"Since bottoming out in early April, publishers have seen video ad dollars rebound across Facebook, Snapchat and YouTube, according to five publishers interviewed for this article. For most of the publishers, revenue has not recovered entirely as ad prices remain below pre-crisis levels. But the upward trajectory has given publishers hope that “the worst of the storm has passed,” as one publisher put it before adding, “Those are famous last words.”
Even as shelter-at-home orders have eased in some states, publishers have seen viewership remain high as CPMs have ticked up across Facebook, Snapchat and YouTube. Those factors, combined with publishers posting more videos and longer videos that can carry more ads, has helped to reverse the revenue slide for publishers. [...]
Four of the publishers said the recovery has been strongest on Facebook and Snapchat, though all said that YouTube has rebounded, albeit at a slower rate for some.
On Facebook, publishers saw video ad CPMs fall by roughly 20% in April compared to March. “They almost went down by 50% between February and April,” said a third publisher. This publisher said that CPMs increased by 28% in May but are still 20% short of the February mark.
One publisher saw Facebook video ad CPMs bottom out at $7 in early April and pick back up to $10, which is near the $10+ range this publisher had seen the week of March 9. A fourth publisher said that Facebook video ad CPMs hovered around $8 by the end of May, compared to averaging $9 CPM prior to the crisis.
On Snapchat, the recovery has been even more notable. Two of the publishers said their revenue per thousand unique views fell to $1.50 in late March and early April and is now around $3, which is near their pre-crisis highs of $3 to $4 RPM."
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