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Q2 2020Facebook Ads

Benchmark Report

Triopoly Series

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Q2 2020

Triopoly Series: Facebook Ads Benchmark Report

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Q2 2020

Triopoly Series: Facebook Ads Benchmark Report

The Tinuiti Facebook Ads Benchmark Report is based on anonymized performance data from Facebook

programs under Tinuiti management. Samples are restricted to those programs that have remained active

performance of Facebook advertising or the experiences of every Facebook advertiser.

Methodology

Tinuiti is a performance and data-driven digital marketing leader focused on every aspect of the customer

journey. We are the largest independent digital performance marketing agency, with more than $1.5 billion

in ad spend managed across Amazon, Google and Facebook.

About Tinuiti

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Facebook Ads

July 2020

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Triopoly Series: Facebook Ads Benchmark Report

PREFACE

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Preface:

A Look at July 2020

26% of Tinuiti Facebook advertisers paused in support of the ads boycott for the entire month, with 36% of

brands choosing to remain active on the platform for the entirety of July. Particularly with large platforms like

Facebook or Google, there are many advertisers that rely on these channels to message consumers, grow their

brands, and create direct response results.

In the tough economic environment many businesses face with regards to the pandemic, not all advertisers

were in a position to pause ads entirely on Facebook and its properties. Indeed, some advertisers who initially

paused at the start of July turned ads back on before the end of the month due to the impact to performance,

which can spread to other channels like search which typically receive a boost from social spending.

A much larger share of advertisers participated on Blackout Day, July 7, than for the entire month-long boycott,

as this presented an opportunity to show support for the social justice movement without incurring the more

Among advertisers that boycotted in July, 40% chose to spend more on paid search, while 24% increased

spend on paid social platforms other than Facebook and 24% increased display advertising. Some advertisers

divided the budget that would have gone to Facebook among multiple channels, such that they fall into

multiple buckets in the chart below.

8% of July boycotters still intend on spending at least some of the money on Facebook at a later date in 2020.

36% of boycotters did not have any plans to reallocate the budget that would have gone to Facebook in July at

the time of this report.

Tinuiti Facebook Advertisers

Share that Participated in the July 2020 Facebook Boycott Paused on Blackout DayDid Not Pause in JulyPaused for Full Month of July

26%64%

36%
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been preceded by the Cambridge Analytica scandal. It also likely won't be the last.

Other social networks will probably also endure scrutiny over time around editorial and privacy concerns, and

it's important to not be too heavily dependent on one platform for marketing and to gain exposure to other outlets.

Advertisers were already increasingly diversifying their paid social footprint, but recent events have accelerated

that expansion. Among those advertisers that reallocated July Facebook budget to other social networks,

Snapchat and Pinterest were the most commonly chosen platforms to receive new and/or additional budget as a

result of the boycott.

More than three out of four advertisers that paused for the full month of July reactivated campaigns at the

start of August.

While recent events haven't changed most advertisers' willingness to invest in Facebook in the long term, some

July boycotters are questioning their willingness to spend on Facebook even after August. How well Facebook

is able to respond to the demands of advertisers and the social justice groups that called for the boycott will

play heavily into how these brands choose to move forward.Tinuiti Facebook Advertisers Share that Participated in a Full-Month July Boycott by How They Realloc ated Budget Non-Facebook Paid SocialDId Not Reallocate BudgetPaid Search 40%
24%
36%

Facebook Later in the YearDisplay Advertising

24%
8%

Tinuiti Facebook Advertisers

Share that Participated in a Full-Month

July Boycott

Reactivated in August

Remained Paused in August

24%
76%
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Facebook Ads

Q2 2020

6

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source: anonymized Tinuiti advertiser data, 2020 7

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Average CPM falls significantly in July for advertisers that remained a ctive.

The mix of advertisers studied for Q2 is different than those that remained active in July, given the meaningful share

month of Q3, CPM dropped 30% year over year for Instagram and 36% for Facebook proper (excluding Instagram,

Messenger and the Audience Network), both steeper declines than what was observed in Q2. Pricing metrics can be

affected by many variables, but the boycott may have played a role in the July declines.

