Contingency planning for website advertising

Emergency planning support & guidance

For partners on the Council Advertising Network and other public sector organisations

COVID-19 / Coronavirus outbreak

We understand the pressures on local council teams at the moment. We can help get vital messages out through our data, digital and campaign expertise. 

Your council website will be well-visited during the outbreak by people seeking information on health, financial and other concerns. We have a range of ways you can get important messages out to your residents and businesses using your website with our simple, free tech.

Plug your website into the official Government campaign

Council partners on our advertising network can run readymade creatives based on the latest COVID-19 campaigns, in their ad space. These ads click-through to the most up-to-date advice from the NHS. Contact us if you would like to run these in rotation with other advertising.

COVID-19 leaderboards

COVID-19 MPUs

COVID-19 iBars

You can see this format running at the bottom of this webpage. Available to both council partners and non-partners, the iBar is anchored permanently to the bottom of the screen as visitors scroll.

If your council website is not on our network, we can provide you with simple code so you can use this format.

We have a main COVID-19 creative based on the Government campaign with multiple links to current information which are regularly updated. There is also a choice of creatives to highlight specific support and guidance for different groups (like local businesses) and around different services (benefits or waste, for example).

The iBar creatives can click through to a dedicated page on your own website if you prefer.

Request iBars and view the creatives available here and we’ll be in touch.

Reach your residents on channels they use daily

If you have campaign budget available, we have a cost-effective way to buy ad space on the brand-safe news and information websites and social media platforms your residents use regularly.

This will help you get to hard-to-reach residents in lockdown using the data we have available to target specific groups. And because we pool resources from across councils, we can achieve maximum reach and frequency with messages.

Right now we have these campaigns ready to launch for any UK council:

  • Social care recruitment
  • Foster care recruitment
  • Domestic abuse support
  • Mental health help

 Please fill out our contact form if you’d like to find out more.

Options for website advertising in the event of an emergency

To our network partners: please do not remove advertising code from your website.

We will be able to control everything centrally and easily reinstate ads once an emergency situation is over.

Option 1:
Pause delivery of all advertising on your whole website for a defined period.

Option 2:
Pause delivery to selected webpages that may be considered more sensitive at times of crisis, such as those on bereavement, depending on the nature of the emergency.

You will need to provide us with a list of the webpage URLs you want to pause.

Option 3:
Continue to run advertising as normal.

Operation London Bridge

This is the codename for the actions to be taken if the monarch passes away.

It is likely that the contingency plan for your website already includes an alternative homepage with a prepared statement. In this circumstance, you would probably choose either Option 1 or Option 2, listing your homepage URL among those pages on which ads should be paused.

Let us know your preferences

If you’re a partner on the Council Advertising Network and haven’t yet told us your emergency preference, you can use our contact form to let us know which option you want us to action.

If possible, add a section on website advertising outlining the option you’ve chosen to your overall emergency plan so anyone who picks it up can see what steps will be taken.