Study: Interactive Ad Rates Spiral Down Dramatically
ADOTAS – Interactive advertising rates are heading south, according to online advertising network operator PubMatic. How far south? They’re down 23% overall, thanks to the wheezing economy.
PubMatic’s AdPrice Index is based on data from more than 3,000 publishers and billions of ad impressions. Large Web sites fared the worst while small sites were able to maintain their monetization rates. eCPMs for large sites (defined as having more than 100 million page views a month) dropped by 52% from 38 cents in March to 18 cents in April.
Medium sites (1 million to 100 million page views a month) were practically flat, dropping a penny from 34 cents in March to 33 cents in April. Small sites actually improved their monetization, increasing from $1.17 in March to $1.29 in April.
Other findings:
• Among the verticals, Social Networking led the plunge with monetization dropping 47%, from 37 cents in March to 19 cents in April, below January lows of 22 cents. Entertainment monetization dropped 17 percent from 40 cents in March to 33 cents in April. Gaming and Sports were down marginally (4% and 5%, respectively). Technology remained relatively flat at 83 cents in April vs. 82 cents in March, but is still off January highs of 92 cents.
• In April 2008, 77% of small Web sites garnered net publisher eCPMs from ad networks of under $1.00, compared with 95% of medium Web sites and 100% of large Web sites.
Reader Comments.
They only have access to publishers that use PubMatic.
So what they’re really saying is “sites that use PubMatic have seen their earnings drop 23%,” no?
- Pingback from Reactions to May Ad Price Index | PubMatic Blog
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