AdRoll Reports Significant Drop in Display Ad Prices for New Shoppers Ahead of Holidays
· 1h ago · Originally reported by PPC Land
AdRoll data shows that display ad prices for reaching new shoppers have dropped by 45% before the holiday season. Retargeting CPMs also decreased by 29.1%, while B2B account-based marketing CPMs saw a modest increase. This comes as Meta's advertising costs are expected to rise approaching Black Friday.
Why it matters
Fluctuations in ad pricing affect how advertisers allocate budgets and plan campaigns, especially during peak shopping periods. Understanding these trends helps marketers optimize their strategies for better returns.
Explain it like I’m new here
It's like getting a big discount on flyers to attract new customers just before the busiest shopping days of the year.
Terms in this story
Retargeting
Retargeting is showing ads to people who have already interacted with a brand, for example by visiting its website, using its app or adding a product to a cart without buying.
CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand ad impressions; "mille" is Latin for thousand.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
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