Covid 19 Global Report 2020

Social Advertising in the Covid-19 Landscape
How Brands Should Navigate Social

Advertising After COVID-19
Global Report - May 2020
1
Intro-
duction
The coronavirus pandemic has changed the world as we
know it, and brands have had to reevaluate current work
structures, budgets, and strategies. While there isn’t a
playbook for our current situation, companies realize that
they need a new approach to their marketing activities.
To better understand how customers are viewing social

advertising in these times at Smartly.io, we asked 5000
consumers globally what they like to see on social
media and how social advertising impacts the way they
view brands. We hope that our findings help brands
to navigate the social advertising landscape and to
thoughtfully connect with consumers.
2
Table
Of Contents
04 Executive Summary
05 The Social Advertising Landscape

in Turmoil
15 Unusual Times Require Careful

Messaging
21 Not All Industries Are Created

Equal
32 New Demographics Are

Embracing Online
37 Future Is Digital, Faster Than

You Think
3
Executive Summary
The social advertising landscape turmoil, caused by the COVID-19 pandemic,
has calmed down but the world is not the same as a result. Both ad
performance and consumer behavior have shifted, and understanding these
shifts will be key to succeeding in social advertising in the coming months.
The price of social advertising came down dramatically in March, due to

increased user engagement and brands pulling their spend. While it has
been hard to advertise in this new environment, ad performance has actually
been improved in many industries as a result of consumers engaging more
and brands finding ways to be relevant in their ad creatives.
Consumers in the US are more sceptical to social ads than in Europe and
Asia. Especially in Asia, all age groups embrace digital services and social
shopping. Europe is a mixed bag with vast differences between markets -
Italy and Spain, maybe worst affected by the pandemic, show very different
consumer behavior across the board.
Shopping based on social ads has increased during the pandemic.

Consumers are open to receiving messages now also again on sale items
and products, as the initial shock of the pandemic, seems to have been
wearing off.
Winning advertisers will keep monitoring consumer behavior closely and

adapt their advertising channels and messages accordingly. This new normal
for social advertising gives a lot of opportunities for brands that are fast to
adapt but also opens doors to new advertisers that are only now finding that
they can reach consumers on social during these times.
4
1 The Social
The
Advertising
Advertising
Landscape
In Turmoil
As with most advertising, social advertising came to
a grinding halt in March of 2020. The coronavirus
pandemic that had started weeks earlier was causing
economic instability. Most advertisers felt the best option
was to push the breaks completely, as the situation
caused too many uncertainties. Advertising spend
flowing through the biggest social media platforms fell in
some cases by almost a third.
Simultaneously, people’s lives were thrown into chaos

as social distancing was advised, and curfews and
quarantines were put into place. This led to both
increased screen time as well as increased use of social
media. In a very short period of time, advertisers had to
figure out how to navigate in an entirely new landscape.
5
1 The Social Advertising Landscape In Turmoil
Cost of Advertising
Changed, so Did the
Advertisers’ Results
As advertisers pulled their spend, E-commerce was struggling with
they decreased competition on supply issues. Travel advertisers
auction-based ad platforms. At the had nothing to advertise in a
same time, users were flocking to world that was locked down. On
these platforms users were flocking the other hand, some industries
to the same platforms to connect saw their demand sky-rocket:
with friends, get information, gaming, online education, and
and entertain themselves. The entertainment advertisers saw
results? The metrics that are used their CPM rising.
to measure advertising efficiency
were suddenly acting as erratically Looking back, it is clear that the
as the stock market. end of March and the first weeks
of April were exceptionally cost-
Cost per Mille (CPM), the most efficient - to those brands that
common way to measure were still advertising. As a result,
advertising prices, fell in concert consumers report seeing more
with the decreased ad spend ads from brands they have never
and increased ad usage. In some purchased from before.
industries, the cost of advertising
was cut in half over the course of
three weeks.
6
Especially in countries where the lockdown measures have been very

strict, like Italy and Spain, consumers have spent more time online and
discovered new brands as a result.
During the pandemic, have you seen ads from brands you haven’t
purchased before?
10%
16% 14%
18%
24% 26% 24% 25% 24%
29% 31% 31%
16%
16% 15%
13%
21% 21%
25% 30% 32%
26% 25%
34%
70% 74%
69% 69%
54% 54%
50%
46% 44%
43% 44%
37%
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Yes No Unsure
7
1 The Social Advertising Landscape In Turmoil
Different Countries
in Different Situations
Consumers also seem to be The travel industry is the one
engaging with social media exception to the rule. As an early
differently in different parts of the indicator, CPM prices for travel
world. As the coronavirus pandemic brands started trending down in
was sweeping through Asian Asia already at the end of January.
countries in the beginning, it had Europe followed at the beginning
little effect on social advertising. of February and then the US at the
Once it was clear that Europe and beginning of March.
the US would be affected too, CPM
curved downwards.
8
Consumers Are Ready to Engage with Ads

