Check out Bidtellect’s interactive article featuring COVID-19’s impact on advertising, industries and consumers in 2020. The resource features article links and downloads from major industry hubs, including eMarketer, Kantar Research and Forrester. https://bidtellect.com/project/the-impact-of-the-coronavirus-crisis/
2020 caused a year of recalculations for my forecasters. eMarketer takes a deep dive into pre-pandemic predictions vs. the future outlook. Some forecasts that shifted: Retail e-commerce: $119.62 billion increase in sales over the predicted amount. Retail e-commerce is now reaching $794.5 billion. Non-e-commerce: Sales are down $234.5 billion. Online banking: Grew by 22.8 million […]
eMarketer predicts a 5.9% growth in search ad spending this year. Online retail is driving the growth trend as more brands are turning to digital channels. This predicted growth is lower than originally forecasted pre-pandemic. However, the future outlook of search ad spending is bright with larger predicted growth in 2022 and beyond.
Bidtellect outlines resources for advertisers to update ad messaging among the pandemic. A few tips: This isn’t your typical holiday season. Adjust ad messaging to reflect these changes. Create positive, useful content for consumers. The market is oversaturated with COVID-19 messaging. Set the tone. Now more than ever, it’s important for brands to get the […]
Each month, Google’s Ad Research and Insights team pulls together key trends to gain a deeper understanding of consumer behaviors. This month, it found that consumers are looking to safely celebrate fall, searching for Halloween décor, or heading outdoors to pumpkin patches, etc. Sports entertainment, fitness at home, and flexible WFH searches are also on […]
According to iSpot.tv, streaming services ran an estimated $1 billion worth of TV advertising In H1 2020. A large increase from the $328 million spent on TV advertising in H1 2019. Amazon Prime Video ranked as the top ad spender with $169.8 million in TV ad spend. Missing from the top 10 is Netflix with […]
Recently, Helixa’s CEO, Florian Kahlert, sat down with Lever Interactive’s founder and president, Chris Gilmartin, to discuss consumer shifts and the ways brands can adapt to the shifts. Overview: Aim to build better digital experiences. Brands should create more engaging and interactive product or brand experiences. Have a deep understanding of target audiences to better […]
There’s no question that COVID-19 has disrupted the ad industry; with the negatives, there are positives. One being that $460 million in national TV ad revenue came from first-time TV marketers. According to Video Advertising Bureau (VAB), this is a 50% increase in the first six months of 2020. Top industries for first-time buyers were […]
eMarketer reports that the pandemic has accelerated e-commerce growth in the U.S. with a 32.4% increase year over year, a level previously not expected until 2022. While the whole of e-commerce is increasing, the top 10 companies are expanding rapidly. Amazon is predicted to have a 39% share of the total retail e-commerce sales. See […]
Compared to previous years, digital ad spend Is predicted to decrease for the U.S. media and entertainment industries. eMarketer predicts that media ad spend will decrease by 9.3%, while the entertainment industry will decrease by 6.7%. It’s predicted that these industries will bounce back to normal spend levels in 2021. Learn more about the eMarketer […]
According to a study by Survey Monkey, 87% of the businesses surveyed said that customer feedback has become more important during the crisis. Eighty percent of businesses said that online interactions have increased since the pandemic. In response to COVID-19, more brands are increasingly focusing on customer retention and loyalty as well as shifting their […]
Due to reduced ad budgets because of COVID-19, many app developers are seeing more revenue from in-app purchases than from in-app advertising, according to eMarketer. The article also finds that more people are willing to buy subscriptions during the pandemic. A survey by Deloitte found that the number of U.S. teens and adults who had […]
As the pandemic continues, consumer trends are shifting. Throughout the pandemic, more consumers are increasingly turning to online resources for things such as entertainment, banking and shopping. Consumers are no longer using Google for simple searches, but to compare more complex searches such as “things to do during quarantine” and “COVID safe activities.” According to […]
Based on foot-traffic trends, Foursquare has seen a shift in consumer trends as businesses and consumers adapt to the new normal. People continue to visit offices, gyms, movie theaters and airports less often than normal. According to the report, places such as bars, hotels, casual dining and schools are returning to normal traffic levels. Key […]
eMarketer predicts that the computing products and consumer electronics industry will be the fastest growing digital ad spender in 2020 with a predicted spend of $11.64 billion. During a year when budgets have been severely impacted by COVID-19, the industry increased spend by 18%. Companies that fall within the vertical include the likes of Apple, […]
During The Trade Desk’s Groundswell conference, CEO Jeff Green discussed with top marketing experts on how the pandemic has caused change in the marketing industry. The marketers discussed data-driven results, connected TV, the importance of brand, and more. Read the top five takeaways or watch the full discussion here. https://www.thetradedesk.com/blog/five-ways-a-global-pandemic-has-changed-the-face-of-marketing
