'Agile muscle memory': How the pandemic's delta variant made marketers and agencies apply newly learned flexibility

The focus on flexibility that has been built into ad deals as well as ad strategies over the last year-and-a-half has remained, making it easier for marketers and agency execs to adjust on the fly as consumer sentiment changes. August 05, 2021 As the delta variant of COVID-19 has spread in recent weeks, some of the headway of a return to normalcy is rolling back out of necessary caution. However, despite the potential uncertainty of the next few weeks and months due to the variant, marketers and agency execs aren’t pressing pause on advertising as they did when the pandemic began. “‘Flexible’ is now a tenet for any plan, for the next few months or for a multi-year approach,” said Kari Shimmel, chief strategy officer at Campbell Ewald. Read more below. - The focus on flexibility that [has been built into ad deals]( as well as ad strategies over the last year-and-a-half has remained, making it easier for marketers and agency execs to adjust on the fly as consumer sentiment changes. - For sites that [get less than 10 million page views per month](, traffic hasn't just fallen from 2020 highs. In many cases, it's fallen below where it was in 2019. - In [this week's Digiday+ Media Briefing](, publishing reporter Sara Guaglione looks at how the Delta variant is complicating media companies' office return plans and employees' preparations for exiting work-from-home life. - The size of Roku’s audience [now tops 55.1 million active accounts](, and its quarterly platform revenue has surpassed $500 million. Other things to know about - Authenticated solutions that support a value exchange encouraging customers to have a relationship with [publishers and brands are providing the desired CX](. Sponsored by LiveRamp. - From Modern Retail: Brands that deliver an exceptional customer experience drive revenue growth. [In this report, learn how to create a seamless, positive experience for customers](. Sponsored by Affirm. - Survey: Marketers and publishers, do you have an identity solution plan to address current and future data challenges? [Take this survey and we’ll send you a $5 Starbucks gift card with the results](. Sponsored by Acxiom. Top Stories [Coronavirus Fallout]( ['Agile muscle memory': How the pandemic's delta variant made marketers and agencies apply newly learned flexibility]( The focus on flexibility that has been built into ad deals as well as ad strategies over the last year-and-a-half has remained, making it easier for marketers and agency execs to adjust on the fly as consumer sentiment changes. howdy! 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