Social Ad CPMs Forecast 2024

Rates Are Rising, With TikTok Leading the Pack

Social CPMs have increased YoY—as have impressions—according to our forecasts. That’s an indication that advertisers are competing for eyeballs across growing areas like social video and social commerce as the economic outlook improves.

Key Question: How are CPM rates trending across major social media platforms in the US?

Key Stat: CPMs at Meta, TikTok, Snapchat, and YouTube are all expected to increase in Q1 2025, with TikTok seeing double-digit (15.6%) growth YoY.

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    Table of Contents

    1. Executive Summary
    2. CPM rates are increasing on social platforms, signaling heightened competition
    3. TikTok’s CPM rates are gaining ground on Meta’s
    1. Social impressions growth has slowed, but it is still driven up by more ad inventory and increased usage
    2. Meta commands the highest impressions and rates
    3. Takeaways for advertisers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Katya Constantine
    DigishopGirl Media
    CEO
    Interviewed October 10, 2024
    Danielle Schultz
    PMG
    Paid Social Director
    Interviewed October 10, 2024
    Carrie Tropeano
    Mekanism
    Chief Media Officer
    Interviewed October 15, 2024

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    authors

    Minda Smiley

    Contributors

    Rahul Chadha
    Director, Report Editing
    Vladimir de Leon
    Chart Editor
    Jasmine Enberg
    Vice President and Principal Analyst
    Donte Gibson
    Senior Charts Editor
    Chuck Rawlings
    Senior Researcher
    Sakina Thanawala
    Copy Editor
    Emman Velasco
    Chart Editor
    Paul Verna
    VP, Content