1、Facebook H1 2020 Advertising Report Introduction Facebook is on everyones minds lately. In just the first half of 2020, the platform has been used as an informational tool during an international pandemic, an organizing tool during national Black Lives Matter protests, and most recently, come under

2、fire as the subject of massive boycotts around the subject of politics, misinformation, and what free speech really means. Amid these changes, some advertisers have held strong in their advertising dominance on the platform, while others have given way to come unexpected newcomers. This report uses

3、Pathmatics Explorer to dive into the data on Facebooks biggest advertisers in the first half of 2020, and take a look at what has changed as boycotts gained steam into July. Heres what we found. 2 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Insta

4、gram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis As concerns grew over questionable political tweets and harmful rhetoric, Tw

5、itter began enforcing its policy regarding hate or violent speech in posts beginning the week of May 30th. But Facebook pushed back, arguing concerns over free speech and First Amendment rights. However, since Facebook is a privately held company, they have the ability to choose which content is sho

6、wn on their platform, in accordance with their terms of service. This was essentially the argument from the #StopHateForProfit campaign, an organization which began lobbying advertisers to pull their ad dollars from the platform, a few weeks ago. As of publication, more than 180 brands have joined t

7、he boycott, halting Facebook spend as early as late June to show their solidarity with the #stophateforprofit campaign. From Like to Dislike: Advertisers Boycott Facebook 3 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020

8、. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis $1 $10 $100 $1,000 $10,000 $100,000 $1,000,000 6/216/226/236/246/256/266/276/286/296/307/17/27/37/47

9、/5 Facebook Boycott Spend in Dollars log scale Will the boycott cause Facebook to change their policies? And where will the extra ad dollars, no longer spoken for, now go? A few early indicators show major shifts to YouTube, Amazon, and Twitter. 4 | Facebook H1 2020 Advertising Report All data from

10、Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis $ $250,000$500,000$750,00

11、0 68% 77% 222% 158% 549% Target Geico Samsung Cond Nast Best Buy Co., Inc. $ - $ 5,000.00 $ 10,000.00 $ 15,000.00 $ 20,000.00 127.91% 133.73% 114.93% 96.34% 99.38% Change in spend between Q2 and after July 1st Q2Post July 1st Top 5 for each channel based on Q2 rankings Disney Walmart Stores, Inc. Th

12、e Kraft Heinz Company Kimberly-Clark Corporation TD Ameritrade, Inc. $ - $ 1,000.00 $ 2,000.00 $ 3,000.00 $ 4,000.00 1235% 4313% 317% 296% Top Advertisers: H1 2020 Before there were boycotts, there was COVID-19, Black LIves Matter protests, the start of 2020 election campaigns, and.business as usual

13、. Heres a look at where we stood through the first two quarters of 2020. 5 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may no

14、t accurately estimate the spend for any advertiser, and should be used for directional trend analysis 81.7 51.5 41.7 40.0 33.3 32.2 32.1 32.1 30.8 Proctor & Gamble U.S Cencus Bereau Donald J. Trump for President, Inc. Home Depot Purple Innovation W CBS Dominos Pizza Million $- 050100150200 Disney LL

15、C Home Box Office (HBO) $211.8 $81.7 $51.5 $41.7 $40.0 $33.3 $32.2 $32.1 $32.1 $30.8 Top Advertisers: H1 2020 Dominos A mainstay on our top Facebook lists over the years, Dominos has retained its top position by investing 97% of their digital budget into Facebook-owned entities throughout the year,

16、with 79% of that spending concentrated on Facebook. Those following the pizza brand know this is nothing new. The advertiser has invested heavily in Facebook for the last few years, with both an investment share and creative strategy that has remained relatively unchanged even throughout some of 202

17、0s big ups and downs (stay at home orders, and protests, to name a few). The one small exception is seen in late March/early April, when a select few contactless delivery Facebook and Instagram ads surfaced on the platform. In addition, Dominos shifted its small percentage of desktop video creatives

18、 to messages of food safety. #10 6 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmat- ics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for an

