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Content Consumption Trends: Small Business Loans

As many small businesses across the country have been impacted by the coronavirus pandemic, content about loans has been top of mind for this audience. Within Spectrum’s “Small Business Loans” Content Target, we have seen over 81 million cookieless opportunities across 66 thousand pages available to target in the last 30 days.

With many companies having to shut down or reduce operations at the beginning of the COVID-19 outbreak, content about the Payment Protection Program was read about most often. Since our platform monitors content consumption trends over-time, we have been able to see how topics have started to shift. As expected, initial content around PPP discussed how to apply for the loan, whereas the most recent spike in content occurred at the beginning of June when the Paycheck Protection Program Flexibility Act was approved, allowing small business owners to use different allocations for spending the loan. There is also a chance that this specific small business topic might increase again if there is another round of PPP funding. We can also create custom targeting segments around tips for re-opening your business and adhering to CDC guidelines, as these are other important topics for small business owners impacted by COVID-19.

If you have a campaign targeting small business owners, Spectrum’s cookieless targeting solution is an ideal substitution to your cookie-targeting. Since our topic engine monitors specific pages that consumers are reading, we can offer better segmentation to generate better results. We can align with content that trends throughout your campaign, allowing you to reach small business owners, consuming content around PPP and other relevant SMB topics, when they’ll be receptive to your message. Contact us to learn more.

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