Think with Google has identified three pandemic travel trends among U.S. consumers − staying local, getting outdoors, and hitting the road for a classic road trip. Although more people are venturing out locally, travel confidence remains low for consumers. Google reports that air travel is down 85% globally from last year, while searches for “safe […]
Like many others, the beauty industry has been impacted by the pandemic. Bidtellect takes a deep dive into the beauty industry outlining the shifting trends. Some key takeaways: Beauty and health sales will grow 6.9% to $556.3 billion, according to eMarketer. eCommerce sales are 2x as high as pre-pandemic levels. Promotions are key to gaining […]
In a recent report from Veritone analyzing the “lift” of 250 TV and radio ad campaigns, said campaigns are generating an average 6.6% lift compared to the previous 15 months analyzed. Lift was defined as an increase in traffic to the advertisers’ website. Some of the most successful campaigns saw a lift of over 50%. […]
According to a Magna forecast, advertising spend for the year is down 4.6% compared to last year. Traditional media spend is down 23.1%, while digital advertising has jumped 5.7%. Read more in the link above. https://www.mediapost.com/publications/article/355799/magna-forecasts-second-half-improvement-full-year.html
eMarketer analyzes the similarities and differences between how various income levels have reacted to the pandemic. According to the report, people with lower incomes have been hit the hardest, and people with higher incomes have made the most spending cuts. Learn more about where people are making cuts in the link below. https://www.emarketer.com/content/how-has-pandemic-affected-spending?
In a recent report, Bidtellect analyzes the impact of COVID-19 on the health care and pharmaceutical industries. Both saw a slight dip in ad spend at the beginning of the pandemic, but quickly recovered. Some trends: Shifting to programmatic video In July, pharma videos’ volume saw 85% YOY growth (Innovid). Mobile is leading engagement with […]
As the pandemic continues, more companies are exploring the benefits of AR and VR, especially those in the retail and entertainment industries. Increasingly, musical artists and performers are turning to AR and VR as the pandemic has put a pause on live performances. Research finds that in June 2020, 21% of U.S. retailers planned to […]
A study from TVision finds that, while TV usage increased after the lockdown, viewer attention has declined. The study used eye-tracking technology to measure results. Key stats: Viewer attention decreased 3.7% while TV time increased 77% from mid-March to end of April. Viewer attention to COVID-19-related advertising decreased by 13% from March 1 through May […]
Place IQ has outlined three themes for business success during the pandemic − safety, proximity and affordability. Read about three industries that have met those criteria resulting in larger foot traffic. https://www.placeiq.com/2020/08/sdt-edition-28-three-stories-of-success/
In a recent report, Think with Google connects YouTube pandemic trends with consumer behaviors. A few noteworthy takeaways: Self-care trends: Audiences are increasingly turning to YouTube to meet their self-care needs. YouTube saw a 25% viewership increase for videos related to “nature sounds.” People are also finding comfort in cooking with a spike in videos […]
https://www.mediapost.com/publications/article/355193/consumers-want-brands-to-reference-current-events.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=119610&hashid=sxP4GmnSewE_ZKyAD6TfXmdxmsw A study from NBCUniversal Advertising Sales shows that consumers want ad messaging from brands that reflect current events. Key stats: 72% plan to be more thoughtful about the brands they support post-pandemic. 69% of consumers want to see brands referencing current events. 61% want to see the same amount of advertising as pre-pandemic times. […]
https://www.mediapost.com/publications/article/355401/the-covid-19-wallet-consumers-are-spending-again.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=119728&hashid=y9Qd3qNER1qL6SgIBcexpQ Based on a study from Epsilon’s Shopper’s Voice, consumers are slowly resuming to normal spending. However, more consumers are looking for discounts and special offers. When it comes to travel: 47% of Gen Xers want discounts by email; 41% of boomers, 30% of Gen Y and 24% apiece for Gen Z and the “silents.” […]
https://www.mediapost.com/publications/article/355055/google-search-data-challenges-how-people-trend-thr.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=119620&hashid=bgqG131QTVqv_dSi2ZQGww During the pandemic, companies have been tracking Google searches to paint a better picture of COVID-19 trends. According to a Baird analysis, search volume for dining and ridesharing has dropped in recent weeks. Search volume for restaurants has dropped 6%, while Lyft has dropped 8%. “Near Me” searches are becoming more prominent, especially related […]
https://www.emarketer.com/content/influencer-marketing-in-the-age-of-covid-19?ecid=NL1001 The pandemic has disrupted many industries, including influencer marketing. Many brands are turning to influencers as people are increasingly engaging with content creators via social channels. In eMarketer’s latest report, it dives into how brands and creators are adapting to the new normal.