19、y advertiser, and should be used for directional trend analysis Digital Overview for Dominos Monthly Spend (USD) $5 M $3 M $1 M Desktop Display $682 K Mobile Display $7 K Mobile Video $112 K Desktop Video $525 K Facebook $30.8 M Twitter $4 K Instagram $6.8 M JanFebMarAprMayJune 17% 79% 1% 2% CBS Now

20、 a player in the ubiquitous streaming wars, CBS joins Disney and HBO as top advertisers on Facebook for the first half of 2020, vying for eyeballs, or more pointedly, new subscriptions, during the COVID-19 safer at home mandates. While only spending 24% of its overall ad budget on Facebook, CBS join

21、s our top 10 report for the first time due to a significant spending push from March - May. Compared to the first half of 2019, the advertiser has nearly doubled their Facebook ad budget this year, showing theyre willing to go all-in on ads for CBS all-access. In fact, all of CBSs Facebook ads from

22、March-May are for CBS all access, and many of them offer one month free. This is a change from ads prior to mid-March, where only one free week was being offered. #9 7 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pat

23、hmat- ics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis 4% 3% 4% 4% 3% 2% 2% 2% 2% 2% 5% 2% 3% Geography Breakdown for CBS High-spend Metro Spend by metro LOW

24、HIGH Digital Overview for CBS Monthly Spend (USD) $14 M $10 M $6 M $2 M Desktop Display $52.2 M Mobile Display $28.7 M Mobile Video $0 K Desktop Video $17.2 M Facebook $32.1 M Twitter 539 K Instagram $2.5 M JanFebMarAprMayJune 24% 22% 39% 13% 2% Wix #8 Website design tool Wix is a heavy hitter on Fa

25、cebook, allocating 90% of their budget, YTD, to the platform. Unique to the brand is their lack of COVID-19 messaging throughout March, April, and May, when most other brands did a noticeable pivot in either messaging or offerings. Given the nature of their software, which can be used by anyone, fro

26、m anywhere, this isnt entirely surprising. In the first half of 2019, Wix leaned almost exclusively on photo posts, using visualizations to tell the story of their brand. This year, however, the brand has shifted to link posts that include trackable calls-to-action (CTAs), likely to increase convers

27、ions and improve the ability to define the ROI on their Facebook ad investment. 8 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They

28、 may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis Link Post $21.6 M Photo Post $10.5 M Other $58 K 67% 33% Creative Type Breakdown for Wix Digital Overview for Wix Monthly Spend (USD) $9 M $7 M $5 M $3 M $1 M Desktop Display $1.4 M Mobile Di

29、splay $900 K Mobile Video $85 K Desktop Video $1.3 M Facebook $32.1 M Twitter $4 K Instagram $696 K JanFebMarAprMayJune 90% 4% 4%2% Average Daily Spend: $5,362,300 $14 K $10 K $6 K $2 K Daily Spend JanFebMarAprMayJun HBO Stop searchingstart streaming. Thats the text on HBOs newest ads for HBO Max, t

30、heir new streaming service that launched this year. And they werent kidding. One of the newest streamers to hit the market in 2020, HBO came in strong, boosting their spend in April to support the HBO Max launch. Along with the uptick in spending comes a shift in creatives, moving from the promotion

31、 of specific shows on HBO Now, to strictly HBO Max promotions, leaning less on particular shows and more on the breadth of its new offering and the promise of a free trial. #7 9 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15

32、/2020. Pathmat- ics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis H1 Facebook Spend for HBO Purple #6 Direct-to-consumer (D2C) mattress brands are everywhere r

33、ight now, and Purple Mattress is certainly in the game, coming in at #6 so in H1 2020. Similar to trends we see for many D2C brands, Purple has invested heavily in Facebook, seeming to increase their investment in the platform year over year. In fact, compared to the same time period in 2019, Purple

34、 has increased its Facebook ad investment by 79%. Unlike many other advertisers, Purples digital investments remained relatively stable during the first months of the COVID-19 pandemic, and we didnt see much of a change in creatives or messaging. The Black Lives Matter protests, however, which occur

