In this issue: CTRs tank because everybody is sunburned (probably.) 😵
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Abnormalities abound during the post-holiday slump. CPMs are improving, but of course they are - this is a dead time when many brands are pulling their spend and waiting for the fall.
Although some conversion metrics are improving across channels, the straight red trend for CTR demonstrates how consumers are REALLY behaving. This is vacation time. This is "get off your phone and get in the pool" time. This is "blow your whole paycheck on crablegs and pina coladas at the Joe's Crab Shack in South Plainfield, New Jersey" time. Consumers aren't clicking on ads right now. And that's ok.
The double digit shifts in budget share for YouTube and TikTok aren't really a signal to act on. If you've been following this newsletter, you know those channels are struggling with conversion in a tough year. Those leaps up in spend don't signal a massive change yet.