https://www.emarketer.com/content/us-b2b-digital-advertising-thrives-amid-coronavirus-traditional-b2b-spend-plummets eMarketer is forecasting that U.S. B2Bs will spend $8.14 billion within the digital space this year, an increase of 22.6% from 2019. Although many B2Bs have decreased their overall marketing budgets, paid digital continues to grow. Key takeaways: 43% of U.S. B2B marketers said they would reallocate live event budgets to content creation, based […]
https://www.nielsen.com/us/en/insights/article/2020/more-than-dialed-in/ Audio consumption continues to increase amid pandemic. According to a Nielsen survey, 23% of remote workers listen to “spoken-word” audio content daily, such as podcasts and local news. Even more popular, 40% of remote workers consume music through streaming services and AM/FM radio daily. Nielsen states that AM/FM radio reaches 9 in 10 U.S. […]
https://www.helixa.ai/covid-before-and-after?hsCtaTracking=5e4b7576-ea15-443c-a090-a4c0e175add7%7C5ddba204-37c1-4919-9c88-ccf40a4fd022 Helixa is monitoring the ways COVID-19 has transformed consumption. The company has compared online social behaviors 12 weeks pre- and post-March 11, 2020. Some key takeaways from Helixa’s deep dive: People are working from home. Zoom saw a 3,533% increase post lockdown. More people are seeking delivery services. USPS saw an 1,172% increase in […]
https://www.emarketer.com/content/us-b2b-digital-advertising-2020 Digital advertising for B2Bs has seen a significant increase, up an estimated nearly 23% YOY compared to 2019 due partially to the inability to advertise in person (at events and conferences). Webinars and virtual events have skyrocketed during stay-at-home orders as the B2B industry navigates its new digital-first ecosystem. Download the full report at […]
https://www.nielsen.com/us/en/insights/report/2020/the-nielsen-total-audience-report-august-2020/ Nielsen covers how the pandemic and work-from-home trends affect media consumption. Significant media related findings: What media WFH’ers are using during the work day (% of respondents who use this media daily): 40% listen to music; 33% stream content during breaks; 31% use social media; 29% stream content while working (sound on); 25% stream […]
PDF can be downloaded here. Key Points: Consumer confidence is unsurprisingly down, marked by decreases in the belief that businesses will see improvements within the next six months. There has been a slight increase since June in consumers who believe jobs are plentiful vs. hard to find. In terms of back to school, American parents […]
https://www.nielsen.com/us/en/insights/article/2020/more-than-dialed-in/ eMarketer predicts that e-commerce will grow to 18% this holiday season. However, as an overall market, it’s estimated that there will be a 10.5% decline in total sales this year. According to a Salesforce survey, nearly half of U.S. adults are more interested in shopping online this holiday season. For more retail predictions from […]
https://www.advertiserperceptions.com/wp-content/uploads/2020/04/03.2020-Coronavirus-Effect-on-Advertising-White-Paper-FINAL.pdf Advertiser Perceptions released its most recent white paper focused on the pandemic’s effect on advertising. Initial findings show that 82% of survey respondents had no contingency plan in place for an event as catastrophic as COVID-19. The pandemic required brands and advertisers to quickly pivot, and some verticals and channels actually benefited, while others […]
https://www.statista.com/chart/21584/gafam-revenue-growth/ While many industries and companies struggle to keep above water, these tech companies showed that not all brands would suffer because of COVID-19.
