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14 July 2022
Will Meta's growth finally stall?
Websites, online services, apps
Social media adspend overtook search spending at the start of the year, but problems are mounting for the biggest recipient of those social ad dollars, of which the economic downturn is just the latest.
Meta already faced challenges in dealing with the effects of Apple’s privacy update last year, while a string of negative media stories led to an advertiser boycott of Facebook in 2020. Despite all that its advertising business has continued to grow – until now. Analysts are expecting Meta to report zero growth in Q2, a novel position for a business that has experienced almost non-stop growth since it began monetising via advertising back in 2007.
With CEO Mark Zuckerberg seemingly focused on the metaverse, a new ad leadership team will need to restore growth by rebuilding Facebook’s ad infrastructure while also addressing reputational issues and an ageing user base.