New Year, New CPM’s and a Wrap on Q4

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The New Year’s Day CPM Trend
 

Over the past few years we’ve observed the lowest CPMs of each year on January 1st, which we’ve listed below.

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Following a January 1, 2019 low of $1.18, we observed an immediate CPM growth through Q1. CPMs remained stable throughout the year at an average of $1.80 until Q4. With January 1, 2020 CPMs 12% higher than last year, we see this as an encouraging start to 2020.


Q4 2019 vs. Q4 2018

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  • As anticipated, we saw a precipitous CPM drop after Christmas in 2019. However, this decrease was not as dramatic as 2018. New Year's Eve 2018 CPM dropped to $1.66 while 2019 remained around $1.80.

  • We’ve been keeping an eye on how the 6 less business days between Thanksgiving and Christmas would impact Q4, here’s what we’ve found:

    • October saw a 12% revenue increase YoY, an 8% impressions increase, and a 3% CPM increase. This may be attributed to an overall earlier start to the holiday shopping season. 

    • November experienced a 3% revenue decrease, and a 1% decrease in impressions and CPMs, while December registered a 5% revenue and impressions decrease, and a 1% increase in CPMs. 

    • Overall, Q4 2019 delivered flat revenue, impressions, and CPMS YoY.



* The data in this email compares programmatic industry performance across US only running through STAQ systems for October 2018 - January 2020.