Faced with the health crisis that prevails in the world right now, one of the items that is expected to be particularly affected is that related to commercial communication, marketing and advertising . Facebook seems to be the first example of this prediction. The phone number list at least partial paralysis of the economy has led large brands to curb their investments and actions in advertising, which by definition means a drop in budgets in that segment. Estimates from eMarketer, valid as of March 6, when the virus had not yet reached the levels we now know, indicated that worldwide advertising investment would reach 691.7 billion dollars this year.
A figure that would be 7 percent higher to the budget recorded during 2019. Although the figure marks an upward trend, the reality is that it is a lower figure than what was projected at the beginning of the year, when the number around the phone number list advertising budget reached 712 thousand 002 million dollars ; that is, 7.4 percent more than during 2019. Given the outbreak that has spread rapidly and has left in its wake a significant brake on the value chain, many specialists indicated that digital could be one of the big winners in terms of advertising given the benefits that spaces such as social networks represent for communicating and spread messages with great reach. However, a recent study signed by Socialbakers indicates the opposite, at least as far as Facebook's advertising business is concerned.
The conclusions of the study indicate that with the spread of the pandemic, paid advertising on the world's largest social network suffered a considerable drop, which could worsen in the following months. In particular, the phone number list advertising business of Mark Zuckerberg's platform has contracted around the world, especially in recent weeks in North America. In the United States, it is estimated that between last December and mid-March, the advertising investments destined for Facebook fell 50 percent , while the cost per click (CPC) saw its price decrease by 0.32 percent , after being located at the end of 2019 at 0.94 dollars. The trend is just as worrying in other regions. West of the European continent, the value of the CPC fell from $0.43 in December to $0.20 in recent weeks.