Two-thirds of publishers are experiencing a decrease in CPMs due to COVID-19 pandemic

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2020, 4:07 AM UTC

IAB Research studied consumer device usage habits and digital advertising trends in 2019 and 2020 to understand the disruption caused by the coronavirus.

With digital CPM’s down by 16%, COVID-19 has put substantial pricing pressure on the majority of sellers. Six in 10 publishers have experienced a decrease in CPMs, seeing a 14% greater impact on CPMs than on programmatic specialists.

Display advertising was the most severely impacted by the pandemic, with both mobile and desktop experiencing a 30% decrease in ad rates. However, in terms of advertising by device, connected devices were the most resilient, with CPMs expected to decrease by only 6%.

The study further found that the US ad revenues in Q1 2020 increased by 12% from Q1 2019. But, many publishers reported a decline in revenues from March onwards.

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