By Jeff Horwitz and Suzanne Vranica
Facebook Inc. said usage of its products was skyrocketing
because of the coronavirus pandemic but warned that increased
activity wouldn't shield the company from the online-advertising
pullback roiling Silicon Valley and Madison Avenue alike.
In a post on Tuesday afternoon, Facebook said total messaging
across the platform's services has increased 50% in countries hit
hard by the virus, with video messaging more than doubling. In
Italy, which has undertaken some of the strictest restrictions on
public life of any country outside China, group video calling is up
by more than 1000% from a month ago and usage of all Facebook apps
is up 70%.
Facebook also owns Instagram as well as the popular messaging
service WhatsApp.
The company said the higher usage wouldn't protect it from
expected declines in digital advertising across the globe.
"We don't monetize many of the services where we're seeing
increased engagement, and we've seen a weakening in our ads
business in countries taking aggressive actions to reduce the
spread of COVID-19," wrote Alex Schultz, Facebook's vice president
of analytics, and Jay Parikh, vice president of engineering.
The company didn't provide official earnings guidance, but the
executives said "our business is being adversely affected like so
many others around the world."
Facebook's detailed steps the company is taking to increase
capacity and reduce the strain that heightened video- and
calling-traffic puts on communications structure. The announcement
is in keeping with others by advertising-based tech platforms and
media of reduced financial targets.
Twitter Inc. on Monday said its financial performance would fall
short this quarter as a result of the pandemic.
Google parent Alphabet Inc. is also in a perilous spot. Alphabet
makes almost all of its money from online advertising in areas like
search, maps and video, and its biggest clients seem sure to pull
back. In one early warning sign, travel conglomerate Booking
Holdings Inc. -- one of the world's biggest online advertisers --
said Monday it would "dramatically" pare back its marketing
costs.
Google has also pinned its future on making more from
advertising connected to "real-world" queries, such as turn-by-turn
direction searches and as a paid go-between for individuals looking
to find local businesses like plumbers. Many consumers, however,
are now confined to their homes.
Alphabet doesn't give guidance on coming earnings, and a
spokesman didn't respond to a request for comment.
"Marketers are cutting spend across the board," analysts at RBC
Capital Markets wrote Monday. "Want another datapoint? Type 'Las
Vegas Hotels' in your Google search bar. We're seeing 0 paid ads.
Can't ever recall seeing that."
As companies begin to pull back on advertising spending because
of the coronavirus pandemic and growing economic uncertainty,
digital and local media companies are more vulnerable to such
retrenchment in the short-term, ad buyers said.
Unlike national television ads, which are often purchased many
months in advance and are harder to cancel, most digital ad buys
can be canceled within days, buyers and industry analysts say.
"If you're Marriott, you don't get to cut your budget to TV,"
said Laura Martin, a senior analyst for Needham & Company.
"Where you can cut immediately is digital."
Indeed, the New York Times was among the first companies to warn
that the virus was causing an ad slowdown. The company cut its
first-quarter advertising-revenue forecast at the beginning of
March, citing a slowdown in international and domestic ad bookings
because of uncertainty and anxiety about the virus.
Another issue facing publishers and digital media companies,
such as Facebook and Twitter, is that some advertisers are trying
to avoid news content that has turned even more negative amid the
spread of the coronavirus.
Many companies "are leery of news outlets and social media sites
because there is so much negative content right now," said one ad
buyer.
Brands have been burned several times in recent years when their
ads have appeared next to inappropriate or offensive content,
including fabricated news or racist content.
Categories of digital advertising at the highest risk include
staples for Facebook: Travel, entertainment, retail and consumer
packaged goods account for 45% of mobile advertising, said Ms.
Martin, and broadly equate to Facebook's revenue.
Under normal circumstances, the increased time that cooped-up
Facebook and Instagram users spend on the platform would allow the
company to profit from selling more advertising inventory. But the
increased usage that the company has noted is paired with decreased
advertising demand, meaning that auction prices for Facebook ads
would likely plummet unless the company chooses to restrict the
supply.
With fewer advertisers competing for Facebook users' attention,
each impression would be worth less across the board, unless the
company chooses to cut back on the number of ads shown.
How Facebook would address its increased supply and reduced
demand isn't clear, Ms. Martin said, given a choice between selling
more advertising at lower rates or trying to maintain prices but
running fewer ads overall.
Facebook's stock is down 28% year to date, slightly more than
the Nasdaq index but slightly less than the S&P 500.
Reductions in advertiser demand could also affect the content
creators that have built audiences on the platform. Klear, which
provides analytics for Instagram influencer marketing, said Tuesday
that the number of Instagram stories posted and engagement per post
were both up sharply over the past week. However, Klear found, the
number of sponsored posts labeled with #ad dropped by 25%.
Rob Copeland contributed to this article.
Write to Jeff Horwitz at Jeff.Horwitz@wsj.com and Suzanne
Vranica at suzanne.vranica@wsj.com
(END) Dow Jones Newswires
March 24, 2020 18:21 ET (22:21 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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