Emerging post-ad-pocalypse like
Thank you for your ad-tention... Tech giant’s ad sales bounced back last quarter as things "normalized" (by 2020 standards). When lockdowns started, brands slashed spend because that Kylie Lip Kit ad is worthless when your biggest outing is taking out the trash (in a mask). This summer, brands slowed/paused spend in reaction to US civil unrest. But lately, they’ve unleashed an ad-avalanche:
Facebook's peanuts = Snap's dinner... Over 1K advertisers — including big shots like Verizon — paused ads on Facebook in July to protest hate speech and misinformation policies. But FB now has 10M active advertisers, up from 9M in July. While the boycott didn't hurt Zuck, it fed the smaller networks:
Always have a plan B... because plan A(d) is unpredictable. Uncertainty around the pandemic, the election, and intense Congressional scrutiny means spend could be unreliable. So ad Goliaths are looking to other $$ sources: Facebook will start charging for WhatsApp Business. Twitter will begin testing other money-makers (possibly a paid subscription). And Google will have to do something since Apple's building its own search engine.