In May, after a two-month slump, the average cost per thousand impressions (CPM) returned to normal.
Although the average CPM on R2B2 fell by nearly 20% in the critical months of March and April, in the fifth month of this year, long-term CPM trends resumed and even surpassed February’s performance by more than 2%.
The growth in CPM can be associated with the gradual easing of COVID-19 measures in the Czech Republic and related changes in user behavior as well as with the cautious resumption of marketing investments, that is, at least in the selected segments.
We cannot assume that this will be the end of the COVID-19 pandemic. The positive trend could be temporary, and a more important indicator will be the total volume of advertising investments. Nevertheless, the growth in CPM can be considered a small yet encouraging factor.