Devices running iOS account for 61%

of ad Impressions across Facebook properties. iPads and iPhones combined to account for 61% of all ad impressions across Facebook properties in Q2 2020, a slight uptick from 60% last Q2. The ad campaigns studied are predominantly targeted towards the United other geographic regions. Still, this gives an idea of how to launch in September 2020, could be. The update will result in users being presented with a prominent prompt allowing them to turn off tracking for any app advertising efforts for those users that choose to turn this tracking off. Apple's SKAdnetwork aims to provide advertisers with privacy-safe conversion tracking earnings call that the change will likely negatively impact the ability of app developers and others to grow using Facebook ads. The effects of the change will likely start manifesting in Q3 2020 performance but should be in close to full effect by the end of Q4 this year.Average CPM Y/Y Growth Facebook Excludes Instagram, Messenger, and Audience Network +40%
-40% 0% Q1

2019Q2Q3Q4Q1

2020July

InstagramFacebook

Q2 source: anonymized Tinuiti advertiser data, 2020 -30% -36%

Facebook Ad Impression Share

Attributed to iOS Devices

Includes Instagram, Messenger, and Audience Network

Total iOSiPhoneiPad

20202019

60%
57%
3% 3%58% 61%
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source: anonymized Tinuiti advertiser data, 2020 source: anonymized Tinuiti advertiser data, 2020 8

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Facebook Proper Spend Share by Ad Placement

Excluding Instagram, Messenger, and Audience Network 100%
0% 50%

20192020

source: anonymized Tinuiti advertiser data, 2020

Right-Hand ColumnFeed

94.5%
1.9% Feed and right-hand column ad share of Facebook spend slips downward.

After long accounting for the lion's share of Facebook proper ad spend, the Facebook feed is beginning to slip in spend

share, going from 95% in Q2 2019 to 92% in 2020. Ads featured in the right-hand column, which does not show on

mobile devices, also declined, going from 1.9% of spend to 1.4% year over year. While historically the right-hand column

has accounted for the second most spend share of any Facebook placement, that designation went to Marketplace

placements in Q2 2020. Marketplace, Video and Stories placements all pick up Facebook spend sha re year over year. All Facebook placements outside of those on the right-hand column and in the feed grew in spend share year over year.

Marketplace placements now account for the second-most ad spend of any Facebook placement, going from 1.7% of

spend last year to 2.6% this year. In-Stream Video and Video Feeds placements went from accounting for 1.4% of spend

last Q2 to 2.2% this year, and Facebook stories share more than quadrupled in growing from 0.3% to 1.2%. Made available

to all advertisers in October 2019, Facebook search placements are starting to gain some impressions but still accounted

for only a tiny percentage of spend for the quarter.

Facebook Proper Spend Share by Ad Placement

Excluding Instagram, Messenger, and Audience Network source: anonymized Tinuiti advertiser data, 2020 91.8%
1.4% 3.0% 0% 1.5%

20192020

MarketplaceVideo FeedsFacebook StoriesSearch

In-Stream VideoInstant Article

1.7%2.6%

0.8% 1.2% 0.3% 0.6% 0.2%

0%1.2%

1.0% 0.6% 0.3% 9

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source: anonymized Tinuiti advertiser data, 2020 source: anonymized Tinuiti advertiser data, 2020 source: anonymized Tinuiti advertiser data, 2020 9

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The Facebook feed tops all

other Facebook placements in

CPM and CTR.

All placements on Facebook except for

Facebook Stories produced a CPM that was

at least 63% lower than the Facebook feed for the median advertiser in Q2 2020, and all placements without exception produced a CTR at least 38% lower. Newly added placements typically see a larger gap in CPM and CPC compared to the feed, and that appears to be the case with more recently launched search results inventory, which saw the largest CPC and CPM gaps relative to the feed.

Newly launched Explore

inventory pricing is significantly below that of Instagram's feed.

