Online Ad Prices in Q1: Display and Video Trend Up; Mobile and Social Fall

Turn-Online-Ad-Price-Trends-Apr2013Online ad prices are moving in opposite directions depending on the channel, per results from a new report [download page] from Turn which looked at trends across the US, European Union, and Asia-Pacific region. Average video eCPMs increased 6.2% between January and March 2013, from $9.41 to $9.99, while display ad prices grew by 15.2% from $0.92 to $1.06. By contrast, mobile ad prices dropped by 45%, from $1.31 to $0.72, while social (Facebook/FBX) advertising remained the cheapest option, falling from an average eCPM of $0.30 to $0.24. The results show that during the quarter, mobile ads became cheaper than online display ads.

The study illustrates the most common pricing buckets for each channel:

  • Display: 53.2% of impressions are in the $0.10-$0.80 range;
  • Mobile: 52% of impressions are in the $0.10-$1.00 range;
  • Social: 61.3% of impressions are in the $0.10-$0.50 range; and
  • Video: 71.2% of impressions are in the $8-12 range.

Of course, pricing is also dependent on targeted audiences, and as the study illustrates elsewhere, marketers are willing to pay an 85% premium on average to reach their most valued audience.

Other Findings:

  • The most popular display ad formats in Q1, by percentage of impressions, were 300×250 (39.8%) and 728×90 (38.9%).
  • The 320×50 unit was easily the leading mobile ad format, at 88.5% of impressions.
  • The leading video ad formats were 15-second pre-rolls (45%) and 30-second pre-rolls (39%).

About the Data: Data for the Global Digital Audience Report is based on activity on the Turn platform from January to March 2013. Every day, the Turn cloud marketing platform makes over 50 billion advertising decisions, analyzes over 1.5 trillion customer attributes, and provides instant access to more than 1 trillion display, mobile, social, and video advertising impressions every month.