Have CPMs gone up this holiday season?
Meta advertisers often see CPM costs increase during the holidays. This is especially true during the week of Black Friday and Cyber Monday when competition is at its highest.
But while that increase was significant and automatic in years past, it hasn’t always happened in recent years. What about 2024?
The Results
I use a resource called the Within Marketing Pulse to check this. They provide data based on advertising by their clients, which generate $5 Billion in ecommerce revenue.
One of their charts shows that both Facebook and Instagram CPM went up beginning with the final week of November.
- Instagram CPM up 65% year over year on December 1st
- Facebook CPM up 38% year over year on December 2nd
These increases are partly because the holiday falls on different days than a year ago, but not entirely.
Another chart shows the average CPM increased from $7 on November 8th to about $15 on December 3rd.
While these increases aren’t what we saw years ago when CPM would triple or even quadruple, these costs are clearly up.
Getting Results
Of course, an increased CPM doesn’t mean you can’t get good results. The reason that cost is increasing is because there are more advertisers spending more money during that time. But these brands are willing to pay more because consumers are looking to spend.
It’s an opportunity. If you do it right, ad performance typically outweighs that increased cost.
Have you seen costs go up?