During the Pandemic
Using social media and spending the pandemic has had the biggest
more time online in general, has impact and the most dramatic
made consumers more open to lockdown measures.
engaging with ads during this
unusual time. However, even in Sweden, where
the country has stayed relatively
Based on the survey, consumers open, 38% of consumers report that
seem to be the most open to they are more likely to engage with
engaging with advertising on social media ads now than before
social media, in markets where the pandemic.
The pandemic has made me more open to engaging with ads

on social media
Australia 39%
Sweden 38%
France 50%
Germany 52%
Italy 63%
Japan 56%
Netherlands 33%
Spain 67%
Singapore 62%
India 92%
UK 45%
USA 38%
9
59%
of consumers globally say
that spending time with
family and friends is the
no. 1 reason for them to
use social media now.
Why have you used social media during the pandemic?
I’m bored
40% It gives me an enjoyable

distraction
59%
Social media is part of my
work
I feel it is the best way to

stay up to date with
43% covid-19 news
14%
I use it to look for a new job
as a result of covid-19 impact
36% 16% I use it to connect with

friends and family
10
Ad Performance Has Improved for Digital Services
From an advertiser’s point of ad efficiency skyrocket already in

view, the crisis has been difficult March, continuing through April.
to navigate. Market and industry- Cost per action (CPA) for site visits,
specific differences and changes store conversions, or app installs
in consumer behavior affect the were suddenly cheaper than ever.
performance of social advertising.
While advertising has slowly been
Surprisingly, the most significant bouncing back throughout April
changes in ad performance and the beginning of May, we are
have been positive. Many digital still nowhere near a pre-pandemic
disruptor brands like apps, normal in terms of CPM, CPA, or
online entertainment services, other social advertising norms.
and e-commerce providers that
were able to pivot to an offering
relevant in a new world, saw their
11
Facebook Is Globally the Consumers’ First Choice
Social media platforms reported We asked consumers, what is their

massive growth in usage in March. number one go-to platform on social
Facebook said the use of their media during the pandemic.
messaging tools surged, especially
in countries on lockdown, and Facebook dominates the playing
Pinterest shared that engagement field in all categories. The fact that
on the platform was record-high. people use social media now also
More emerging platforms like to interact with friends and family,
Snapchat and TikTok got their share not just entertain themselves, has
of the growth too. skewed the results somewhat.
Social Media Platform of Choice
18-24 25-34 35-44 45-54 55-64
Facebook 22% 42% 56% 54% 59%
Instagram 36% 23% 12% 8% 5%
Twitter 11% 14% 10% 10% 6%
LinkedIn 1% 3% 3% 4% 4%
Snapchat 8% 2% 2% 2% 1%
TikTok 6% 2% 1% 1% 1%
Pinterest 1% 1% 2% 1% 2%
YouTube 18% 13% 15% 18% 22%
12
Ad Types That Consumers

Want to See Vary All
Around the World
In most markets, consumers don’t

seem to have a preference over
video to still images. And then
again, in markets like France, the
difference in preference is startling
with 43% of consumers preferring
video ads, but only 18% still images.
It is, however, important to

remember that the format
consumers say they prefer does
not necessarily drive the best
performance. To advertise smartly,
balance consumer preferences,
43%
43%
and platform usage habits to your
ad creatives.
Advertising in messaging apps

