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.
More in Media
AI Briefing: How political startups are helping small political campaigns scale content and ads with AI
With about 100 days until Election Day, politically focused startups see AI as a way to help national and local candidates quickly react to unexpected change.
Media Briefing: Publishers reassess Privacy Sandbox plans following Google’s cookie deprecation reversal
Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox.
Why Google’s cookie deprecation reversal isn’t actually a reprieve for publishers
Publishers are keeping a “business as usual” approach to testing cookieless alternatives despite Google’s announcement that it won’t be fully deprecating third-party cookies after all.