{"id":131,"date":"2021-01-05T08:30:49","date_gmt":"2021-01-05T13:30:49","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/01\/05\/how-the-new-normal-should-influence-your-2021-media-mix\/"},"modified":"2021-01-05T08:30:49","modified_gmt":"2021-01-05T13:30:49","slug":"how-the-new-normal-should-influence-your-2021-media-mix","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/","title":{"rendered":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376247 = window.plc376247 || 0;\n            document.write('<' + 'div id=\"placement_376247_' + plc376247+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376247, [300,250], 'placement_376247_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376247++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em><strong>By Tom McLoughlin, Vice President, Regional Sales at <\/strong><a href=\"https:\/\/www.nyinterconnect.com\/\"><strong>New York Interconnect<\/strong><\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The annual media planning process has typically been guided by thoughtful evaluation of the past year\u2019s efforts and small refinements for the forthcoming year based on what performed and what lagged according to a given brand\u2019s KPIs. But going into 2021, if you\u2019re not considering modifications to the media strategy you laid out a year ago, you\u2019re likely neglecting new opportunities.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to the TV and video space, two macro trends have emerged over the past year that has notable implications for marketers looking to stay connected with their target audiences in the \u201cnew normal\u201d of the pandemic. Brands and agencies that take these shifts into account during their annual planning cycle have the opportunity to uncover impressive efficiencies and powerful connections that will be missed by competitors who execute the same media buys year after year.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s dig deeper.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Unprecedented Daytime Viewing Shifts<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">At the risk of stating the obvious, let\u2019s acknowledge that the COVID-19 pandemic has upended our daily routines\u2014everything from our children\u2019s education and how we socialize with family and friends to how we shop and consume media. For the media industry, every one of these interconnected shifts in behavior is relevant to staying connected with target audiences, particularly as we consider the fact that remote work behaviors are here for at least the first half of 2021, and could have a lingering impact. For brands looking to recalibrate their media plans accordingly, they should now take a closer look at daytime TV viewing patterns, which have evolved to include a larger audience.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">Depending on the advertiser, daytime TV has typically seen minimal to no allocation as a daypart on TV plans. The reasoning there is understandable. Pre-COVID, employees were working in office settings and commuting. In order to reach this coveted primary income earner audience, advertisers would weight their daypart allocations to early mornings, primetime, late nights and weekends, with minimal or no Monday through Friday daytime allocation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Fast forward to 2020. As a result of the pandemic, daytime television has seen a notable shift in its usual viewer demographics, as many people who used to be at the office now have the TV on at home while working. An <a href=\"https:\/\/www.nielsen.com\/us\/en\/insights\/report\/2020\/the-nielsen-total-audience-report-august-2020\/\">August Nielsen report<\/a> found that 29 percent of workers said they now watch TV or stream content (with sound) everyday while working.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also interesting to note <em>what <\/em>people are watching during their new daytime viewing windows. According to Nielsen, of the types of content viewed while working from home, 47 percent of viewers aged 18+ cited news as the top content viewed, with comedy content coming in second at 40 percent. Among the news outlets, local news was listed as the No. 1 type of news content being consumed. We\u2019re seeing these numbers reflected in real-world viewership numbers as well. For example, in the New York DMA, year-to-date daytime local news viewing is up 121 percent for viewers aged 25-54 compared to last year. Even in the past three months, following the heaviest lockdown behaviors, daytime local news viewing is still up 58 percent year-over-year among these coveted viewers.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In light of these trends, now is a great time to think about reallocating a portion of advertiser budgets to reach these new audiences at home and, specifically, to take advantage of the increased viewership in local news content. From a cost perspective, daytime is also attractive because it traditionally commands a lower CPM than other dayparts like primetime.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In shifting budgets, it\u2019s useful to consider that the \u201cnew normal\u201d of working from home has led many marketers to reallocate portions of OOH dollars. Many people are still working remotely, which significantly decreases the foot traffic on trains, subways, buses, and the drive into the office. Each of these commuting touchpoints gave advertisers the opportunity to reach their target audience out of home. That audience can now be reached in the TV and video space during those times, as we have seen in new TV viewing patterns. This is another shift that needs to be considered when creating a strategic media mix for advertisers going into 2021.<\/p>\n\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Thinking Across All Screens<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">In the pandemic, the number of people who are testing subscription video services has skyrocketed. Recently, <a href=\"https:\/\/www.emarketer.com\/content\/us-digital-video-2020\">eMarketer raised its U.S. subscription OTT video viewership estimate<\/a> from 192.7 million to 207.5 million. eMarketer now expects there to be 222 million subscription OTT viewers by 2024, up from the company&#8217;s previous estimate of 210.4 million.