“In Q3, we’ll be down to single digits in terms of any cost-efficiencies seen in CPMs, with that rebounding fully by the end of the year.”. Facebook CPMs paid by North America clients were down 17% YoY in Q2 and down 10% in Q3, according to Merkle, while Instagram CPMs went from a 10% decline in Q2 to a 3% decline in Q3.

Viewers are also spending more time with digital video. In 2020, US adults will watch 2 hours, 1 minute of digital video per day, a 19 minute increase from last year. Unlike TV, time spent with digital video will continue to increase after the pandemic. By 2022, US viewers will spend 2 hours, 10 minutes per day on digital video.

The big bump in mobile time spent is concentrated in a few areas: social networks, streaming video, and gaming, as well as in some categories we don’t break out, such as health and fitness, business, education, and news.