This year, the dealmaking cycle has still not returned to those early timeframes, but he said some conversations were happening in March and April. Pre-pandemic, these Pride campaigns tended to be more pre-planned with conversations starting as early as January through March, according to Matt Skallerud, president of LGBT advertising agency Pink Media. So while the event is only about a month away from happening, the time it takes to sell an ad spot and produce the creative has been greatly reduced by the pandemic. Gillin said he’s optimistic about more sponsors signing on for both the virtual event and Pride Month overall, explaining that the sale cycle for deals is about half the speed it was pre-pandemic.
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