CPM on Android has grown by 147 over the year%

Prices for advertising inventory in Android apps have increased by 147% over the year. The cost of advertising on iOS is growing much slower.

As Pubmatic marketing company comments on these figures in its report, the Android platform has become more important for advertisers over the past year. There is no need to be surprised here. The number of Android smartphone users is now almost six times the number of iPhone users.

Prices for advertising inventory in iOS applications increased by 62% in the first quarter of 2016 compared to the same year ago.

The reason for the growth in both cases is the high demand for advertising inventory associated with the constant search for new deeply engaged mobile users. Plus, the price increase is explained by the introduction of new advertising formats, as well as the improvement of user targeting tools.

If you look by region, CPM grew by 30% in the USA over the year, and by 64% in EBVA (Europe, Middle East and Africa). Pubmatic explains this by the active introduction of new formats in these regions, which are the driver of price growth here.

In the Asia-Pacific region, prices, on the contrary, fell on advertising – by 25%. The drop is due to a 514% increase in monetized views.

Pubmatic also shared that CPM on mobile is, on average, 32% higher than CPM on desktop.

However, CPM on mobile has grown faster over the past year: jumping, on average, by 51% against 48% on the desktop.

A source: pubmatic.com

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