Much like in the case of Facebook search

compared to the Facebook feed, Explore tab ad placements launched in 2019 produced a CPM and CPC more than 70% below that of the Instagram Feed in Q2 for the median

Instagram advertiser. By comparison, Stories

ads CPC was just 16% lower than the feed, and Stories ads are now fairly mature after growing in Instagram spend share over the last couple of years.

The Explore tab now accounts

for 3% of all Instagram spend as

Stories and Feed shares slip.

While still a very small part of overall Facebook

investment, Instagram Explore tab inventory, which was only just announced in mid-2019, is starting to grow in importance and in Q2 2020 was up to 3% of all Instagram spend. Stories spend share has declined from the high of 37% observed in Q4 2019, but still accounted for 1/3 of all Instagram investment. Feed placements continue to account for the lion's share of ad spend on Instagram. -50% Facebook Placement Performance Relative to Facebook Feed Median Advertiser - Excludes Instagram, Messenger, and Audience Network

Facebook

StoriesInstant

Article

-34% source: anonymized Tinuiti advertiser data, 2020 +50%
-100%

CPMCTRCPC

In-Stream

VideoMarket-

placeRight-Hand

ColumnSearch

Facebook

Feed Video Feeds -41%+9% -79% -62% -63%-63% -77% -86% -93%-68% -50%-28% -55% -43%+42% -91% -38% -84% -49% -41% source: anonymized Tinuiti advertiser data, 2020 Instagram Placement Performance Relative to Instagram Feed Median Advertiser - Excludes Instagram, Messenger, and Audience Network -40%

Stories

-80%

CPMCTRCPC

Explore

Instagram

Feed -47%-41%-16% -77%+3% -76%

Instagram Spend Share by Ad Placement

by Quarter Q1

2018Q2Q4

source: anonymized Tinuiti advertiser data, 2020 Q3 100%
50%
Q1

2019Q2Q4Q3Q1

2020Q2

StoriesFeedExplore

64%
33%
3% 10

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source: anonymized Tinuiti advertiser data, 2020 source: anonymized Tinuiti advertiser data, 2020 source: anonymized Tinuiti advertiser data, 2020 10

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Instagram and Audience

Network spend shares are up Y/Y.

The share of total, same-store Facebook spend

going to Instagram ads grew from 20% in Q2 2019 to 23% in Q2 2020, with a corresponding decline in the share of spend going to ads on Facebook proper from 78% to 75% over the same time frame. Audience Network spend share edged up slightly from 1.5% to 1.8% despite Facebook's move to eliminate mobile web placements from the Audience Network in April 2020. Messenger ads accounted for just 0.1% of spend on Facebook properties in Q2 2020.

Desktop share of Facebook ad

impressions returns to pre-COVID levels.

Desktop share of Facebook ad impressions went

2020 up to 21% in April, seemingly as a result of

more restricted movement and work from home trends driving up desktop social media usage.

The surge in desktop impressions was short-

lived, however, and fell back to 16% in May before dropping to 12% in June. Mobile continues to account for more than 90% of Facebook ad spend.

There's been no movement in

share of mobile ad impressions between the Facebook app and mobile web.

The vast majority of mobile Facebook users

access the social network via the app, with 96% of all mobile ad impressions attributed to the app and just 4% coming from the mobile web. These shares remained roughly unchanged throughout as a whole did slip in terms of total Facebook impression share in April with users increasingly logging on from home.Facebook Spend Share by Property source: anonymized Tinuiti advertiser data, 2020

FacebookInstagramAudience Network

100%
0% 50%

Q2 2019Q2 2020

Messenger

78%75%

20% 23%

2%2%0.3%0.1%

Desktop Share of Facebook Ad Impressions

Excluding Instagram, Messenger, and Audience Network

JanuaryJune

source: anonymized Tinuiti advertiser data, 2020

February

30%

MarchAprilMay

15% 0% 12%

Share of Facebook Mobile Ad Impressions

Excluding Instagram, Messenger, and Audience Network source: anonymized Tinuiti advertiser data, 2020 100%
0% 50%

Mobile AppMobile Web

JanuaryJuneFebruaryMarchAprilMay

96%
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