A new study has shown the cost per thousand ad impressions (CPMs) has increased by more than 50% in both mobile apps and on the mobile web, while Android in particular saw massive growth, rising 147% year-on-year.
Android saw a 147% increase in CPMs in 2016
The data comes from marketing automation company PubMatic, and was published as part of its Quarterly Mobile Index report. It notes that while Android made the most significant CPM gains, iOS rose 62%, showing that Android users are of more value to advertisers.
The EMEA region saw the most growth in average CPMs
These figures represent the global outlook. PubMatic examined the same trends on a regional level, to find that the year-on-year change in average CPM was higher in Europe, Africa, and the Middle East, where it rose by 64%. In the Americas, the increase was 30%, but for Asia Pacific, the average dropped by 25%. However, this drop is offset by a 514% increase in monetized impressions.
Rajeev Goel, CEO at PubMatic, said:
“We’re seeing major surges in advertiser demand across both mobile app and mobile web platforms, and we expect these trends to continue as premium publishers create more impactful mobile strategies for brand advertisers. This, in turn, will result in higher-quality mobile experiences for consumers.”