Temu Launches 8,000 Campaigns on Meta in Less Than a Week

In early 2024, Temu spent over $46 million on advertising, with the majority of this spending directed towards Facebook. Temu's ad spending surged by an impressive 1,000% from January to November 2023. They launched a staggering 8,000 ad campaigns on Meta platforms within a single week, marking a significant scale of advertising efforts.

Temu's advertising expenditure is suspected to be driving up advertising costs across Meta’s ad platforms. Marketers in the DTC space have noticed a sharp increase in CPMs (cost per thousand impressions), particularly for those employing broad targeting tactics. For example, one account experienced nearly a 40% increase in CPMs over the last week, leading to a decrease in advertising results. This has prompted discussions about the need for DTC advertisers to diversify their advertising channels and strategies.