My quest continues for a firm answer to the question... what is happening in the FB/IG auction? I know a lot of people out there (particularly the research analyst types) are trying to roughly gauge the impact on spend on the recent reporting & attribution changes. I set out to answer that question by looking at spend trends YTD for Thesis clients + other accounts I have access to as an advisor.
For this analysis, I looked at the combined spend by week of 161 unique ad accounts that spent in total $187m YTD. These ad accounts totaled roughly $97m in spend in Q1, which I believe (I really hope my math isn't wrong here) is roughly ~.4% of the $25.4 billion in ad revenue FB reported in the first quarter. My data is very much skewed to US focused companies and it's further skewed heavily to D2C, and lead gen/home services. For the record, I didn't attempt to control for the impact of holidays (ex: Father's Day) and I didn't weight the results in any way.
I fully appreciate that this is not a perfect data set but I think it's good enough to be somewhat representative of the D2C space at least. And so without further ado...
Spend peaked during the week of 4-18 to 4-24, which lines up pretty closely with the iOS14.5 release date which I believe was April 26. We've seen spend decrease a bit since that peak but it's still very much in line with the prior weeks of the year. This data is very far from a doomsday sort of scenario.
With the release of TikTok’s Creative Center, we’ve been taking a deep dive into the Top Ads section to find some trends in what is working on the platform. It’s a great resource for brainstorming new ad ideas for your ads.
At the suggestion of our Snapchat rep, we tested Snapchat's Lifestyle Categories that an account indexed strongly with to see how they performed relative to our standard broad targeting.