Appodeal: on iOS, eCPM banners in Russia are higher than in the USA

In April, Appodeal released a report on global mobile eCPM for the first quarter of 2023 (January-March). The most important of the research is in the column of Marc Rodriguez, the company’s Product Marketing and Growth Manager.

Mark Rodriguez

We analyzed the data for the first three months of this year. Based on them, we have prepared three information blocks. Each is dedicated to the key findings on eCPM of a particular advertising format.

From the main conclusions:

• in developed countries, eCPM during January-March, as a rule, grew (in some countries, the dynamics from the first month of the quarter to the last was almost 20%);
• some emerging markets have also seen growth. In particular, Saudi Arabia and India showed good dynamics in rewarding and full-screen advertising. However, in the case of banner advertising, the Russian market demonstrated very high indicators (both in numerical value and in terms of dynamics).;
• in terms of platforms, the higher eCPM was on iOS, but this only applied to rewarding and fullscreen advertising. Banner ads showed a higher result on Android devices.

eCPM of rewarding advertising

1) On both platforms, the highest eCPM was observed in the USA. If in December on iOS devices in the States eCPM was $21.49, then in March it was $20.50. For comparison, on Android devices over the same period, eCPM increased by four cents to $18.40.

Rewarding Advertising — iOS — USA

Rewarding Advertising — Android — USA

2) South Korea showed an impressive eCPM level on iOS in January ($21.65), after which the metric went into decline. By the end of March, eCPM in South Korea was $18.74. In the Land of the Rising Sun, the indicator fell slightly in February ($17.46) relative to December-January, and recovered in March ($18.50).

Rewarding Advertising — iOS — Japan and South Korea

3) The strongest fluctuations in dynamics among developed countries were observed in Germany on iOS. First, eCPM fell from $11.25 in December to $9.88 in February, and then — by the end of March — it rose to $10.22.

Rewarding Advertising — iOS — Germany

4) If we talk about emerging markets, there was no significant difference in the behavior of eCPM on iOS devices and on Android devices. For example, in Saudi Arabia, during the first quarter, iOS experienced significant growth (from $12.06 in December to $15.12 in March). eCPM’s growth in the region was also on Android devices (by the end of March, the indicator grew to $4.07).

Rewarding Advertising — iOS — Saudi Arabia

Rewarding Advertising — Android — Saudi Arabia

5) In South Africa, the eCPM of rewarding ads on Android devices remained approximately at the same level during the quarter (there were only minor fluctuations, as a result, the eCPM fell slightly – from $2.45 in December to $2.41 in March). At the same time, in Russia and Poland, eCPM on Android has gone up since the beginning of the year.

Rewarding Advertising — Android — South Africa, Poland and Russia

eCPM of fullscreen ads

1) Consistently the highest eCPM rates for fullscreen ads were observed in the USA on iOS. If by the end of December last year the eCPM in the country was $14.89, then in March this year it was $14.02. At the same time, there was an increase in Australia relative to the final results of last year ($10.84 to $12.19).

Fullscreen Advertising — iOS — USA

2) In the UK and Germany, there was a slight increase in eCPM on iOS. The effective price per thousand impressions in the UK increased from $7.69 in December 2022 to $7.97 in March 2023, and in Germany — from $7.18 to $ 7.27 dollars. However, on Android in these countries there was a decline relative to the December figures. In the UK, eCPM fell $6.43 to $6.01, while in Germany it fell from $5.24 to $4.95.

Fullscreen advertising — iOS — Germany and the United Kingdom

Fullscreen advertising — Android — Germany and the United Kingdom

3) In emerging markets, Saudi Arabia was the leader in eCPM. In March, on the iOS platform, eCPM in this country was $8.26 (in December it was $7.61), and on Android — $3.78 (in December it was $4.07).

Fullscreen Advertising — Android — Saudi Arabia

4) In South Africa, there were fluctuations in eCPM on both platforms. On iOS, the effective price per thousand impressions in February fell to $2.45 (in December it was $3.8), and then in March jumped back almost to the previous values — $3.31. As for Android, eCPM was falling here: if in December it was $3.38, then in March it was already $2.72.

Fullscreen Advertising — iOS — South Africa

Fullscreen Advertising — Android — South Africa

eCPM of banner advertising

1) In the United States, the eCPM of banner ads on iOS in March was lower than in December ($0.32 versus $0.40). In Canada, for example, there was also a drop: eCPM fell from $0.31 in December to $0.27 in March. But here’s the thing: the fall was in January, then there was an increase (by a few cents every month).

Banner Advertising — iOS — USA and Canada

2) On Android, the behavior of eCPM in developed markets is usually similar to the one described just above: a drop in effective value in January and then stable, and sometimes significant growth. For example, this was the case in the USA, which lost 27 cents in January relative to December, and then regained 18 cents by March. The only exception here is the situation in the German market, where there was no growth in March relative to February.

Banner advertising — Android — USA and Germany

3) In emerging economies, the eCPM of banner ads on iOS generally exceeds the values on Android devices. The leader in effective cost per thousand impressions on the Apple platform is Russia. By the end of March, the eCPM in the region reached $0.34 (in December it was $0.32). On Android, Russia is in second place in eCPM (Saudi Arabia is in first place). At the same time, according to the dynamics of eCPM here, Russia showed rapid growth — from $ 0.22 in December to $0.31 in March.

Banner advertising — iOS — Russia

Banner Advertising — Android — Russia and Saudi Arabia

4) In South Africa, the dynamics of eCPM on iOS and Android are different. On iOS, eCPM was $0.20 last December, peaked at $0.22 in February and then dropped to $0.16 in March. There were no such roller coasters on Android eCPM: in January there was a drop of five cents to $0.18, and then the cost was fixed at $0.25.

Banner Advertising — iOS — South Africa

Banner Advertising — Android — South Africa

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More details can be found in the full report for the first quarter of 2023.

By the way, in it you can go to the world map, see eCPM for each of the regions of interest. It also allows you to track the dynamics of eCPM in 18 countries: Australia, Brazil, Great Britain, Canada, France, Germany, India, Japan, Mexico, Philippines, Poland, Russia, Saudi Arabia, South Africa, South Korea, Taiwan, Turkey and the United States.