https://www.emarketer.com/content/agencies-brand-marketers-delaying-their-sports-ad-spend? https://espnpressroom.com/us/press-releases/2020/07/espn-generates-largest-audience-ever-for-mlb-opening-night-telecast-record-four-million-viewers-for-new-york-yankees-vs-washington-nationals-game/ It’s a positive week for sports fans with both the MLB and the NBA coming back to mainstream media – the Yankees vs. Nationals game saw the highest audience of any regular season MLB game since 2011. However, marketers still appear to be skeptical about their sports marketing budgets, likely due to the […]
https://www.emarketer.com/content/food-beverage-will-see-biggest-gains-retail-ecommerce-sales-growth-this-year E-commerce has been one of the only industries to survive and thrive in the pandemic. eMarketer predicts F&B to be the fastest to recover and grow, followed by health/personal care/beauty. Factors pushing online grocery growth include mass adoption due to social distancing and quarantine orders, as well as continued concern over health and safety.
https://www.thinkwithgoogle.com/consumer-insights/pandemic-holiday-shopping/ With Q4 right around the corner, many brands and marketers are likely starting to ideate around their holiday marketing plans. Holiday marketing is always a crowded advertising space, with large budgets for key tentpole shopping days. 2020 is an anomaly, and looking to next quarter’s plans will undoubtedly look different than years past. Think […]
The 24th edition of the PlaceIQ Social Distance Tracker releases data to illuminate what consumers’ summer vacations are shaping up to be in this new era. Each week, the tracker explores a new theme in consumer foot traffic, sharing trends as they emerge throughout the pandemic. Consumers stay closer to home and their vacations look […]
Television ad buyers and viewers alike have been contemplating what the fall 2020 TV lineup will look like. With the uncertain future of sports and the lack of new content production halted by coronavirus closures, the likelihood of a “normal” fall season is grim. So, what might the fall look like? Many networks will add […]
Recent studies suggest that as much as 90% of travel brands have cut marketing budgets amid the coronavirus pandemic. Uncertainty mixed with a fine balance between keeping the economy afloat and keeping consumers safe has created a turbulent condition for the market. Think with Google presents suggestions and predictions on the industry as a whole […]
Travel has been one of the most impacted industries during the global coronavirus pandemic. With major financial losses sweeping the entire travel and tourism sector, it’s not surprising that many will not return to pre-virus levels until at least 2022. Even when travel sentiment beings to show improvement, the ever changing global situation has made […]
IAB releases study on COVID-19 impact on podcast advertising. https://www.iab.com/insights/iab-u-s-podcast-advertising-revenue-study-fy-2019-2020-covid-19-impact/? With advertising channels in high debate amid social, health and political unrest, podcast advertising continues to grow in 2020. Key highlights: DTC brands are the top podcast advertisers, making up 22% of podcast ads. In 2019, ad revenues increased 48% to $708.1M. In 2020, ad […]
Description: Globalwebindex releases a fifth wave of coronavirus consumer-based research. https://www.globalwebindex.com/hubfs/1.%20Coronavirus%20Research%20PDFs/GWI%20coronavirus%20findings%20July%202020%20-%20Multi-Market%20Research%20(Release%2011).pdf? GWI continues to conduct research across 18 countries to assess trends in consumer beliefs and behaviors related to coronavirus. Overall trends in this wave of research showed a uniform belief that the virus is going to last longer than consumers originally anticipated. The second […]
Foursquare analysis of consumer behavior based on foot traffic data of its million-plus panel of respondents: https://worldwidepartners.sharefile.com/share/view/s2d8e944e6704cde8 56% plan to travel within the next six months. 72% plan to stay within their region for upcoming travel. Of travel purposes, 86% of respondents anticipate their travel will be for pleasure vs. business or other purposes. View […]
While total retail growth should decline, e-commerce is predicted to grow in 2020. https://www.emarketer.com/content/us-ecommerce-will-rise-18-2020-amid-pandemic?ecid=NL1001 As the reality of quarantines hit small brick and mortar businesses across the country, the U.S. realized a steep decline of retail growth due to pandemic protocols. eMarketer predicts growth as follows: 5% decline in total U.S. retail 14% decline in […]
