Marketers Navigate an Uncertain Fourth Quarter Mired by Ad Softness

Lower CPMs meant brands struggled to reach sales goals

Join ADWEEK for the first-annual Brand Play: Sports Marketing Summit, on May 9 in NYC or virtually. We’ll explore the new sports events, platforms, fan insights and cultural impacts that can unlock exciting wins for marketers. Register.

During the fourth quarter of this year, advertisers had to act more flexibly, as the uncertain macroeconomic environment made reaching revenue goals more challenging, according to post-mortem conversations with several ad buyers.

Reflecting this cautious landscape, ad prices were down this year on Meta and Google, after already dipping in 2022.

CPMs (cost per thousand impressions)—which can vary widely based on season, demand, device and targeting criteria—on Meta were down by 26% and 30% in November year-over-year, according to estimates from two different ad buyers.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in