Social media ads CPM worldwide Q2 2018 - Q4 2019

The cost-per-mille of advertising on social media was 6.78 U.S. dollars in the last quarter of 2019. In other words, advertisers had to pay this much to have their ads viewed by a thousand potential customers. Social media CPM is considerably higher in the final quarters of each year, reaching close to, or above six dollars. The surge in costs is prompted by increased demand for advertising space during that time, as brands compete to win over prospective clients.

Is social media advertising profitable?

According to recent calculations, social media impression numbers have improved year-on-year by close to 20 percent, which means that more and more advertising is viewed by social network users. However, this is mainly true for more passive types of ads such as video or stories. When it comes to traditional forms of advertising on social media the situation is reversed – clicks and clickthrough rates are decreasing. It might be because of this ever-changing environment that global marketers are divided on whether or not they are able to measure social media marketing ROI.

Social media advertising cost-per-mille (CPM) worldwide from 2nd quarter 2018 to 4th quarter 2019

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Release date

March 2020



Survey time period

Q2 2018 to Q4 2019

Special properties

based on data measured on the Kenshoo platform; broader industry metrics may vary

Supplementary notes

The source provides the following information on methodology: results based on Kenshoo advertisers with 15 consecutive months of performance data taken from a population of over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries.

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Statistics on "Online advertising metrics"

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