?? TMB #81: December Double Issue!

If this newsletter was sent to you, subscribe here to get these numbers in your inbox every week.?Before LinkedIn does.

In this issue: a chunk of December data that is thankfully exactly what we expected. ??

The two pairs of charts above cover the week over week performance across December leading up to Christmas Eve.?

A post-holiday rush?

The gap between Black Friday and Christmas is usually under-appreciated by advertisers, but given this year's election-shortened BFCM calendar, it's no surprise to see relative stability in the week leading up to December 18

After the cutoff date, performance dives: Gifting is the primary motivator. After the cutoff date for "delivery by Christmas," performance grinds to a halt - but CPMs are cheaper than ever.

Q5 is real: Your customers have new toys, new gift cards, and new year's resolutions in hand. These first few weeks of January are a fantastic time to find performance efficiency - consult our Q5 guide for more strategies.?

If January isn't peak seasonality for you, this is a great time to test creative. Historically, CPMs and CACs climb consistently through the year until about July. Right now is the cheapest time to test until the summer, and momentum won't pick up for real until about March. Now's the time to practice.?

?? Introducing Metrics Explorer, Northbeam's newest dashboard. Correlation analyses visualized, for the media buyer who wants a promotion.?

? The TikTok ban is looming. We'll have a full strategic download for you once we see how the Supreme Court is leaning. This would be BAD for advertisers of all sizes.

?? Comcast is launching a self-service ad platform. We are running out of audience on Meta - this is why banning TikTok is a bad idea. We need new places to run ads.

?? JOB: Senior Manager, Paid Media // Straighterline // Arlington, VA: run some paid media at a disruptive online education company.??

?? JOB: Senior Web Analyst // Straighterline // Arlington, VA: use Northbeam day to day! An analyst role for the future.?

Love this newsletter? Please forward it to your friends, coworkers, or Justin Trudeau's PR team.?Subscribe here to get this data in your inbox every week.?Before LinkedIn Does.