of French consumers
or chatbots is the one outlier that
seems to divide opinions globally. It prefer to see video
is somewhat surprising that the US ads instead of still
is the market where consumers are
least open to receiving ads over
images.
messaging apps. Italians are almost
four times more open to this idea!
13
What type of ad are you most open to receiving right now?
5%
7% 11%
11%
5% 6%
6% 6%
9% 11%
6%
12% 7%
3%
16% 19%
7% 14% 13% 3%
14% 11%
11%
14%
45%
30%
34%
24%
34%
28%
32%
38% 41%
41%
26%
43%
43%
39%
37%
33% 36% 34%
31%
29%
26%
24%
22%
18%
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Photo Carousel Video Stories Ad Messaging Ad
14
2 Unusual
Unusual
Times Require
Times Require
Careful
Messaging
In a constantly changing situation that develops in
unexpected ways, what should brands say to their
customers?
As this pandemic has proved, the answer is rarely to say

nothing at all. During the early chaotic days, consumers
focused on sourcing essentials such as food, sanitizing
products, and protective equipment, and discovered these
brands through social channels.
As lockdown developed, brands have supported

consumers by offering products and services that helped
them with their new lifestyles. Support and relevant
messaging are still paramount, but brands are also starting
to use messaging for life after lockdown.
15
2 Unusual Times Require Careful Messaging
People
Want Help
Preparing for
Normalcy
Just over one-third of consumers
have wanted brands to focus on
appropriate messaging - advising
consumers on how to stay safe Philanthropy efforts are valued by
when using products and services close to 1/3 of all those surveyed.
during the lockdown. However, However, this stage of the lockdown
rather than being opposed to appears to be characterized on a
social advertising, more than high level by brands and consumers
4 in 10 consumers polled in most looking forward to resuming normal
markets have valued ads that offer service. It is important to note that
products and services appropriate regions like Singapore are much
for lockdown lifestyle. further down the lockdown road
than many European markets,
so aside from regional market
differences, customer sentiment
and needs are likely to be at
different stages of development in
different places.
16
How would you like to see brands react to the pandemic in their social ads?
8% Address the situation by appropriate messages

like social distancing advice
34%
Offer products that are useful in a stay-at-home
32% economy
Stop advertising completely
Use their ads to do philanthropy, eg. help

communities or individuals impacted by the
16% pandemic
44%
Other
French Least Eager to See Ads, Singaporeans

Want Brands to React
Across all markets polled, there two months, leads the pack
are clearly more consumers who in terms of receptiveness to
want to see advertising relevant social advertising. Only 7% of
to their situation than those who Singaporeans polled believed
wish advertising to stop. People advertising should stop.
who come to social media for
connection and community are On the other hand, less than a third
most likely in a headspace where of French consumers want brands
they are more accepting of ads that to take action - and nearly a quarter
address a need in their life. wish for all advertising to stop. In
general, the EU and US seem more
Singapore, a highly digital society cautious than Asia when it comes
that has been on lockdown for to social advertising.
17
How should brands react to the pandemic in their advertising?
Offer relevant products 74%

70%
Stop advertising
53%
49% 51%
49% 48% 48%
46%
40%
32%
23% 23% 22%

21%
18%
15% 14%
13% 12% 13%
7%
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2 Unusual Times Require Careful Messaging
The World Wants to

Know How to Return
to Normal Safely
Over the next 30 days, market
differences - and cultural
preferences - will drive the
messages consumers want to
hear. Even so, the consumer Consumers in many markets want
preference for messaging in every guidance on how to start using
market we polled was for products the products and services they
and services designed to help purchased before lockdown once
people cope with the effects of more. From gyms and stores to
lockdown. This doesn’t just apply ride-sharing and restaurants,
to things like remote working and people want to know how they can
homeschooling, but also things like regain some of what they lost and
social distancing when working out stay safe.
of the house and new ways to get
the goods you need. Interestingly, in countries where
the public is pushing for eased
lockdown restrictions like the US,
Sweden and Japan, consumers
prefer messaging that helps them
getting back to normal as soon as
possible.
19
In the next 30 days, what do you expect brands to show

in their advertising?
UK
Spain
Singapore
Germany
Italy
Japan
Sweden
France
USA
Netherlands
Australia
India
0% 20% 40% 60%
Guidance on how to start using products and New products and services developed to help cope
services again with the lockdown
Returning back to normal, but adjusting advertising Returning back to normal, advertising as before
message to the situation the pandemic
US consumer sentiment is shifting
35 Address the situation

