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Mobile Ad Networks Show Large Variations in eCPM

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Mobile ad optimization company Nexage has launched its inaugural Nexage Metrics report. This study looks at the fluctuation in eCPM across global mobile ad networks during the month of March.

eCPM – effective cost per thousand is a measure that can be used to compare the performance of various advertising. It is calculated by dividing the total earnings by the total number of impressions (in thousands).

The Nexage research shows that mobile ad networks see a substantial level of fluctuation in the eCPM’s that they deliver during a given month. 8 out of 11 ad networks tracked saw a minimum of 37% fluctuation, with some ad networks seeing as high as 89% fluctuation during the month of March.

What is interesting is that this high fluctuation rate was consistent across both bigger and smaller ad networks, with the 3rd highest ad network by revenue, seeing 75% fluctuation.

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“The ad networks do a tremendous job of aggregating and packaging mobile inventory, delivering value for their publisher and advertiser clients,” said Dev Gandhi, Nexage CEO. “But, with any fragmented market, there are efficiency gains to be had for all members of the value chain. We see from this data that the marketplace can value similar inventory very differently over time.”

To read the full Press Release please click HERE


03.05.2010    Tags: ,
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