(Reuters) — Reports of the demise of the digital promoting market because of the coronavirus outbreak seem exaggerated because the tech giants dominating the net adverts enterprise, Google and Facebook, stated this week they noticed early indicators that the worst might be over. Their remarks countered Wall Street expectations of a devastation of the market as hard-hit manufacturers in journey and autos, historically large advert spenders, have pulled advertising and marketing {dollars} and as small companies, the lifeblood of massive tech corporations’ companies, have shut down.

At Google’s guardian, Alphabet, first-quarter whole income grew 13% from the earlier 12 months to $41.2 billion, whereas Facebook‘s ad sales rose 17% to $17.44 billion. They issued first-quarter results that factored in only two weeks of the widespread stay-at-home orders in the United States. But both companies also reassured investors that revenue for the first three weeks of April showed signs of stability, following lower revenue in March.

Alphabet, Facebook, and Snap credited direct response ads, or ads that solicit a direct action, such as clicking a link, using a coupon code or downloading mobile games, for propping up sales during the pandemic. Such ads help advertisers get the most for their money by encouraging immediate response from audiences and are easier to measure, since brands can see how many people clicked on a link or took an action after seeing the ad.

Brand advertising that is used to spread awareness and name recognition for a company, but whose effectiveness is often more difficult to measure, was harder hit. Alphabet said on Tuesday brand advertising declined on YouTube in mid-March, when the pandemic accelerated in the United States.

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Ad prices drop when marketers lower their spending and demand for digital ads decline, and direct response advertisers have been taking advantage of that, said David Campanelli, chief investment officer at ad agency Horizon Media. “This will likely continue through 2Q as we expect pricing to remain low for the foreseeable future,” he said.

Facebook executives said on Wednesday they expected direct response advertising to continue to drive ad sales and that the coronavirus pandemic only reinforced the importance of the strategy. Still, Facebook was cautious, given economists are forecasting a global downturn in the second quarter and “if history were a guide, would suggest the potential for an even more severe advertising industry contraction,” said David Wehner, Facebook’s chief monetary officer, throughout an earnings name.

Alphabet warned that the second quarter might be troublesome as a result of the early April traits could not maintain. Snap, which owns messaging app Snapchat, stated it will shift assets on its advert gross sales crew to serve direct response advertisers higher, because of the success of the class.

But Twitter alarmed traders on Thursday because it pointed to a 27% decline in advert income as an indication of what the corporate has seen up to now in April. Twitter’s advert enterprise is closely event-driven and “the suspension of major sporting leagues in March will have hurt its bottom line and will continue to do so as long as social distancing and stay-at-home measures remain in place,” stated Jasmine Enberg, senior analyst at analysis agency eMarketer.