On April 12th, mobile advertising platform Appodeal released its Q1 2023 report on mobile advertising eCPM (earnings per thousand ad impressions). According to their data, the United States holds the highest eCPM rates across various ad types on iOS and Android devices. In emerging markets, multiple eCPM values in Saudi Arabia experienced significant growth.
Incentivized advertising
The eCPM in the United States remains at the highest level. In December of the previous year, the eCPM for iOS devices in the United States was $21.49, which slightly decreased to $20.50 in March of this year. For Android devices in the United States, the eCPM was $18.36 in December of the previous year, and it slightly increased to $18.40 in March of this year.
The eCPM for iOS devices in Japan and South Korea is also at a relatively high level. In February of this year, the eCPM in Japan was $17.46, and it increased to $18.50 in March. In South Korea, the eCPM reached a high of $21.65 in January of this year but decreased to $18.74 in March.
The eCPM for iOS devices in Germany experienced significant fluctuations. In December of the previous year, it was $11.25, then it decreased to $9.88 in February of this year, and finally increased again to $10.22 in March
December to March eCPM for Mature Markets in Incentivized Advertising. Left: iOS, Right: Android.
In emerging markets, eCPM for iOS devices is generally higher than that of Android devices. However, compared to the mature markets mentioned earlier, the difference between the two is smaller.
In Saudi Arabia, there has been a significant increase in eCPM for iOS devices, from $12.06 in December of the previous year to $15.12 in March of this year. In the same region, eCPM for Android devices also increased to $4.07 in March of this year.
In South Africa, eCPM for Android devices has remained relatively stable. It was $2.65 in December of the previous year and decreased slightly to $2.41 in March of this year.
Interstitial full-screen ads
The United States continues to lead in eCPM, with iOS device eCPM at $14.89 in December of the previous year and $14.02 in March of this year. In most mature market regions, eCPM also remains high or has experienced some growth. For example, in Australia, eCPM increased from $10.84 to $12.19.
The eCPM for iOS devices in both the UK and Germany has shown stable growth. In the UK, the eCPM increased from $7.69 in December of the previous year to $7.97 in March of this year. In Germany, the eCPM increased from $7.18 to $7.27 during the same period. However, both regions experienced a decrease in eCPM for Android devices. In the UK, the eCPM decreased from $6.43 to $6.01, and in Germany, it decreased from $5.24 to $4.95.
December to March mature market interstitial full-screen ad eCPM. Left: iOS, Right: Android.
Saudi Arabia’s iOS device eCPM has shown significant growth, increasing from $7.61 in December last year to $8.26 in March this year. The eCPM for Android devices also increased to $3.78 in March this year.
The eCPM in South Africa has experienced some fluctuations. The eCPM for iOS devices in the region was $3.80 in December last year, then dropped to $2.45 in February this year, and increased again to $3.31 in March. The eCPM for Android devices decreased from $3.38 in December last year to $2.72 in March this year.December-March eCPM for emerging markets in full-screen interstitial ads. Left: iOS, Right: Android
Banner ads
The eCPM for banner ads on iOS devices is generally lower compared to Android devices.
In the United States, the eCPM for banner ads decreased from $0.40 in December of last year to $0.32 in March of this year. Similarly, other mature market regions also experienced some downward fluctuations, such as Canada, where the eCPM dropped from $0.31 to $0.27.
On the contrary, the eCPM for banner ads on Android devices has shown a significant upward trend since January of this year. The United States, in particular, has seen the most notable increase in eCPM.
December-March mature market banner ad eCPM. Left: iOS, Right: Android
Russian iOS device eCPM saw a slight increase from $0.32 to $0.34. The eCPM for Android devices in that region also increased from $0.22 in December last year to $0.31 in March this year.
December-March Emerging Market Banner Ad eCPM. Left: iOS, Right: Android
Here are the average eCPM values in different countries and regions around the world for different devices and ad types in Q1 of 2023:
iOS Incentivized Ads eCPM iOS Interstitial Ads eCPM iOS Banner Ads eCPMAndroid Incentivized Ads eCPM Android Interstitial Ads eCPM Android Banner Ads eCPM