Advertisers that vowed to boycott spending on Facebook have passed the halfway point of that commitment, and brands will soon know the impact of taking a stand against a major advertising platform.

Your media planning strategies from February may or may not tell you much in April or May. Two months ago, you understood the marketplace and your business, competitors, media costs, results and even the season. But with the world upended by the COVID-19 pandemic, the only information you can use right now comes from yesterday.

The coronavirus pandemic has called into question every aspect of advertising strategy in ways never seen before. It’s not your typical financial crisis – it’s a crisis with a call to arms.

As the saying goes, “Hope is not a strategy.” Those that act quickly will be rewarded with a stronger business position – regardless of whether they decide to cut back or invest more. Here is a five-point strategy for quickly evaluating a DTC brand’s advertising and putting into place what’s needed to succeed in the tumultuous weeks and months ahead.