Gupta Media's 2023 "State of Social Media CPM" Report Reveals Growth in Social Media Ad Rates Is Slowing.
BOSTON, Oct. 25, 2023 /PRNewswire-PRWeb/ -- Gupta Media, a leading performance marketing company, today unveiled its inaugural "State of Social Media CPM Report" for 2023. Based on an analysis of tens of billions of ad impressions, this comprehensive guide provides a deep dive into the cost dynamics of digital advertising across major platforms including Facebook, Instagram, TikTok, Twitter/X, YouTube, and more. The study reveals seasonal and year-over-year trends in social media ad costs, empowering marketing professionals to set benchmarks, plan budgets, and anticipate cost variations throughout the year.
Among the key findings in the 2023 report:
- Twitter/X's ad rates have plummeted over 75% since the platform's acquisition by Elon Musk. In August 2023, Twitter/X bottomed out at a three-year low of just $0.61 CPM, marking the most substantial year-over-year decrease among all platforms analyzed.
- TikTok's ad rates are climbing faster than Meta's—but CPM growth at both companies is slower in 2023 than in 2022. TikTok is experiencing the fastest year-over-year growth in ad rates, with a 12.28% increase in CPM.
- CPMs increase by as much as 66% during the holiday shopping season, driven by competition for consumer attention in November and December.
Gupta Media's report is based on an extensive analysis of tens of billions of ad impressions across industries, offering unparalleled insights into the cost of digital advertising, including:
What are the dynamics of CPM rates throughout the year? The report provides a month-by-month breakdown, highlighting the most and least expensive days, weeks, and months for social media CPMs.
How have CPM rates evolved year over year? Dive deep into the data to understand if CPM rates are rising or falling and at what pace compared to previous years.
Which platforms offer the best value during peak seasons? Get insights into the platforms that provide the most bang for your buck during high-impact seasons like Black Friday, Cyber Monday, and the Q4 holiday season.
What's the story behind Twitter's plummeting ad rates? Discover the reasons behind Twitter's significant CPM rate drop after its acquisition by Elon Musk.
Additional data available upon request.
About the State of Social Media CPM Report:
The 2023 report follows on the work of Gupta Media's groundbreaking Facebook CPM tracker, launched just months into the COVID-19 lockdown. In the company's 2020 research—cited by the New York Times, Goldman Sachs, Guggenheim Partners, and others—Gupta Media surfaced data on the plunging ad rates on Facebook. In the ensuing years, Gupta extended its real-time data sets to include advertising rates for platforms including Instagram, TikTok, Twitter, Google, LinkedIn, Snapchat, and Pinterest. This year, for the first time, the company's state-of-the-art report analyzes tens of billions of ad impressions to examine trends in CPM rates across the industry—digging into seasonal fluctuations, differences between platforms, and uncovering insights that can help advertisers and agencies plan ahead to make more efficient use of their media budgets.
Media Contact
Carly Carioli, Gupta Media, 1 (617) 682-3733, [email protected], https://www.guptamedia.com/
SOURCE Gupta Media
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