Tagged 'eCPM'

Publishing is Dividing into Two Camps

Posted by Francine Hardaway on October 26th, 2012 at 8:08 am

Online publishing seems to be dividing itself into to camps lately: premium and non-premium. We might also refer to them as "video-receptive" and not receptive, open to new formats with hight CPMs, or just interested in filling inventory with anything.
Digging deeper, this goes to the publisher's own brand;  whether it is interested in brand ads or performance ads, whether it sees the future as higher CPM's for fewer ads, or whether it wants to sell out its entire inventory, even as remnant.
For premium publishers, a scarcity of inventory is not only acceptable, in some sense it's desirable. If they run out of inventory, they raise the price, and they actually accept fewer ads. In this sense, they're like old-time glossy magazines; you can only afford them if you are someone they want in the book.  Today, as I write, there is only one ad on the entire Huffington Post home page. These are the basic supply and demand principles: scarce supply drives up price.
Premium publishers are also moving quickly toward video. The single ad on today's Economist home page is a video.
And the single ad at the top of the page on Vogue is a rotator with three promos for the... Read more

Report: The (Blissful) State of Mobile Advertising

Posted by Scott Swanson on July 19th, 2012 at 9:15 am

Did you know that...

The secret to achieving valuable interactions with your brand on mobile is to leverage the sophisticated capabilities of the latest devices?
Business & Finance generates more revenue per impression than any other mobile publishing category?
Mobile ad network performance varies significantly over very short periods of time?

These are some of the highlights from the first quarterly State of Mobile Advertising report that Opera Software, Mobile Theory's parent company, is releasing today -- using data from its mobile ad platform that serves 35 billion impressions a month on 9,000 mobile sites and apps.
Topics include eCPM rates across various mobile devices, mobile monetization by category, and regional breakdown of ad impressions. (Ex: The top 5 European countries are showing impressive growth, but North America still generates 73% of global impressions.)
To review the colorful 8-page report, download it here.
One of the most fascinating areas of the report is the section on rich media. Top of mind for many advertisers now is the ROI on rich media ads, which do carry a higher price tag. There have been studies that do clearly show that rich media on mobile to be more effective in driving higher CTR -- but this report notes that it... Read more