Social Media Ad CPMs Down 29% Year-on-Year
Another long-term development is the slow collapse of social media advertising as users and ad buyers find more compelling alternatives. This Skai report brings it into focus: paid social ad cost per thousand were down 29% year- on-year, although impressions and clicks rose 35% so net ad spend was down just 4%. By contrast, paid search cost per click was largely flat (down 4% year-on-year) while retail media impressions, clicks, and spend were all up (32%, 36%, and 35%, respectively).