by approriate messaging
30
25 Use the ad space

for philantrophy
20
Offer products that
15 are relevant now
March April May
20
3 Not All
Not All
Industries Are
Industries Are
Created Equal
48% of consumers globally have made purchases based
on social ads over the past 30 days. These purchases have
been heavily skewed towards fashion, retail, wellness, and
entertainment. Industries that rely on freedom to move such
as travel, tourism, and ride-sharing continue to be heavily
impacted by the lockdown.
Yet the world is starting to move once again, and
consumers are beginning to consider how they can safely
enjoy the same services and experiences they once did. For
some industries, this means converting offerings to digital
channels, while other industries are altering their supply
chain infrastructure to cope with increased e-commerce
activity.
Fully digital industries like gaming and entertainment have

either seen a resurgence or have continued much as
before, with established, devoted consumer bases that are
comfortable consuming online.
21
3 Not All Industries Are Created Equal
Consumers Are Making

More Purchases Through
Social Than Ever Before
Purchases made through social ads through social ads within the past
over the last 30 days are up across month in each market. All three
all markets. India, Italy, and Spain countries are at different stages
are clearly ahead of the pack, with of particularly restrictive lockdown
73%, 71%, and 66% of consumers periods where social distancing has
respectively making purchases been strictly enforced.
I have purchased something based on social ads in the past 30 days

India 73%
Italy 71%
Spain 66%
France 52%
Singapore 50%
Germany 49%
Sweden 44%
UK 38%
Japan 37%
Netherlands 35%
Australia 31%
USA 31%
22
Spending Limits for

Social Purchases Are
More Clearly Defined In
Digital Societies
At 8 and 10%, respectively,
31%
Singapore and India have by far the
lowest number of consumers who
did not place a limit on spending
through social advertising. This
may be for a couple of reasons: of US consumers have
consumers in both markets
purchased something
are comfortable performing
e-commerce transactions, and they based on social ads in
may already have a good idea of the past 30 days.
what they are - and aren’t - willing
to spend through social platforms.
It may be the case that consumers in markets like Australia and the
Netherlands have not performed enough online transactions to have
an opinion on what their upper spend limit may be. Even so, consumers
in Singapore and India are clearly prepared to make more expensive
purchases through social advertising.
23
What is your spending limit to purchasing items seen in social ads?
8% 10%
21% 23%
24% 24% 4%
5%
30% 32% 31% 28%
34% 2% 35%
11% 3%
5% 7% 3% 5% 21%
3% 1%
1% 9%
9% 7% 7%
6%
7% 19% 9% 31% 5% 7%
9%
7% 19%
19% 18%
12% 23%
14% 14%
14% 27%
17%
28%
20%
25% 28% 27%
30% 30% 26%
28% 35% 20%
26%
23% 24%
21%
16% 16% 18% 17%
14% 14% 13%
10% 10%
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Under $10 $11-$50 $51-$100 $101-$250 $251-$500 No limit
24
Fashion and Beauty on

Top of Consumers’ Minds
In nearly every market, fashion
48%
products take precedence as
the items consumers are most
prepared to purchase over the
next 30 days. The UK, US, and the
Netherlands stand out as markets of UK consumers are
with consumers primed for fashion
purchases - yet electronics
open to shopping
purchases are the preferred fashion based on
consumer choices in Italy and social ads.
Spain - markets that have endured
restrictive lockdowns.
Italy and India are the only

two markets where more than
20% of consumers are open to
making furniture and home decor
purchases. Yet that number stays
relatively steady in all markets,
with one in six or five consumers
willing to consider this category in
this work-from-home world.
25
What type of product would you be most open to purchasing via social
media in the next 30 days?
29% 34% 33% 34% 35%

27% 30% 36%
31%
21%
23%
15% 17% 17% 17%
13%
Japan Australia France Sweden
49% 40%
37% 37% 38%
35%
32%
37% 37%
26%
22% 21%
21%
15% 14% 13%
Italy Singapore Germany USA
59%
47% 48%
42% 42% 49%
36% 43%
30%
28%
26% 26% 31%
18%
15%
11%
Netherlands Spain UK India
Fashion Beauty Furniture or home decor Electronics
26
Price Offers and Sale

