Facebook CPMs—the cost per thousand impressions—have increased significantly over the past year as digital ad spending has resurged and advertisers have flocked to the platform, driving more competition into programmatic auctions.

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.

Take the duopoly, for example: Google search started the post-campaign aftercare trend, and Facebook picked up the mantle on display advertising. A recent survey from the CMO Club drove home the importance of media-specific ROIs for platforms like Google and Facebook among US CMOs today.

“YouTubers in the Google Preferred program have a significantly higher CPM than general creators on YouTube,” said Krishna Subramanian, co-founder of influencer marketing platform Captiv8. “It's $10 CPM and above if you're in the Preferred program, and $0.30 CPM if you're not. It's a little bit of a black box in terms of how you really get into that preferred program.”.

This week, YouTube has rolled out an audio-first ad unit in beta, available via auction on Google platforms, including Google Ads and Digital & Video 360, on a CPM basis. Previously, ads running during music content on YouTube were supported by programmatic video ad buys on YouTube. YouTube US Ad Spending.

On Google, use merchant promotions on shopping ads to highlight free shipping for online inventory (especially earlier in the season) and in-store availability for products in physical stores (especially later in the season). Display and Video Ads.

Amid downward pressure on digital display ad CPMs and increased competition from the Facebook-Google duopoly, many digital media companies starved for revenue growth are looking to affiliate revenues for sustenance. Digital media companies like Verizon Media Group and CNET are dedicating dozens of content creators to writing and updating articles about Prime Day, according to a report from Digiday.

Google declined to share what percentage of total YouTube views happen on TV sets. But it shared that watch time of YouTube on TV screens exceeds 250 million hours per day. “The TV screen continues to be our fastest-growing surface for YouTube,” said Megan Jordan, managing director of global partner and content solutions at Google.

Mobile advertising did slightly better, with a 13.3% revenue drop and 14.8% CPM drop. All indications from industry sources we interviewed is that CPMs continued to fall after the Adomik report, and by early April were down as much as 40%. By mid-April, CPMs began to recover slightly as some advertisers returned with new messaging or raised spending as a result of the low prices.

CPMs are also up by 15%. Most impressions on the DSP occur on Amazon’s owned and operated properties—along with an even greater share of purchases and spending (CPMs are higher on the owned properties due to higher effectiveness and more competition). In Q3, almost three in four purchases made due to Amazon DSP ads were made from ads placed on Amazon-owned properties.

In reviewing Q4 2018 to Q1 2019 internal data from Google Ad Manager, Google noted that programmers worldwide that added audience signals to their programmatic CTV ad offerings during this timeframe saw on average 11% higher CPMs compared with those that did not include these data sets. Aside from pricing, another pain point is that CTV campaigns require digital savvy and patience to execute.

However, most CTV CPMs are closer to the podcast ad prices produced by AdvertiseCast, which is much more expensive than for digital display. Marketing agency Topdraw estimated display ad CPMs run between $0.50 and $4 and most social media ads CPMs between $6 and $10. Identifying Potential Disruptors.

Google and Facebook account for the majority of mobile ad spend, and they’re likely to be hit by the steep drop in local business, retail and travel spending. A rapid resolution to the crisis could lead to a decent rebound in spending in Q3 and Q4, but it’s too early to make any clear predictions that far ahead. There are a few bright spots.

Müller added that Google, which has its own Google Advertiser ID (GAID), will likely move more cautiously. “I think Google would definitely build in something that allows measurement simply because it is what makes demand tick,” he said. “And if you have no demand, you have no ecosystem. Google understands that on a more fundamental level, because it's simply ingrained into how the company works.”.

Finally, consumer search patterns during the pandemic led to deeper dives into local businesses and tapped different parameters in Google My Business, the business profile Google taps for local search. They researched pickup and delivery options, foot traffic, and available inventory. Google continues to build out the attributes businesses can list, from sanitary policies to ownership information.

In April, Digiday reported that YouTube publishers’ CPMs were down by more than 20% compared with earlier in the year. Subscriptions. With unemployment soaring and people’s disposable income down, there was a significant amount of cord-cutting this spring.

Google will capture the bulk of mobile search dollars, but its mobile search revenues will fall from $21.61 billion to $21.15 billion in 2020. Even so, mobile’s share of Google search will increase to 66.5% in 2020, a 3.5 percentage point increase. This is primarily a result of problems the travel industry faces.

Marketers that want to work with creators can tap into Triller’s Crosshype platform, where influencers can “be bought, with guaranteed views and calculable CPM [cost per thousand],” Lu said. Advertising. In October 2020, Triller announced a partnership with ad tech firm Consumable in which programmatic ads can be inserted between Triller’s videos.

Programmatic guaranteed includes upfront commitments to both CPM price and inventory amount secured via programmatic pipes between one buyer and seller; also called programmatic reserved, forward market, or just “upfronts.”. Real-time bidding (RTB) is an auction-based approach used to buy or sell impression-level inventory. Auctions can be public or private.

“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.

“Historically, people have gotten such good CPMs from video that even if they have subscription businesses, they keep the video outside of the paywall,” Brightcove’s Green said. “I would expect that video will stay that way as long as the CPMs stay up. It's just when people don't have much scale, they figure they might as well throw it behind their paywall.”.

CPMs are also up by 15%. Most impressions on the DSP occur on Amazon’s owned and operated properties—along with an even greater share of purchases and spending (CPMs are higher on the owned properties due to higher effectiveness and more competition). In Q3, almost three in four purchases made due to Amazon DSP ads were made from ads placed on Amazon-owned properties.