Digiday Research: 56% of buyers say clients paused Facebook ad spend this month
More than half—56%—of agency buyers said that their clients had paused Facebook ad spend this month in response to the “Stop Hate for Profit” campaign.
The survey by Digiday found that about 40% said their clients had not paused spending on Facebook, while 4% didn’t know.
When asked if they believed if the current boycott will actually result in Facebook implementing meaningful changes, 55% said they didn’t believe it would.
While brands have “boycotted” Facebook before, this year’s movement seems to be bigger. Calls from civil rights groups have asked Facebook to enforce policies about hate speech differently, fueled by mass anger at systemic injustices and racism in the U.S. after the killing of George Floyd and Breonna Taylor. Advertisers like REI and Patagonia have joined in, along with big agencies.
It’s yet to be seen if this makes any actual difference. Most brands were planning to cut spend anyway, because of the current crisis.
Reasons on what the “demands” of the boycott were varied. The vast majority said Facebook’s brand values did not align with client brand values, while their clients would spend more with Facebook if it had a “better reputation.”
About 41% said they expect client to resume spending by the end of July, while 26% said it would be at the end of the third quarter. About 17% said it wouldn’t resume until Facebook makes “meaningful changes.”
‘Scale with great context’: The Independent eyes global expansion
The U.K. news title marked 'double-digit' revenue growth this year and posted a profit, despite the pandemic. It plans to grow headcount by up to 25%.
‘This is a tricky job for humans’: How Meredith used AI and contextual data to build Campbell’s a new campaign
To keep Campbell's ads relevant, Meredith created new artificial intelligence technology to track hyper-contextual data.
Vying for consumer revenue, Eater serves up new wine subscription play
Eater's making a play for more national scale consumer revenue with the launch of its new wine club.
SponsoredHow artificial intelligence and machine learning power content-first newsrooms
By Chris Nguyen, executive vice president, marketing at Naviga Digital is no longer just a nice addition to a newspaper’s success, but an imperative. While print remains a key source of revenue — capturing both subscriptions and advertising — spending too much time on designing and managing printed editions has become an obstacle to digital transformation. […]
‘Clearly underinvesting’: Some of the world’s biggest marketers pledge to direct more media dollars to minority-owned business
Procter & Gamble to McDonald’s, Pernod Ricard to PepsiCo, big marketers pledge to curtail media dollars that help fuel racial basis.
Paid virtual events are the new golden ticket for publishers
There are other added benefits for publishers to have ticketing on their events, beyond the revenue.