Items Key During
Economic Uncertainty
With most markets now in What type of ads would you like to
recession and unemployment see from eCommerce sites?
elevated, it is not surprising that
more than half of consumers are
looking for value in the purchases 14%
they plan to make.
While 44% of consumers polled 31% 57%

want relevant ads that focus
on seasonal products, 57% are
looking for price offers and sales
items. Just over 3 in 10 consumers
value user/influencer generated 44%
content when looking for
inspiration on how to handle living
Price offers and sale items
under lockdown.
Relevant and seasonal products
User or influencer generated content

for ideas
I think eCommerce sites shouldn't

advertise right now
27
Shopping for Groceries

Through Social Varies
Widely
Around two-thirds of consumers Sweden, Spain, Germany, and
in Singapore, India, the US, and the Netherlands are most open
Japan would be most open to to purchasing groceries through
making grocery purchases through social advertising. Supply chain
social ads over the next 30 days. maturity and robustness, lockdown
France, Australia, and the UK fall restrictions, mobility, and digital
in the 30-40% range, while around maturity are all factors that affect
one-fifth of consumers in Italy, consumer openness in each market.
Most open to purchasing groceries via social media over the next 30 days
68% 68%
62% 63%
39% 39%
30%
20% 21% 21% 21% 21%
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More Than Half of Indian

Consumers Open to
Buy Digital Goods and
Services
Less than one-third of consumers in most markets would prioritize the
purchasing of digital goods and services through social media. In India, the
clear exception, more than half of polled consumers would be most open
to making digital goods and services purchases in the next 30 days.
Most open to purchasing digital goods and services via social media
over the next 30 days?
52%
31% 32% 33%

26% 28%
25%
23% 23%
19% 20%
17%
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29
Gamers Open to Ads

With Special Offers
Consumer preferences for gaming ads seem to be pretty evenly spread
across price offers, special offers related to the Coronavirus situation, and
new content and ideas. There is no clear preference for the types of ads
they want to see, as long as they bring value through lower pricing, new
content, and new offers.
What type of ads would you like to see from gaming and online
entertainment?
18% Price offers and sale items on

regular inventory
43%
Special offers related to the
coronavirus situation
44% Ideas what to do now, new product

and service launches and titles
I think gaming and online

entertainment sites shouldn't
45% advertise right now
30
Consumers Want to Know

They Will Be Protected
When Making Travel Plans
Aside from Australia and Sweden, unresolved, consumers in most
where high percentages of countries want to know there is
consumers feel travel brands a clear way to resolve any travel
should not be advertising, there is issues that may occur when future
a clear preference for ads offering trips are booked. It does seem that
flexible rates and cancellation countries that are heavily impacted
terms for future trips. With so by the disruption to tourism are
many travel plans left in limbo also more open as consumers to
and many cancellation cases left receive travel-related ads.
What type of ads would you like to see from travel brands?
Customer service Feel-good reminiscence Flexible rates and cancellation I think travel brands shouldn't
announcements of past trips terms for future trips advertise right now
60%
52%
48%
37% 43%
40% 39%
34%
30%
35%
32% 31% 32% 31%
29%
26% 24%
23% 22% 30%
20% 21%
16%
Australia Sweden UK Spain Italy
31
4 New Demo-
New Demo-
graphics Are
graphics
Embracing
Online
The coronavirus pandemic has had an impact on how
different demographics use and engage social ads
and they have also as social ads have also found their
way to older demographics’ hearts. These age groups
seem to be open to see and engage with the ads they
see. The reasons for spending time on social media
vary. However, most age groups globally turn to social
media because they are bored or because they find it an
enjoyable distraction to the constant news updates.
In the US, 35% of people between the ages 18-24 would

like to see brands address the situation with appropriate
messaging, like social distancing in their social
advertising, whereas 28% of the age group 55-64 want
to see brands do philanthropy with their ads.
32
4 New Demographics Are Embracing Online
Consumers More Open

to Engaging with Social
Media Ads
The coronavirus pandemic has It comes as no surprise that
made people globally more younger demographics are no
open to engaging with ads on strangers to making purchases
social media. People above 55 from the ads they see on social
years old seem the most open media: 57% of US adults between
to engaging unconditionally with 18-24 say they have made a
social media ads. Still, the younger purchase from a social media ad.
demographics aren’t far behind as In comparison, the number is 56%
they also seem relatively receptive in Europe and Asia-Pacific.
to social media ads regardless
if the ads address the current
situation.
33
Has the coronavirus pandemic made you more open to engaging with
ads from brands on social media?
35%
34% 34%
33%
37% 32%
31%
29%
28% 32%
27% 27%
30%
25%
22%
13%
12%
11% 12%
10%
18-24 25-34 35-44 45-54 55+
Yes Yes, if the ad is addressing the situation No Unsure
In the last 30 days, have any of the social media ads you’ve encountered
spurred you to make a purchase online?
60%
Yes
55%
50%
45%
40%
18-24 25-34 35-44 45-54 55+
34
Although consumers above 55

