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Plus, Facebook announces first members of board that handles problematic content.

May 08, 2020

Good morning Marketer, are you planning for what comes next?

We’re not quite out of the woods yet. But, despite the numerous unknowns and challenges brought on by the coronavirus pandemic, many agencies and advertisers are gearing up for the next phase.

A client from digital marketing agency Page Zero Media experienced fulfillment challenges and paused ads for seven weeks. The agency’s president Andrew Goodman said the company is starting to resume roughly 50% of its advertising. And while many say they are seeing CPMs rising on Facebook, Goodman expects the paid search ad auction to continue to be discounted for some time to come. “I would say for the next year, ad spend won’t keep up with advertiser revenue. There will be more ‘free’ traffic. ROI will, therefore, be higher,” he said.

The travel industry has been among the hardest hit, but several online travel agencies (OTAs) have resumed paid search advertising. Trivago and Booking Holdings’ Priceline and Booking.com are running paid search campaigns. Trip Advisor, AppleVacations, Omni Hotels, Norweigan Cruise Lines, Sandals Resorts are among the other travel businesses currently running ads on Google and Bing. And as we reported last week, the quarterly financial reports from Google, Facebook, Snap, and Amazon all indicated the worst might be behind us.

There’s more to read below, including a snapshot of Pinterest’s Q1 earnings and a look at the new Facebook board that can overrule Zuckerberg.

Taylor Peterson,
Deputy Editor

Social Shorts

Facebook’s new oversight board could veto Zuckerberg decisions, Pinterest sees record MAUs despite slowing ad spend

Who gets the final say at Facebook? The social giant this week announced the first members of its new ‘content oversight board’ – an initiative that began last year to address how the company handles problematic content. The new board has the ability to overrule CEO Mark Zuckerberg in terms of the “final and binding decisions on whether specific content should be allowed or removed from Facebook and Instagram,” according to the board’s website. Facebook said members were selected based on expertise and diversity to reflect the wide range of global viewpoints. As of now, the 20-person independent group includes former federal judge Michael McConnell, Nobel Peace Prize winner Tawakkol Karman, former Danish Prime Minister Helle Thorning-Schmidt, and several constitutional law experts and rights advocates – among others.

Pinterest Q1 2020 earnings highlights. In a call with investors this week, Pinterest said its first-quarter revenues reached $272 million this year – a 30% increase from the same period last year. Despite the positive number, Pinterest’s net loss grew by $100 million as advertisers pulled the brakes on campaigns due to the pandemic, which “had an impact on our business and the businesses of our advertisers,” CFO Todd Morgenfeld said. Even with ad spend slowing down, Pinterest saw global monthly active users (MAUs) increase by 26% to 367 million during the quarter with record levels of engagement.

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