Opti Digital Reports eCPM 36% Higher on Black Friday Compared to November Averages
by on 3rd Dec 2024 in News
Black Friday continues to dominate as a pivotal moment for both publishers and advertisers, driving significant opportunities across the digital ecosystem. Global consumer spending on Black Friday reached USD$74.4bn (£58.7bn), a 5% increase from last year, according to Salesforce. This surge in activity was mirrored in the programmatic digital advertising space, as Opti Digital, a premium ad monetisation platform, reported a 36% increase in effective cost per thousand impressions (eCPM) on Black Friday compared to November averages.
Black Friday ad performance surges 36%: Opti Digital’s data revealed that eCPM on Black Friday outpaced November averages by 36%. This sharp increase highlights advertisers’ willingness to invest strategically in securing premium ad placements on high-quality media that align closely with their target audiences. The trend underscores the importance of strategic ad spending during high-demand periods to maximise visibility and drive consumer engagement.
Mobile and AMP outperform desktop: Further analysis by Opti Digital showed significant differences in ad performance across devices. Mobile eCPM was 13% higher than desktop on Black Friday, reflecting the growing shift toward mobile-first internet usage. Similarly, the eCPM on Accelerated Mobile Pages (AMP) was 21% higher than on desktop, despite the ongoing decline in AMP traffic share. These figures underscore the importance of fast-loading ads on mobile-heavy audiences and of mobile-optimised formats in capturing advertisers’ budgets and consumer attention, ultimately driving higher returns for both advertisers and publishers.
Black Friday’s impact extends throughout November: The impact of Black Friday extended beyond the day itself. Opti Digital observed a 27% surge in eCPM during the entire last week of November, with elevated performance continuing beyond Black Friday. On Saturday November 30, eCPM dropped by only 5% compared to Black Friday, indicating a lasting effect.
With the holiday season in full swing, the digital advertising industry is positioned to capitalise on the ongoing surge in consumer demand. As advertisers compete for premium placements, this period is set to further drive substantial growth across the online advertising ecosystem, reinforcing media publishers’ profitability during this lucrative time of year.
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