years old seem to be open to
making purchases from social ads,
there are significant differences
between countries. In Italy, where
the population has been under
a strict lockdown, the majority
(61%) of 55+ has made a purchase
directly from a social ad. In contrast,
the number is considerably lower in 55+ consumers who have made a
Australia (13%). purchase online based on social
ads in the past 30 days
In the US, almost half (48%) of the
same age group has no spending
limit for purchasing items seen in 13%
social media ads, whereas only 24%
18%
one fifth (21%) of the same age
group in Europe and Asia-Pacific
says the same.
61% 43%
Australia
USA
Singapore
Italy
UK
35
4 New Demographics Are Embracing Online
What People Are Buying

per Age Group
Although clothing and groceries are popular in the younger and older
demographics, electronics and furniture are steady across demographics.
In Europe and Asia-Pacific, more than half of the population wants to see
both grocery stores and e-commerce sites mentioning price offers and
sale items in their social media ads.
What type of product would you be most open to purchasing via social
media in the next 30 days?
60%
Clothing
Groceries
40%
Electronics
Digital Services
20%
Furniture
0%
18-24 25-34 35-44 45-54 55+
36
5 The Future
The Future
Is All
Is All About
Digital
About
The coronavirus pandemic has changed how

consumers behave on digital and engage with
advertising. While the pandemic may go away, the
changes in behavior are more permanent. Many
consumers, especially in Europe, have made purchases
online for the first time ever. Hence, the shift to digital
shopping that was expected to occur over the next
decade is now likely to happen in half the time.
37
5 Future Is Digital, Faster Than You Think
Consumers Are Looking

for Deals and Offers
What should grocery stores advertise over the next month? Consumers
seem to be most receptive are most receptive to grocery ads over other
industries and willing to see especially price offers and sale items. Searching
for good deals has been on the rise also because a lot of consumers are
experiencing a tougher economic climate due to job uncertainty.
What type of ads would you like to see from grocery stores?
56%
54%
Price offers and sale items
43% Relevant and seasonal products
Safety information,
special opening hours etc.
I think grocery brands shouldn't

advertise right now
7%
38
Where Social Ad Spend

and Performance Is Going
While the worst decline in CPM Not all industries are in the same
has stopped and since the end of boat. Online entertainment,
March, prices have been on the gaming, and other COVID-19-
rise again, if the pace continues proof sectors are already seeing
the same, it will take multiple prices occasionally higher than the
months before we reach back beginning parts of the year. Other
January 2020 levels. industries, like retail and especially
groceries, are pivoting to digital
advertising so fast that the impact
will also show in the pricing of
advertising as demand keeps
spiking.
39
New Brands and

Categories Emerging
Digital services have made a During the pandemic, brands that
huge surge during the lockdown made a quick transition to offer
period. In addition to a lot of digital services and products that are
disruptors already changing the relevant and timely saw huge
landscape of how consumers success in ad performance and will
shop, now a lot of more traditional be able to translate that to more
companies are also pivoting to consistent brand advocacy.
digitalized service models that
are also changing the way they Going forward, the ability to adapt
approach consumer communication to changing consumer demands
and user acquisition. and find ways to reach consumers
in a targeted, personalized way will
be key in a post-pandemic world.
40
Why Partner
With Smartly.io?
Smartly.io automates every step of your social advertising to unlock
greater performance and creativity. We combine creative automation, ad
operations, and outstanding customer service to help 600+ brands scale
their results – not headcount.
INNOVATE FASTER
Access what‘s new before the competition.
MEASURABLE RESULTS AT SCALE

Watch your ROI soar.
EFFICIENCY THROUGH AUTOMATION

Wave goodbye to manual work.
EXTENSION OF YOUR TEAM

No tickets or waiting. We answer and solve fast.
CREATIVE AUTOMATION AND SERVICES

