Have CPMs gone up this vacation season?
Meta advertisers typically see CPM prices enhance throughout the holidays. That is very true throughout the week of Black Friday and Cyber Monday when competitors is at its highest.
However whereas that enhance was vital and automated in years previous, it hasn’t all the time occurred lately. What about 2024?
The Outcomes
I exploit a useful resource referred to as the Inside Advertising and marketing Pulse to verify this. They supply knowledge based mostly on promoting by their purchasers, which generate $5 Billion in ecommerce income.
One in every of their charts reveals that each Fb and Instagram CPM went up starting with the ultimate week of November.
- Instagram CPM up 65% yr over yr on December 1st
- Fb CPM up 38% yr over yr on December 2nd
These will increase are partly as a result of the vacation falls on completely different days than a yr in the past, however not solely.
One other chart reveals the common CPM elevated from $7 on November eighth to about $15 on December third.
Whereas these will increase aren’t what we noticed years in the past when CPM would triple and even quadruple, these prices are clearly up.
Getting Outcomes
In fact, an elevated CPM doesn’t imply you may’t get good outcomes. The explanation that value is rising is as a result of there are extra advertisers spending more cash throughout that point. However these manufacturers are keen to pay extra as a result of shoppers need to spend.
It’s a chance. In the event you do it proper, advert efficiency usually outweighs that elevated value.
Have you ever seen prices go up?