go-Digital Blog on Digital Marketing

Mobile’s average eCPM inched up a cent from $1.01 in June to $1.02 in September, a relatively inconsequential 0.9% increase. Online video, the most expensive option, remained basically on par with the prior quarter, with eCPMs averaging $10.97 in September from $11.03 in June, a 0.54% decrease.

The increase in display ad eCPM was attributed to increased activity at the end of Q3 for back-to-school campaigns, while mobile’s flat prices are the result of a hike in impressions keeping pace with demand, according to the analysts.

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

• Display: 53% of impressions are in the $0.10-$0.80 range, mostly unchanged from Q1 and Q2. The most popular display ad formats in Q3, by percentage of impressions, were 728×90 (40.4%) and 300×250 (38.5%), also relatively stable from Q2;
• Mobile: 60.6% of impressions are in the $0.10-$1.00 range, up from 56% in Q2 and 52% in Q1. The 320×50 unit was easily the leading mobile ad format, at 82% of impressions, up from 74.9% in Q2, but not quite at Q1′s level (88.5% share); and
• Video: 60.3% of impressions are in the $8-12 range, down from 71% in Q2. The leading video ad formats were 15-second pre-rolls (48%, from 43% in Q2) and 30-second pre-rolls (34.1%, from 38.4%).