During the COVID quarantine, the Adapex team regularly monitored and reported on CPM trends. We got a great response from our partners who appreciated the insight. Given the similar economic uncertainty as we wind down the year, we thought we’d revisit this analysis, looking at overall CPM trends for 2019, 2020, 2021, and to date 2022.
In an earlier blog, we took a look at what the second half of 2022 might look like. In summary, eMarketer forecast that advertising spending will continue to grow throughout 2022. And US ad spending will increase 13.2% year over year in 2022. This is positive news for publishers, and we are seeing a good uplift in CPMs in Q4.
YoY CPM Analysis
In a three-year CPM analysis, Adapex is seeing that our publisher partners are seeing strong overall CPMs (green line) in 2022. And we expect to see CPMs lift as we head into the second half of the year and increased spending around the holidays.
CPM by Vertical
Looking at CPM trends by vertical over the past few years is interesting. We saw YoY CPM uplifts in our Personal Finance, Real Estate, and Fashion verticals.
Education CPMs are down vs 2019 but up over 2020 and 2021. This makes sense given what was happening with COVID and online learning in 2019. News and other verticals show higher CPMs vs 2021 but lower than 2019 and 2020. Arts & Entertainment was solid overall this year.
Adapex plans to continue to monitor our CPMs and industry trends. As we head into the peak holiday season, we recommend fine-tuning your site so you can maximize your CPMs and take advantage of increased spend around the Holidays.