Global eCPM averages increased on a quarter-over-quarter basis across display, mobile, social and video channels, according to Turn’s “Global Digital Audience Report” [download page] covering Q2. Social ads saw the largest relative increase, as eCPMs averaged out at $0.35 in June, up 62% from $0.24 in March. Mobile’s average eCPM also saw significant growth, up 40% from $0.72 to $1.01. Online video, the most expensive option, showed the smallest relative increase, of 10.4%, taking it from an average of $9.99 at the end of Q1 to $11.03 by the end of Q2. Finally, display ads rose from $1.06 in March to $1.22, which the researchers attribute to the “growth or private marketplaces that help set floors on pricing and to advertiser use of paid data for inventory targeting.”
The study illustrates the most common pricing buckets for each channel:
- Display: 54% of impressions are in the $0.10-$0.80 range, mostly unchanged from Q1;
- Mobile: 56% of impressions are in the $0.10-$1.00 range, up from 52% in Q1;
- Social: 46% of impressions are in the $0.10-$0.50 range; down from 61% in Q1; and
- Video: 71% of impressions are in the $8-12 range, relatively unchanged from Q1.
Of course, pricing is also dependent on targeted audiences, and as the study illustrates elsewhere, marketers are willing to pay a 108% premium on average to reach their most valued audience.
Who is that valued audience? Turn offers a few more stats on the “global digital elite.” These individuals, who comprise 2% of the online audience, are 4 times more likely to have a cross-channel experience with brands than everyone else and 32 times more likely to interact with a brand across 3 channels than everyone else.
This audience group is likely to earn about $76,900 per year (or equivalent), be aged 21-34 and to be white-collar professionals. In the US (which houses 83% of the group), they are likely to enjoy fast food, buy men’s clothing and hold an advanced degree.
- The most popular display ad formats in Q1, by percentage of impressions, were 728×90 (39.9%) and 300×250 (38.3%).
- The 320×50 unit was easily the leading mobile ad format, at 74.9% of impressions, though that was down from 88.5% share in Q1.
- The leading video ad formats were 15-second pre-rolls (43%) and 30-second pre-rolls (38.4%).
About the Data: Data for the Global Digital Audience Report is based on activity on the Turn platform from April to June 2013. Every day, the Turn cloud marketing platform makes over 75 billion advertising decisions, analyzes over 1.5 billion customer attributes, and provides instant access to more than 2 trillion display, mobile, social, and video advertising impressions every month.