Every crisis brings an opportunity, they say —yet for this not to be another tired cliché, the crucial ingredient is actionable data that can lead to strategy re-appraisal and business development. On that front, while opinion is abundantly available, the same does not apply to original, locally targeted research. Enter Union Media, the Video Advertising joint venture of five leading regional video advertising companies in EMEA, including Project Agora with its leading presence in CE, SE Europe, Middle East and Africa. Union has just published the results of its new tracking study: Brand Suitability and the Power of Context at a time of a Crisis. The research took place from mid-April to early May, when consumers were still in or just exiting lockdown a