35、red at the beginning of June, were a different story. In solidarity with protesters “blacking out” their social media pages during the protests, we see Purples investment go down to $0 on June 3. Other notable spend spikes for purple appear around holidays, where the brand offers discounts and sales

36、 to drive business (a strategy weve seen from competitors such as Casper Mattress, and others). Whats most interesting to us though, is the difference in tone between Purples website and their Facebook ads. Their website includes an About page complete with illustrations and a bit of humor, and, lik

37、e every millennial-targeting D2C company, they have a page dedicated to their pet beds, complete with playful dog photos. So one has to askwhy not carry some of this tone and imagery into Facebook ads? Either way, kudos to Purple for breaking through the mattress clutter. 10 | Facebook H1 2020 Adver

38、tising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analys

39、is Digital Overview for Purple Monthly Spend (USD) $9 M $7 M $5 M $3 M $1 M Desktop Display $11.7 M Mobile Display $216 K Mobile Video $1151 K Desktop Video $8.1 M Facebook $33.3 M Twitter $400 K Instagram $1.5 M JanFebMarAprMayJune 3% 61% 15% 21% Average Daily Spend: $228,500 $450 K $350 K $250 K $

40、150 K $50 K Daily Spend June Facebook Advertising for Purple 6/16/66/116/166/216/266/30 Purple temporarily paused spending during the Black Lives Matter protests in early June Other notable spend spikes for purple appear around holidays, where the brand offers discounts and sales to drive business (

41、a strategy weve seen from competitors such as Casper Mattress, and others). Whats most interesting to us though, is the difference in tone between Purples website and their Facebook ads. Their website includes an About page complete with illustrations and a bit of humor, and, like every millennial-t

42、argeting D2C company, they have a page dedicated to their pet beds, complete with playful dog photos. So one has to askwhy not carry some of this tone and imagery into Facebook ads? Either way, kudos to Purple for breaking through the mattress clutter. Website FACEBOOK The Home Depot #5 The Home Dep

43、ot is yet another brand that puts most of its proverbial eggs in the Facebook basket, using the platform to reach homeowners and DIY-ers as they browse through news feeds. This is a long-standing strategy for the brand, who has allocated over 70% of their budget to Facebook since January of 2019. In

44、terestingly, the Home Depot has shown a sharp decrease in spending since February, despite consumers being stuck at home for COVID-19 and, perhaps in some cases, having extra time to allocate to household tasks. While link posts tend to be the most popular ad format for most top Facebook advertisers

45、, The Home Depot favors carousel posts as a tool to easily show a breadth of products in one ad. 12 | Facebook H1 2020 Advertising Report All data from Pathmatics Explorer as of 7/15/2020. Data for Instagram begins on 4/15/2020. Pathmatics spend estimates are based on our proprietary panel and spend

46、 methodology. They may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis Link Post $15.1 M CarouselPost $21.1 M Video Post $3.8 M Other $36 K 53% 38% 9% Creative Type Breakdown for The Home Depot Digital Overview for The Home Depot Monthly Spend

47、(USD) $14 M $10 M $6 M $2 M Desktop Display $4.8 M Mobile Display $949 K Mobile Video $169 K Desktop Video $3.6 M Facebook $40 M Twitter $366 K Instagram $3.6 M JanFebMarAprMayJune 75% 1% 7% 9% 2% 7% Certainly no stranger to social media, Incumbent President Donald Trump has steadily been the highes

48、t spender on digital ads, second only to Mike Bloomberg for a short stint at the beginning of 2020. Donald J. Trump for President #4 While Trump takes to Twitter for conversational commentary, the focus on paid Facebook ads shows a more savvy digital strategy, focused largely on increasing viewershi

49、p for presentations and rallys, and raising money for the campaign. Whats noticeable is the lack of messaging around COVID-19, even as the US began to see cases spike throughout the country. No mention of the novel virus can be found in his ads, even during the period in March where he appeared on National TV several times to share his taskforces findings and national response plan. 13 | Facebook H1 2020 Advertising Report All data from Pathmatic