Did the iPhone Break Your Ad Campaign?
In the fall of 2019, Apple introduced their newest iPhone to the US market. Facebook prices in the US surged because Apple and their many channel partners (Sprint, Walmart, etc..) flooded the market moving prices up $0.82 on average. This was far more than expected and would turn out to be one of the largest moves on the year.
However.. what advertisers would not know until days later, an unrelated Trump campaign ad blitz discrediting his impeachment inquiry would kick off. The result: massive demand pushed average ad prices +40% in one week, a peak-to-valley recorded near 80% .
While it was only a week of massive demand, it turns out to have lowered the average advertiser ROIs in September by a staggering 20%!
In a gray market with limited price transparency, advertisers continue to look to better understand what is underneath the performance of their campaigns. With a sharp eye on fraud, smarter targeting, and retargeting strategies, they are finding ways to improve, but more and more we are finding that unexpected price shocks from a surge in demand is the number one factor.
Learn more about changes in digital advertising and CPM price changes at AdsureMarket.com
