The cost-per-mille of advertising on social media was 6.37 U.S. dollars in the second quarter of 2021. 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 3rd quarter 2020 to 2nd quarter 2021
(in U.S. dollars)
The source provides the following information on the methodology: "Analysis is drawn from a population of approximately $7B in advertising spend, comprising over 3,000 advertiser and agency accounts across 40 vertical industries and over 150 countries running on the Skai™ platform on Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Walmart, Instacart, Criteo, Apple Search Ads, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network. Except where noted, only advertisers with 15 consecutive months of performance data are included. Some additional outliers have been excluded. Ad spending and pricing have been translated to USD at the time the spending was incurred." For more information, see the source.
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Skai. (June 8, 2021). Social media advertising cost-per-mille (CPM) worldwide from 3rd quarter 2020 to 2nd quarter 2021 (in U.S. dollars) [Graph]. In Statista. Retrieved May 27, 2022, from https://www.statista.com/statistics/873631/social-media-advertising-cpm/
Skai. "Social media advertising cost-per-mille (CPM) worldwide from 3rd quarter 2020 to 2nd quarter 2021 (in U.S. dollars)." Chart. June 8, 2021. Statista. Accessed May 27, 2022. https://www.statista.com/statistics/873631/social-media-advertising-cpm/
Skai. (2021). Social media advertising cost-per-mille (CPM) worldwide from 3rd quarter 2020 to 2nd quarter 2021 (in U.S. dollars). Statista. Statista Inc.. Accessed: May 27, 2022. https://www.statista.com/statistics/873631/social-media-advertising-cpm/
Skai. "Social Media Advertising Cost-per-mille (Cpm) Worldwide from 3rd Quarter 2020 to 2nd Quarter 2021 (in U.S. Dollars)." Statista, Statista Inc., 8 Jun 2021, https://www.statista.com/statistics/873631/social-media-advertising-cpm/
Skai, Social media advertising cost-per-mille (CPM) worldwide from 3rd quarter 2020 to 2nd quarter 2021 (in U.S. dollars) Statista, https://www.statista.com/statistics/873631/social-media-advertising-cpm/ (last visited May 27, 2022)