U.S. news consumption on the virus decreases. https://www.statista.com/chart/22153/coronavirus-interest-falling/ Indifference, mistrust in the news, and an overload of information may all contribute to a waning interest in the pandemic amongst Americans. Pew Research Center reports in June that 40% of Americans believe the pandemic has been exaggerated. Research spanning March–June shows a decrease in U.S. adults […]
By: Fletcher Whitwell, Trisha Kunsman and Karen Rulapaugh Looking back to February, the past three months feel like three long years. The advertising industry, which has continued to see forward momentum for many years, has never before experienced anything like the COVID-19 crisis. It took years for digital media to overtake traditional, with automated and […]
Being quarantined at home and adjusting to a new life full of restrictions and rules has undoubtedly resulted in a high emotional response from Americans. This period of time has brought great sadness, stress and even new, unexpected joys. Most brands quickly shifted messaging to appeal to an audience in a heightened emotional state, showing […]
Insightful Searches and Unexpected Trends https://trends.google.com/trends/story/US_cu_4Rjdh3ABAABMHM_en More people are turning to search for answers (and inspiration) to help deal with ever-increasing uncertainty. Search interest around “quarantine fatigue” nearly doubled week over week. Searches for “positive quotes during quarantine” doubled month over month as well. “When will a vaccine be ready for the public” became a […]
The Trade Desk produced a CTV white paper called The time is now for connected television, and it explores the CTV ecosystem and opportunities during the COVID-19 pandemic. Download the full white paper here. Trends include: CTV inventory is up 54% YoY from 2019 to 2020. Two-thirds of households in the U.S. don’t currently have […]
Sprout Social surveyed social marketers and consumers to understand how marketers are setting goals and what’s expected from brands. R&R Partners encourages all our clients to start with the audience learnings first and then marry the platform’s best practices to drive the strongest performance by channel. Some of the key findings include: Marketers struggle to create […]
eMarketer discusses political ad implications https://www.emarketer.com/content/how-political-advertisers-are-adapting-to-the-coronavirus-pandemic? Political candidates have made noticeable changes to their ad spend and their preferred channels during the pandemic. Television is still considered king in political advertising, especially during the heavy ad spend period of about three months prior to Election Day. Some candidates reported a short TV hiatus during early […]
Insightful Searches and Unexpected Trends https://trends.google.com/trends/story/US_cu_4Rjdh3ABAABMHM_en More people continue to look for creative ways to adapt and spend their time at home. “Banana Bread” is the most searched recipe in all of U.S., compared to the previous month. Searches for “drive-by graduation party ideas” increased 3x week over week. “Pizza”-related searches reached an all-time high […]
How DMOs are reacting to the COVID-19 crisis. DMO representatives from Visit California, New Zealand, South Australia and Visit Britain discussed DMO responses to the virus, and how they’re planning to continue to inspire during a time of tragedy. Among the recurring themes from each of the speakers: Give back to the community, support local […]
Analytic Partners presents the ROI Genome to help brands navigate marketing through crisis. https://app.hubspot.com/documents/6756262/view/74004462?accessId=9af1ad This ROI Genome Report looks at budget considerations during an economic downturn and how to manage your brand through crisis. Here are a few key takeaways: When operating in the new normal, brands need to take in to account 4 factors: […]
IAB releases ad-buying trend impact from March to April IAB has been monitoring shifts in ad-buying behavior via industry surveys. Month over month from April to March shows: Increase of ad buyers pausing media buys Digital ad spend shows slight return while traditional ad spend stalls. Flexible platforms (creatively, and in optimizations) will see the […]
Mindshare finds that Americans are running out of entertainment and activities during the quarantine. https://www.mediapost.com/publications/article/350686/mindshare-find-nearly-half-of-americans-have-run.html As each week passes, Americans are binging all they can binge and finding themselves with nothing left to entertain themselves. Of those surveyed, 46% claimed to have nothing left to watch, read or listen to.
