Social CPM rises 41% to $6.37, pushing total spend higher

An overview of social advertising spend, CPM and impressions in Q2 2021.

A 41% rise in the cost of social advertising drove total spend up in the second quarter of 2021, according to data from digital advertising company Skai.

Total social advertising spend rose 41% in Q2 2021 and this was driven by higher ad costs – social CPM rose 41% to $6.37 while the number of impressions was flat year on year.

Facebook showed a similar trend in its latest company report – ad costs rose 47% in Q2 2021 and this helped push advertising revenue up 56% to a new high.

Social advertisers are also shifting...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands