When The Ball Drops, Hopefully CPMs Don't
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New Year, New CPMs
As we head into the last weeks of 2020 (see ya!), we reflect… on CPMs of course.
2020's extended holiday season saw lessened event driven spikes for Black Friday and Cyber Monday. As marketers remain focused on e-commerce, Cyber Monday generated the highest CPM day in 2020. Our hope is that the December-January drop in CPMs will not be as great as in previous years, and advertisers will take advantage of lower CPMs and bolster the market quickly.
We’ll be keeping an eye on this, in addition to other Holiday trends, and send out an update the week of January 4th once we know how the first week of 2021 looked.
As we head into the New Year, we’ve included a list of the Top 50 advertisers in January 2020. Opportunistic spenders like H&R Block, Bayer, Salesforce, GSK and Office Depot capitalized on the lower CPMs, and significantly increased their spend YoY. You can see the full list below.
The December - January CPM Story
At A Glance:
At the start of 2020, we saw a continuous drop over the first week in January, hitting a low 1/6 before starting to steadily increase.
CPMs dropped 32% from the last week in December 2019 to the first week in January 2020. The single day drop from 12/31/19 to 1/1/20 was 21% D/D.
We saw the return of healthy CPMs as we entered the 3rd week in January 2020.
Below is a view of the top 50 advertisers, based on spend in January 2020.
-The left column displays the weekly trends from Weeks 2-4.
-The middle column compares Y/Y trends of the average of Weeks 2-4 2020 vs 2019.
-The right column displays the advertiser's overall 2020 rank. For Example: Who spent heavily in January 2020, and did or did not spend throughout the rest of the year.
