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Facebook H1 2020 Advertising Report Introduction Facebook is on everyone’s 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 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 Pathmatics Explorer to dive into the data on Facebook’s biggest advertisers in the first half of 2020, and take a look at what has changed as boycotts gained steam into July. Here’s what we found. 2 | 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 not accurately estimate the spend for any advertiser, and should be used for directional trend analysis From Like to Dislike: Advertisers Boycott Facebook As concerns grew over questionable political tweets and harmful rhetoric, Twitter began enforcing its policy regarding Facebook Boycott Spend in Dollars [log scale] hate or violent speech in posts beginning the week of May $1,000,000 30th. But Facebook pushed back, arguing concerns over free speech and First Amendment rights. However, since Facebook $100,000 is a privately held company, they have the ability to choose which content is shown on their platform, in accordance with $10,000 their terms of service. This was essentially the argument from the #StopHateForProfit $1,000 campaign, an organization which began lobbying advertisers to pull their ad dollars from the platform, a few weeks ago. $100 As of publication, more than 180 brands have joined the boycott, halting Facebook spend as early as late June to show $10 their solidarity with the #stophateforprofit campaign. $1 6/21 6/22 6/23 6/24 6/25 6/26 6/27 6/28 6/29 6/30 7/1 7/2 7/3 7/4 7/5 3 | 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 not accurately estimate the spend for any advertiser, and should be used for directional trend analysis 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. Change in spend between Q2 and after July 1st Top 5 for each channel based on Q2 rankings Q2 Post July 1st 549% Target 127.91% Disney 4313% 158% Geico 133.73% Walmart Stores, Inc. 1235% Samsung The Kraft Heinz 222% 114.93% Company 317% Condé Nast Kimberly-Clark 77% 96.34% Corporation 68% Best Buy Co., Inc. 99.38% TD Ameritrade, Inc. 296% $ – $250,000 $500,000 $750,000 $ - $ 5,000.00 $ 10,000.00 $ 15,000.00 $ 20,000.00 $ - $ 1,000.00 $ 2,000.00 $ 3,000.00 $ 4,000.00 4 | 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 not accurately estimate the spend for any advertiser, and should be used for directional trend analysis Top Advertisers: H1 2020 Before there were boycotts, there was Disney $211.8 COVID-19, Black LIves Matter protests, Proctor & Gamble $81.781.7 the start of 2020 election campaigns, U.S Cencus Bereau $51.551.5 and...business as usual. Here’s a look Donald J. Trump for President, Inc. $41.741.7 at where we stood through the first Home Depot $40.040.0 two quarters of 2020. Purple Innovation $33.333.3 LLC Home Box Office (HBO) $32.232.2 Wix.com CBS $32.132.1 Domino's $32.132.1 Pizza $30.830.8 Million $- 0 50 100 150 200 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 not accurately estimate the spend for any advertiser, and should be used for directional trend analysis Top Advertisers: H1 2020 Dominos Digital Overview for Domino’s #10 Monthly Spend (USD) 2% 1% A mainstay on our top Facebook lists over the years, Dominos has $5 M retained its top position by investing 97% of their digital budget into 17% Facebook-owned entities throughout the year, with 79% of that spending $3 M concentrated on Facebook. $1 M Those following the pizza brand know this is nothing new. The advertiser 79% has invested heavily in Facebook for the last few years, with both an Jan Feb Mar Apr May June investment share and creative strategy that has remained relatively Desktop Display Mobile Display Mobile Video Desktop Video Facebook Twitter Instagram unchanged even throughout some of 2020’s big ups and downs (stay at $682 K $7 K $112 K $525 K $30.8 M $4 K $6.8 M 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, Domino’s shifted its small percentage of desktop video creatives to messages of food safety. 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 any advertiser, and should be used for directional trend analysis Digital Overview for CBS Monthly Spend (USD) #9 2% $14 M $10 M CBS 24% 39% $6 M Now a player in the ubiquitous streaming wars, CBS joins Disney and HBO as top advertisers on Facebook for the first half of 2020, vying 13% $2 M for eyeballs, or more pointedly, new subscriptions, during the 22% Jan Feb Mar Apr May June COVID-19 safer at home mandates. Desktop Display Mobile Display Mobile Video Desktop Video Facebook Twitter Instagram While only spending 24% of its overall ad budget on Facebook, CBS $52.2 M $28.7 M $0 K $17.2 M $32.1 M 539 K $2.5 M joins 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 4% budget this year, showing they’re willing to go all-in on ads for Geography Breakdown for CBS CBS all-access. 2% High-spend Metro 2% In fact, all of CBS’s Facebook ads from March-May are for CBS 4% 5% Spend by metro all access, and many of them offer one month free. This is a 3% 2% 2% 3% change from ads prior to mid-March, where only one free LOW HIGH week was being offered. 4% 2% 3% 2% 7 | 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 any advertiser, and should be used for directional trend analysis Website design tool Wix is a heavy hitter on Facebook, 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 #8 be used by anyone, from anywhere, this isn’t entirely surprising. Wix 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 conversions and improve the ability to define the ROI on their Facebook ad investment. Digital Overview for Wix (USD) Monthly Spend $9 M Creative Type Breakdown for Wix 2% 4% 4% $7 M Link Post $21.6 M $5 M Photo Post $10.5 M 33% $3 M Other $58 K $1 M 67% 90% Jan Feb Mar Apr May June Desktop Display Mobile Display Mobile Video Desktop Video Facebook Twitter Instagram $1.4 M $900 K $85 K $1.3 M $32.1 M $4 K $696 K 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 may not accurately estimate the spend for any advertiser, and should be used for directional trend analysis #7 HBO Stop searching—start streaming. That’s the text on HBO’s newest ads for HBO Max, their new streaming service that launched this year. And they weren’t 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. H1 Facebook Spend for HBO Daily Spend Along with the uptick in spending comes a shift in $14 K creatives, moving from the promotion of specific shows on HBO Now, to strictly HBO Max promotions, $10 K leaning less on particular shows and more on the $6 K breadth of its new offering and the promise of a $2 K free trial.
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