Digiday Research: 41% of agency buyers say they will resume Facebook spending at the end of July

This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →

Come August 1, the unofficial end date to the advertising and marketing boycott of Facebook by brands unhappy about the hateful speech and misinformation on the platform, most agencies will reanimate their marketing on the platform.

In a new survey conducted in July, Digiday found that 41% of respondents will return at the end of the July boycott, while 26% will spend again by the end of the third quarter and 13% by the end of full-year 2020. Others will wait for more action from Facebook with 17% of respondents saying they won’t advertise on the platform until it males meaningful changes.

Underlining the agency desire to return to Facebook — and its power as marketing vehicle — is that according to the survey, a full 75% of respondents said return on investment (ROI) is more important than brand optics.

https://digiday.com/?p=373965

More in Media

Media buyers weigh the sledgehammer or the scalpel approach to MFA classification 

MFAs carry a loose definition and media buyers are split on how to go about removing them from their clients’ programmatic budgets.

Why media companies are pushing podcasts at SXSW ‘Trojan-horse style’

Some media companies are putting the spotlight on their podcasts at SXSW this year in a bid to land business from new advertisers.

AI Briefing: Watermarking AI content doesn’t go far enough, researchers warn

Mozilla researchers say popular methods for disclosing and detecting AI content aren’t effective enough to prevent harm. Meanwhile, Pindrop is bringing more scrutiny to AI-generated audio.