Resurgent Brand Advertising Leads to Increased Video CPMs

While we are still in the midst of a pandemic, society’s loosening and the expected economic recovery has led many marketers to increase their advertising spend to raise product awareness. That, according to Digiday, has led to the video marketplace jumping from its low point in April, with CPMs recovering some of their highest points of late. PMG’s Natalee Geldert shared her thoughts on what’s happening in the video marketplace, and how it’s impacting advertisers.

According to Geldert, at the outset of the crisis, advertisers focused their efforts on retaining existing customers and reallocated to direct response ad formats like search and social display. However, the past few weeks have shown that strategies have changed to attracting new customers. “We’ve seen the tide turn, and brands are more comfortable now,” she said.

Advertisers recognize the uncertainty of the economy, though, so the growth in video is coming from traditional brand advertising formats like TV and out-of-home. “If a brand is closely aligned with sports, which we have a few, we’ve seen TV dollars make their way over to digital video and social video,” said Geldert.

Read the full story to learn how YouTube, Facebook and Snap have fared during this shift.