Many advertisers are feeling the impact of COVID-19, and major advertising platforms are not immune. While Facebook has seen a spike in active users on the platform since stay-at-home orders took effect, Facebook Inc.’s ad business has fallen as many companies reevaluate budgets. The decrease in advertising spend on the platform has led to a […]
Insightful Searches and Unexpected Trends https://trends.google.com/trends/story/US_cu_4Rjdh3ABAABMHM_en More people are looking for ways to give back and help however they can from home. “Donate-related” searches reached an all-time high worldwide on Monday. Searches for “best charities to donate to for COVID-19” increased 1,050% week over week in the U.S. “Food shelters near me” increased 5,000% worldwide, […]
Younger audiences are fueling major shifts in streaming. https://www.thetradedesk.com/blog/younger-viewers-are-at-the-forefront-of-the-cord-cutting-tv-revolution? The ever valuable 18-34-year-old audience is at the forefront of many advertisers’ minds and strategies. This group of consumers is more likely than other groups to be cord-cutters and cord-nevers. The Trade Desk shares recent data that shows 74% of this age group have never had […]
Netflix sees history-breaking success among pandemic behaviors. Link: https://www.statista.com/chart/21465/global-paid-net-subscriber-additions-by-netflix/? https://www.statista.com/chart/20345/netflix-subscriber-growth-by-region/? With most of the world on house arrest, there is undoubtedly an increase in desire for entertainment. Netflix, with its global brand recognition and social buzzworthy shows (e.g., Tiger King), has seen growth rates that surpass any other quarter of its history. By close of […]
Online video-streaming minutes increased by 21.6B from January to March across just four markets: Indonesia, Philippines, Singapore and Thailand. Report finds 7M paid streaming customers across the same markets, and Netflix ranks No. 1 in weekly minutes consumed. Read more at the link below. Link: https://www.campaignasia.com/article/mobile-streaming-up-by-21-6-billion-minutes-a-week-in-just-four-apac-markets/459579?
Insightful Searches and Unexpected Trends More people are looking for signs of an end in sight as lockdowns increase around the globe. Searches for “when will the economy reopen” increased by 450% worldwide week over week. Searches for “will life ever go back to normal” doubled worldwide week over week. “Reopening plan phases” became a […]
Cuebiq is providing free access to its mobility index analysis and social inequality trends. This outlines the gap between wealthier and poorer block groups, while also showing overall mobility by geographical regions. Link: https://www.cuebiq.com/visitation-insights-covid19/
Many advertisers were forced to pause media due to the pandemic. The Wall Street Journal confirmed that as a result, “prices in Facebook’s ad auctions plunged between February and March.” Other programmatic platforms have seen differing results, showing general unease in the marketplace across all platforms and sectors. See the impact that R&R has observed: […]
Insightful Searches and Unexpected Trends More people are looking for ways to adapt to our new normal. Searches for “Drive-by baby shower ideas” increased by 900% week over week. “New way to shake hands” became a breakout topic. “Virtual wedding ceremony” increased by 170% this past week.” “How to dry clean at home” interest increased […]
A quarantined population means boredom is at an all-time high and attention spans are low. People are desperate for more ways to keep occupied and to refrain from thinking about the reality of our current crisis. 95% of people say they’re spending more time connected to media In March, consumption spiked across many content pillars […]
U.S. broadband households are seeing a drop in bundling pay TV with internet, as users are showing adoption of stand-alone entertainment platforms and stand-alone internet compared to bundled packages.
Quibi, the new kid on the block of video streaming services (with $1.8 billion in funding), launched yesterday and already ranks as the No. 3 top free app overall on Apple’s App Store, following Zoom and TikTok with 300k downloads.
With the fallout from COVID-19 affecting all of our lives in a multitude of ways, Global Web Index surveyed internet users between the ages of 16−64 in the U.S. and U.K. to find out how people are staying informed. For reference, the generational breakout includes: Gen Z: 16−23 years old Millennials: 24−37 years old Gen […]
Decrease in nonessential travel, including the surge of statewide stay-at-home orders have decreased commutes and long-haul trips, but increased local movement (grocery stores, markets, gas stations) and the opportunity to reach communities at a local level.
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