Paid Advertising Requires Close Monitoring
Year 2020 was full of changes for paid advertising, and the effects will continue to be seen in next year also.
Initially, worldwide paid metrics like ad spend, CPC, and CPM saw dramatic increases during the quarter as many regions of the world started to normalize after the initial effects of the pandemic.
However, that increase was even greater in June before a pair of protests – #BlackoutTuesday and the Facebook ad boycott – made significant, if brief, impacts on overall paid advertising.
The ad boycott is expected to continue at least through July, and as such will have an ongoing impact beyond just the decrease at the end of 2020. It’s something that marketers, as well as social media platforms, have to account for and address in the coming month