Gupta Media's annual 2024 report on social media data is based on an extensive analysis of tens of billions of ad impressions across industries, offering unparalleled insights into the cost of digital advertising.
BOSTON, Oct. 31, 2024 /PRNewswire-PRWeb/ -- Gupta Media, a leader in performance marketing and digital advertising, today released its highly anticipated annual "State of Social Media CPM Report," providing deep insights into the true cost of paid social media advertising across top platforms including Facebook, Instagram, TikTok, Snapchat, YouTube, and more. Drawing on an analysis of tens of billions of ad impressions, this report delivers unparalleled data on cost-per-thousand-impressions (CPM) rates, seasonal fluctuations, and emerging trends in the 2024 digital advertising landscape.
Among the key findings in the 2024 report:
- Snapchat Leads in Ad-Rate Increases: Snapchat has seen the most dramatic CPM growth in 2024, with ad rates rising by 27.6% year-over-year—outpacing all other platforms.
- Facebook & Instagram Defy Predictions. Meta's ad rates are increasing slower than its rivals. In early 2024, seasonal CPM-rate fluctuation likely contributed to reports of Meta's ad inflation—even though ad rates on Facebook and Instagram were down year-over-year for the first three months of the year.
- Holiday Ad Rates Soar: Competition for consumer attention in November and December—specifically around Black Friday and Cyber Monday—is driving seasonal CPM increases by as much as 66% during the holiday shopping season.
- Early Holiday Shopper Advantage: The study identified a new "jump start" to the holiday shopping season. Advertisers who act early can capitalize on low CPM rates during a period when consumer intent begins to increase. This shift offers a key opportunity for cost-efficient media buys before the typical Black Friday and Cyber Monday rush.
- Election Impact Looming: With the 2024 U.S. elections driving significant political ad spending, particularly on Meta platforms, the report predicts that CPM rates will surge in battleground states, even after the election—affecting political and non-political advertisers alike.
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 ad rates.
How have CPM rates evolved year over year? Our data deep-dive helps brands and advertisers understand when 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 rush.
What's the story behind Snapchat's skyrocketing ad rates? And what should advertisers be thinking about before they spend on the platform?
Looking ahead: As marketers prepare for the 2024 holiday season and political ad wave, the "State of Social Media CPM Report" provides essential guidance on where and when to invest ad dollars to maximize returns and avoid costly inefficiencies—including our five essential data-backed tips for optimizing your campaigns this year.
About the State of Social Media CPM Report:
These annual reports follow 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, Google, LinkedIn, Snapchat, and Pinterest. Gupta's Social Media CPM Tracker has been cited by the Wall Street Journal, Ad Age, Ad Week, Digiday, and many others. This year, 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.
Link to the full report: https://www.guptamedia.com/social-media-ads-cost
About Gupta Media:
Gupta Media is a leading digital marketing agency that specializes in performance media, creative strategy, and advanced analytics. Through a combination of human ingenuity and technology, Gupta Media empowers brands to make data-driven decisions that drive growth and efficiency across digital platforms. Clients include leading music labels, festivals, tours, and Grammy-nominated artists; professional sports teams, leagues, and venues; and an array of Fortune 50 and Fortune 500 leaders in global finance, retail, and technology. Gupta Media also publishes two industry newsletters: The Thread, a weekly insider's guide to what's driving performance in digital marketing; and The Arbiter, our bi-monthly memo offering data-backed insights and strategic guidance for digital marketing innovators.
Additional data available upon request.
Media Contact
Carly Carioli, Gupta Media, 1 (617) 682-3733, [email protected], https://www.guptamedia.com
SOURCE Gupta Media
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