Personalized ads, better business.
41
AMSTERDAM M A DR I D
Mindspace Amsterdam Dam WeWork
Nieuwezijds Voorburgwal 162 Paseo de la Castellana 77
1012 SJ, Amsterdam 28046, Madrid
AUST IN N E W YO R K
WeWork 440 Park Avenue South -
316 W 12th St - 6th Floor 14th Floor
Austin, TX 78701 New York, 10016
BERL IN PA R I S
Schiffbauerdamm 12 Spaces Bonne Nouvelle
10117, Berlin 17-21 Rue Saint-Fiacre
75002, Paris
BUEN OS AIRE S
Torre Bellini Esmeralda SA N F R A N C I S C O
950 Capital Federal 580 Market Street
B, C10007, Buenos Aires Suite 200
San Francisco, CA 94104
DUBAI
Astro Labs Dubai S I N GA PO R E
Parkside Retail Level Cluster R One Raffles Place #34-03
JLT, Dubai Singapore, 048616
DUBL IN SY D N E Y
Dogpatch Labs 175 Pitt St - 15th Floor
The Chq Building, Custom House Quay, NSW, 2000
North Dock, Dublin
SÃO PAU LO
HELSI N K I Rua Prof. Atílio Innocenti
Postitalo 165 - Vila Nova Conceição
Elielinaukio 2G - 4th Floor São Paulo, SP 04538 - 000
00100, Helsinki
TO KYO
LON DON Business-Airport
Business Centre 3F SHIBUYA SOLASTA
2 Stephen Street 1-21-1 Dogenzaka Shibuya-ku
London, W1T 1AN Tokyo, 150-0043
42
Ready to Get
Started with
Started with
Smartly.io?
Click here for a demo of our
platform or speak with your
Customer Success Manager.
43

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Covid 19 Global Report 2020

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Social Advertising in the Covid-19 Landscape

How Brands Should Navigate Social

To better understand how customers are viewing social

05 The Social Advertising Landscape

15 Unusual Times Require Careful

21 Not All Industries Are Created

32 New Demographics Are

37 Future Is Digital, Faster Than

The price of social advertising came down dramatically in March, due to

Shopping based on social ads has increased during the pandemic.

Winning advertisers will keep monitoring consumer behavior closely and

Simultaneously, people’s lives were thrown into chaos

1 The Social Advertising Landscape In Turmoil

Especially in countries where the lockdown measures have been very

1 The Social Advertising Landscape In Turmoil

Consumers Are Ready to Engage with Ads

The pandemic has made me more open to engaging with ads

Why have you used social media during the pandemic?

40% It gives me an enjoyable

I feel it is the best way to

36% 16% I use it to connect with

Ad Performance Has Improved for Digital Services

From an advertiser’s point of ad efficiency skyrocket already in

Facebook Is Globally the Consumers’ First Choice

Social media platforms reported We asked consumers, what is their

Social Media Platform of Choice

18-24 25-34 35-44 45-54 55-64

Facebook 22% 42% 56% 54% 59%

Instagram 36% 23% 12% 8% 5%

Twitter 11% 14% 10% 10% 6%

YouTube 18% 13% 15% 18% 22%

Ad Types That Consumers

In most markets, consumers don’t

It is, however, important to

Advertising in messaging apps

What type of ad are you most open to receiving right now?

Photo Carousel Video Stories Ad Messaging Ad

As this pandemic has proved, the answer is rarely to say

As lockdown developed, brands have supported

2 Unusual Times Require Careful Messaging

8% Address the situation by appropriate messages

Stop advertising completely

Use their ads to do philanthropy, eg. help

French Least Eager to See Ads, Singaporeans

How should brands react to the pandemic in their advertising?

Offer relevant products 74%

23% 23% 22%

2 Unusual Times Require Careful Messaging

The World Wants to

In the next 30 days, what do you expect brands to show

0% 20% 40% 60%

US consumer sentiment is shifting

35 Address the situation

25 Use the ad space

Fully digital industries like gaming and entertainment have

3 Not All Industries Are Created Equal

Consumers Are Making

I have purchased something based on social ads in the past 30 days

3 Not All Industries Are Created Equal

Spending Limits for

What is your spending limit to purchasing items seen in social ads?

Under $10 $11-$50 $51-$100 $101-$250 $251-$500 No limit

3 Not All Industries Are Created Equal