Programmatic advertising spending is on the rise around the world, and with that increased spending comes more competition, in many cases driving higher prices, per data included in a new report from Turn. The study indicates that all channels – display, social, video and mobile – became more competitive over the past year, with social eCPMs rising most rapidly.
According to Turn – which based its findings on data from its advertising platform, which sees more than 1.3 million programmatic advertising impressions per second – social eCPM’s were 24% higher in January 2014 than they were a year earlier. Display eCPMs were up 19% year-over-year, while video eCPMs grew a comparatively smaller 4%. Interestingly, while competition in the mobile space grew, increased supply more than offset the greater competition, with mobile eCPMs actually down 40% year-over-year in January. (Though this report didn’t reveal actual eCPM averages, previous reports such as this one can be referenced for benchmarks.) Read the rest at MarketingCharts.
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