Following an initial slump in demand for ads embedded in creator video content on social media sites, it appears that marketers are getting ready to pick up where they left off.
But according to Digiday, publishers are charging a higher cost per mille (CPM) in June than they did back in April 2020 to make up for their losses.
Five publishers said they initially saw video ad revenues decline in mid-March after many advertisers pulled back budgets.
This led to a 20% decrease in video ad prices while video volume and length increased.
By the end of May, CPM was up 28% again, but still below February levels.
Recovery of prices was most notable across Facebook, Snapchat and YouTube.
One publisher noted that CPMs hit $7 in April and rebounded to $10 hitting levels that were comparable to pre-Covid lockdowns on Facebook.
Similarly, revenue per thousand unique views on Snapchat was back up from $1.50 in March to $3 in April.
YouTube’s CPMs have crept back up from $20 to $23, almost reaching their pre-March levels of $25.