On today's episode, we discuss Twitter's major initiatives and figure out what the platform will look like after it reinvents itself. We then talk about Facebook's cost-per-thousand (CPM) recovery, TikTok's ecommerce efforts, and a recent study about COVID-19 news on Facebook. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

Social media advertising will remain vulnerable in Q2 and possibly longer. CPMs will stay low, spending cuts will persist, and ad creative will be tricky to get right.

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. Higher CPMs mean that advertising on social platforms is becoming more expensive, even when compared with 2019.

Publishers are the most exposed parties to third-party cookie loss, which will affect ad addressability, causing programmatic cost per thousand (CPM) pricing on the unidentified web to plummet. Publishers expect to increasingly leverage their own first-party data in a cookieless future. How are publishers evaluating new or proposed identity solutions?

This StatPack provides a visual overview of trends in display, video and mobile ads bought programmatically, both in the US and worldwide.

It’s a given that marketers are interested in uncovering ways to smartly invest national linear TV ad spend to compensate for price inflation, although 2020 CPMs have dramatically declined. According Philip Inghelbrecht, CEO and co-founder of TV ad agency Tatari, there was about a 40% drop in CPMs among the networks it bought inventory from.

“Even with the pandemic this year, we saw CPMs [costs per thousand] go through the roof. Having fewer political ads will help brands in terms of CPMs and being more cost-effective on social media platforms.”. According to data from digital agency Aisle Rocket cited by AdExchanger, for example, there was a 38% spike in CPMs on Facebook between September 2020 and the week before Election Day.

In fact, among large publishers surveyed by Advertiser Perceptions in H1 2020, only 39% used mobile header bidding, down from 53% in H1 2019. iOS 14 should accelerate the pivot from waterfalls, since they rely on average effective cost per thousand (eCPM) pricing paid by ad networks, which becomes less accurate with the lack of detail coming via Apple’s attribution system, SKAdNetwork.

Less ad effectiveness and lower CPMs: In H1 2020, Facebook ran a test among a group of app install ads in Audience Network. It found that personalized ranking generated 100% more revenues than nonpersonalized ranking. A more general drop in personalized advertising will likely lead to significant drop in CPMs.

With connected TV adoption rising, advertisers are keen to access an increasingly sizable audience on a sizable screen. In fact, many connected TV ad buyers may pay north of $20 CPMs to do so, according to a new digital ad pricing statpack that eMarketer will be releasing April 10.

When US advertisers pulled back spending dramatically in March, one of the earliest noticeable effects on the display ad market was falling CPMs. At the same time as marketers were lowering their demand for ads—either to take spending cuts as savings or merely pause and rework their messaging—consumers were spending more time on social and traditional media properties, increasing the supply of impressions. A decline in prices was the natural outcome.

According to a new study of US publishing executives, programmatic is leading people to worry more about downward pressures on CPMs than tech taxes or latency.

Some advertisers counter that higher costs per thousand (CPMs) aren’t worth it, particularly if their main goal is just to reach a large number of people. In November 2019, Digiday reported that some UK advertisers have balked at purchasing addressable TV inventory because the prices were too high.

A May 2020 survey of 173 US ad sellers by the Interactive Advertising Bureau (IAB) found that podcasting CPMs had declined 6% due to the pandemic. Meanwhile, CPMs for streaming video, social media, and display were down a much greater degree. Another reason why podcast ad spending may grow amid the pandemic is that podcasts are coming into their own as an advertising medium.

Its CPMs can be up to 10 times higher than Facebook’s, according to several interviewees for this report. Clickthrough rates are lower on LinkedIn—another factor driving CPMs higher. “Advertising on LinkedIn is super expensive compared with other players,” Mauss said. “You can’t just run ads for driving sessions on your website.

March and April were brutal months for most advertisers and publishers, but CPMs and spending bottomed out in April, according to advertisers and agencies we interviewed. Some dollars began to return in May as some advertisers started to grasp the opportunities better, but the rebound was minor for most platforms.