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?

Most video advertisers start with a base linear TV ad plan and then extend reach by adding other video options that can include CTV, addressable, VOD and digital video. 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.

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.

Following is a hypothetical example, which demonstrates that the advanced target CPM value is more cost-effective than a standard age/gender transaction, but it may be less efficient than an addressable buy for SUV prospects:. Standard age/gender buy: $125.50 CPM. Advanced target buy: $72.25 CPM. Addressable target buy: $42.50 CPM.

As more customers turn to digital options for their video entertainment, TV ad spending is flattening. In our latest report on US video, we forecast that US advertisers will spend $70.30 billion on TV this year, a decrease of 2.9% from 2018.

Video at Scale + Closed Loop Measurement = Holy Grail for Advertisers

Video has long been in greater demand than other display formats (but also without as much supply as advertisers might like). Falling prices due to reduced overall demand will make video placements even more attractive compared with static banners. Campaigns that couldn’t profitably use video at higher CPMs may now make sense.

But ad spend across industries will be less on average, due to budget constraints and falling CPMs. Video is well-positioned for branding campaigns. Some advertisers are focusing on the upper funnel as they find it difficult to make sales—and digital video is a good substitute for campaigns in channels with less media consumption like out-of-home (OOH) and radio.

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.

Including mobile as a device in conjunction with things like desktop and in the cases when they're running video, even connected TV.”. As was the case with digital advertising more broadly, performance ads held up better, with less steep drops in CPMs and revenues and quicker rebounds.

When advertisers choose the 15-second ad objective for a campaign, Twitter’s algorithm will look to serve those ads to users who are most likely to spend more time with video content, based on past behavioral data. Advertisers will be charged on a CPM basis, and it will become the default bid for all campaigns under the video views objective.

Though most of its video is watched on mobile, there is indication that the site is contributing to rising connected TV inventory. Between Q4 2016 and Q4 2018, the share of YouTube video views that occurred on TV screens in the US increased by about 6 percentage points, according to digital video studio Collab. As supply levels rise, connected TV CPMs should decline.

“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.”.

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.

“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.

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.

The short-form video app TikTok has become immensely popular among a new generation of video creators and their fans, leading some to believe that it could eventually dethrone YouTube as the preeminent platform for up-and-coming video creators.

Snapchat added 10 new original shows, and it released a new product that allows advertisers to purchase commercial inventory for its premium shows on a fixed CPM basis. Twitter unveiled new video content partnerships with about a dozen media companies including Univision and The Wall Street Journal. Facebook announced that it is changing the way its algorithm ranks videos.