In a recent report, Appodeal told how things are going with the eCPM indicator (the effective cost of one thousand impressions) in mobile applications in the Christmas season of 2022. Below are a few conclusions from it.
The advertising market has not yet fully returned to the indicators before the pandemic. Before Christmas 2022, the eCPM for rewarded, fullscreen and banner ads on iOS in almost all countries is still lower than before Christmas 2019. However, the situation is better on Android — eCPM showed good growth, catching up and in some places even surpassing the indicators of three years ago.
This Christmas season, Taiwan has become the leader in terms of the number of impressions to the amount of revenue from rewarded advertising — 8.9% on iOS and 8.62% on Android. The revenue share of this advertising format was 56.27%.
▪️The USA traditionally has the highest eCPM for almost all advertising formats. For example, the eCPM for fullscreen ads on Android in the States is $12.42 (on iOS — $9.44). The only exception was banner advertising on iOS — its eCPM is highest in Australia ($0.31).