Login
Login is restricted to DCN Publisher Members. If you are a DCN Member and don't have an account, register here.

Digital Content Next

Menu

InContext / An inside look at the business of digital content

Mobile CPMs on the rise

October 20, 2015 | By Research Team—DCN

PubMatic’s first ever Quarterly Mobile Index report (Q3 2015) establishes a baseline of benchmarks for mobile advertising performance around pricing, volume and growth. PubMatic analyzed the billions of daily impressions that flow through its platform to observe real-time developments in the mobile space that allude to broader digital industry trends.

Five key trends emerge in this report, specifically:

  • Mobile CPMs are higher and growing faster than desktop CPMs
  • Significant growth opportunity lies in the Asia-Pacific (APAC) and Latin America (LATAM) regions, while sheer scale makes mature markets—North America and Europe, Middle East and Africa (EMEA)—highly attractive
  • Apple app ads are increasing fastest in both price and volume, while mobile web inventory is still growing
  • Mobile optimization (i.e. developing mobile-friendly or “responsively-designed” sites that adapt to mobile viewing) is progressing rapidly and improving mobile web inventory quality
  • Private marketplace (PMP) CPMs are higher than non-PMP CPMs, by a factor of 5-6x for mobile PMP and 3-4x for desktop PMP

According to PubMatic, mobile monetization is increasing and improving, driving growth within digital media organizations across all regions, globally. In particular, high-impact mobile formats, such as video and rich media, will help publishers and advertisers continue to both grow revenues and command higher CPMs.

mobilevdesktopCPM

Print Friendly and PDF

Liked this article?

Subscribe to the InContext newsletter to get insights like this delivered to your inbox every week.