December 3rd, 2024, Barcelona, Spain
Black Friday continues to dominate as a pivotal moment for both publishers and advertisers, driving significant opportunities across the digital ecosystem. Global consumer spending on Black Friday reached $74.4 billion, a 5% increase from last year, according to Salesforce. This surge in activity was mirrored in the programmatic digital advertising space, as OptiDigital, a premium ad monetisation platform, reported a 36% increase in effective cost per thousand impressions (eCPM) on Black Friday compared to November averages.
Black Friday Ad Performance Surges 36%
Opti Digital’s data revealed that eCPM on Black Friday outpaced November averages by
36%. This sharp increase highlights advertisers’ willingness to invest strategically in securing
premium ad placements on high-quality media that align closely with their target audiences.
The trend underscores the importance of strategic ad spending during high-demand periods
to maximise visibility and drive consumer engagement.
Mobile and AMP Outperform Desktop
Further analysis by Opti Digital showed significant differences in ad performance across
devices. Mobile eCPM was 13% higher than desktop on Black Friday, reflecting the
growing shift toward mobile-first internet usage. Similarly, the eCPM on Accelerated Mobile
Pages (AMP) was 21% higher than on desktop, despite the ongoing decline in AMP traffic
share. These figures underscore the importance of fast-loading ads on mobile-heavy
audiences and of mobile-optimised formats in capturing advertisers’ budgets and consumer
attention, ultimately driving higher returns for both advertisers and publishers.
Black Friday’s Impact Extends Throughout November
The impact of Black Friday extended beyond the day itself. Opti Digital observed a 27%
surge in eCPM during the entire last week of November, with elevated performance
continuing beyond Black Friday. On Saturday November 30, eCPM dropped by only 5%
compared to Black Friday, indicating a lasting effect.
With the holiday season in full swing, the digital advertising industry is positioned to
capitalise on the ongoing surge in consumer demand. As advertisers compete for premium
placements, this period is set to further drive substantial growth across the online advertising
ecosystem, reinforcing media publishers’ profitability during this lucrative time of year.