paradox." "Demand is through the roof, but advertising has had more headwinds in 2020," Forman said. You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](