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If brands aren\u2019t thinking about TV advertising as a cross-screen endeavor, they\u2019re missing an increasingly large portion of their target audiences. Going into 2021, every buy should include digital and OTT components in order to follow people\u2019s eyeballs across the many platforms on which they\u2019re now viewing their favorite content. Providers that offer transparency, as well as a simple and seamless execution, will be the leaders in this space.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The migration of TV spend into digital and OTT channels might seem like a complicated endeavor with all the different services and delivery methods, but it\u2019s a path to reach the \u201cnew normal\u201d consumer who watches TV wherever and whenever. By coordinating campaigns across screens, advertisers can increase their reach and hit viewers across all screens. This year, we\u2019ve seen significant increases in RFPs including OTT as an allocation of an advertiser\u2019s budget.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve also seen advertisers paying increased attention to attribution in 2020 and going into 2021. With websites becoming the new showroom, advertisers are particularly interested in tying TV investment to web visitation. This provides a great opportunity for brands to quantify the halo effect TV investment delivers. In <a href=\"https:\/\/thevab.com\/insight\/halo-effect\">\u201cThe Halo Effect: TV as a Growth Engine,\u201d published by Effectv and the VAB,<\/a> research found that brands that advertise on television see immediate results. Regardless of the life stage, the brands analyzed saw an immediate double-digit increase in unique visitors to their digital platforms during their TV launch month compared to the three-month average prior to the campaign. Furthermore,\u00a0 according to <a href=\"https:\/\/yousenditcc.s3.amazonaws.com\/user7\/The-Halo-Effect_Digital_Loves_TV_Effectv.pdf\">research conducted by Mediascience, featured in \u201cThe Halo Effect: Digital Loves TV,\u201d<\/a> brand recall more than doubles when a digital ad is accompanied by a TV ad for the same brand. Additionally, brands see a 15 percent lift in purchase intent when ads air on TV plus digital, compared to digital alone.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Going into 2021, TV advertising allocations should look a lot different than they did a year ago. After all, over the past 10 months, nearly every consumer habit and established media behavior have changed. Why would marketers proceed with the same media mix that they\u2019ve employed in the past?<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376248 = window.plc376248 || 0;\n            document.write('<' + 'div id=\"placement_376248_' + plc376248+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376248, [300,250], 'placement_376248_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376248++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>Going into 2021, if you\u2019re not considering modifications to the media strategy you laid out a year ago, you\u2019re likely neglecting new opportunities.<\/p>\n","protected":false},"author":7,"featured_media":132,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix\" \/>\n<meta property=\"og:description\" content=\"Going into 2021, if you\u2019re not considering modifications to the media strategy you laid out a year ago, you\u2019re likely neglecting new opportunities.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-05T13:30:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix\",\"datePublished\":\"2021-01-05T13:30:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/\"},\"wordCount\":1122,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169normal.jpg\",\"keywords\":[\"Storytelling + Media\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/\",\"name\":\"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169normal.jpg\",\"datePublished\":\"2021-01-05T13:30:49+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169normal.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/12\\\/169normal.jpg\",\"width\":1280,\"height\":720},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-the-new-normal-should-influence-your-2021-media-mix\\\/131\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/","og_locale":"en_US","og_type":"article","og_title":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix","og_description":"Going into 2021, if you\u2019re not considering modifications to the media strategy you laid out a year ago, you\u2019re likely neglecting new opportunities.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/","og_site_name":"AW360","article_published_time":"2021-01-05T13:30:49+00:00","og_image":[{"width":1280,"height":720,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix","datePublished":"2021-01-05T13:30:49+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/"},"wordCount":1122,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg","keywords":["Storytelling + Media"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/","name":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg","datePublished":"2021-01-05T13:30:49+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2020\/12\/169normal.jpg","width":1280,"height":720},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-new-normal-should-influence-your-2021-media-mix\/131\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"How the \u201cNew Normal\u201d Should Influence Your 2021 Media Mix"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=131"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/131\/revisions"}],"predecessor-version":[{"id":14109,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/131\/revisions\/14109"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/132"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=131"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}