Paid Social Forecast and Trends Q3 2023

Everything Must Go

Paid social’s initial quarters as a video-first channel are being defined by growing pains, including the lower monetization rates of those videos. Despite anemic user growth, ad impressions are plentiful and affordable. But advertisers are still trying to figure out how to respond to the platforms’ moves through a post-AppTrackingTransparency (ATT) world, where measurement remains a challenge.

Key Question: Where is the bottom for the CPMs across social platforms?

KEY STAT: Thanks to a flood of new inventory, some of it in unfamiliar places, CPMs and CTRs have been either flat or declined YoY in each of the past four quarters—with CPMs dropping 29% in Q2 2023 alone—according to Skai.

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    Table of Contents

    1. Executive Summary
    2. Paid social: Ad loads climb while lower-funnel formats gain importance.
    3. Platform Snapshots
    1. Industry Trends
    2. Key Takeaways
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Natasha Blumenkron
    Vice President, Paid Social
    Interviewed July 27, 2023
    Dan Cho
    Publicis Media UNIT3C
    Senior Vice President, Managing Director
    Interviewed August 2, 2023
    Amanda Grant
    Global Head of Social
    Interviewed August 4, 2023
    Nirish Parsad
    Practice Lead, Emerging Tech
    Interviewed July 24, 2023
    Phil Ware
    Thrive Digital
    Vice President, Product and Partnerships
    Interviewed August 2, 2023

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    First Published on Sep 8, 2023


    Max Willens


    Jasmine Enberg
    Principal Analyst
    Zach Goldner
    Forecasting Analyst
    Paul Verna
    Principal Analyst

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