The Mobile eCPM Report is now Appodeal Benchmarks! [In-App Ad Monetization Worldwide]

Updated on November 23rd, 2024.

We’re thrilled to announce the release of Appodeal Benchmarks, a powerful, free-to-use tool for anyone in the mobile gaming and ad tech industry!

As with the old eCPM Report, we will update the data on our new tool, Appodeal Benchmarks, every quarter. But this time, we will not just give you eCPMs but also retention data, ad impressions, and much more data, based on millions of ad impressions worldwide from 80+ Ad Networks.

With Appodeal Benchmarks, we’re giving mobile app developers, publishers, and marketers the tools they need to fully understand their monetization potential across multiple dimensions — on-demand and free.

Optimize your Ad Monetization Strategy, find new audiences, and learn new ways to increase your revenues.

Try out Appodeal Benchmarks today and take the guesswork out of monetization!

Summary:

• Appodeal Benchmarks: eCPM Reports on Demand!
  • How to use this tool?
  • Why Appodeal Benchmarks?
  • What’s Next? Incoming Updates
  • About the Data Source
• 2024 Q2 - Mobile eCPM Highlights
• 2024 Q1 - Mobile eCPM Highlights
• 2023 Q4 - Mobile eCPM Highlights
• 2023 Q3 - Mobile eCPM Highlights
• 2023 Q2 - Mobile eCPM Highlights
• 2023 Q1 - Mobile eCPM Highlights
• 2022 Q4 - Mobile eCPM Highlights
• 2022 Q3 - Mobile eCPM Highlights
• 2022 Q2 - Mobile eCPM Highlights
• 2022 Q1 - Mobile eCPM Highlights
• 2021 Q4 - Mobile eCPM Highlights
• 2021 Q3 - Mobile eCPM Highlights
• 2021 Q2 - Mobile eCPM Highlights
• 2021 Q1 - Mobile eCPM Highlights
• 2020 Q4 - Mobile eCPM Highlights
• 2020 Q3 - Mobile eCPM Highlights
• 2020 Q2 - Mobile eCPM Highlights
• 2020 Early-Covid - Mobile eCPM Highlights
• 2020 Q1 - Mobile eCPM Highlights
• 2019 Q4 - Mobile eCPM Highlights

eCPM Reports on Demand!

While many companies are moving towards more closed-off ecosystems, we at Appodeal take the opposite approach. Transparency and data accessibility are at the core of our mission—to help app creators scale and grow their businesses with clear, actionable insights.

This marks a significant step forward in providing transparency and accessibility in an industry that often feels like a black box.

With Appodeal Benchmarks, you can dive deep into the mobile ad industry like never before. You’ll have access to key monetization and retention metrics—such as eCPMs, Impressions per User, and Daily Retention Rates—all broken down by app category, country, platform, and more, giving you a comprehensive understanding of your app’s performance in a matter of clicks.

How to use Appodeal Benchmarks?

It’s simple. Our tool features five filters:

• App Category: Choose from the categories available on major app stores.
• Mobile Platform: Select iOS or Android.
• Country: Filter data by specific countries where we have robust data sets.
• Period: Pick the month for which you want to view data.
• App Size: Filter by app size to compare with apps that match your user base—whether your app has a few million installs or hundreds of millions.

Once these are set, you’ll receive detailed and highly accurate metrics tailored to your needs.

Right now, Appodeal Benchmarks offers insights into the three most important metrics we’ve identified:

• eCPMs (Effective Cost per Mille): The revenue generated per 1,000 ad impressions.
• Impressions per User: The number of ad impressions served per user in a given period.
• Daily Retention Rates: How well your app retains users over time.

We’ve chosen these metrics based on their relevance to monetization and retention strategies, but we’re just getting started.

More metrics will be added soon, and we’d love to hear your suggestions!

Feel free to contact me on LinkedIn if there’s a specific metric you’d like to see in the Appodeal Benchmarks!

Why Appodeal Benchmarks? A Natural Evolution

When I joined Appodeal in early 2020, I launched the Mobile eCPM Report, which provided quarterly insights into eCPMs across the top 3 mobile ad formats: banners, interstitials, and rewarded videos.

What started with just five countries quickly grew to nearly 20, offering developers key information on monetization performance worldwide.

Building on that foundation, we also released the Mobile Performance Index Report annually, which added new dimensions like ARPU (Average Revenue per User), impressions, and retention data. These reports were well-received, but we knew we could take it further.

Appodeal Benchmarks is a natural evolution of all those reports. A tool that goes beyond eCPMs and brings more monetization metrics, such as data impressions and even retention metrics! We have also expanded the list of countries from 20 to over 120!

This was a well-deserved update in an industry that is ever-changing and forever challenging.

Finally, get instant access to top-quality data without digging through lengthy reports!

What’s Next for Appodeal Benchmarks?

We’re committed to keeping Appodeal Benchmarks as fresh and relevant as possible. We're working to update the data once every quarter, just like our original Mobile eCPM Reports. We’re also working on several new features, including:

• Regional & Tier Filters: We’re expanding country filters to include regions like West Europe, East Europe, EMEA, Asia, etc., as well as classifications by Tier-1, Tier-2, and Tier-3 markets.
• Quarterly Periods: Besides monthly metrics, you’ll soon be able to view data over broader periods.
• Trend Charts: Similar to the Mobile eCPM Report, we want to display the evolution of key metrics over time with charts showing month-by-month data.

About the Data Source

It’s one thing to talk about transparency, but with Appodeal Benchmarks, we’re showing it. The data in this tool is drawn from billions of anonymized ad impressions we serve across our network.

Unlike other benchmarking tools in the industry, the Appodeal Benchmarks breaks down revenue metrics by specific ad formats, offering the most accurate picture possible for each app category and platform.

The Appodeal Benchmarks represent the average eCPMs from billions of ad impressions served during the analyzed period for each country worldwide, where we have significant impression data.

Our algorithm evaluates each ad bid in real time, serving the highest bidder to ensure your app's best possible ad revenue. While many tools offer broad industry averages, we provide detailed, format-specific metrics—something almost no one else in the gaming industry is doing.

We hope mobile app publishers and developers will find the Appodeal Benchmarks useful for their app's ad revenue and for gaining a fuller understanding of earning potential worldwide as their app grows.

2024 Q2 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• United States: Consistent Performance - The U.S. maintained stable eCPM figures, with iOS showing a slight increase of approximately 3% from April to May, and Android reaching its highest point in June with a moderate gain.
  • Takeaway: Optimize ad frequency and quality to capitalize on the consistent market.
• Canada and Australia: Fluctuations - Canada displayed notable variability, particularly on Android, where figures decreased by about 24% from March to June. Australia showed mixed trends, with iOS experiencing a dip in May, while Android achieved its peak performance in the same month with a significant boost.
  • Takeaway: Focus on user engagement and retention strategies to stabilize revenue.
• Japan and Taiwan: Highs and Lows Japan’s iOS eCPM showed significant fluctuation, with a peak increase in June. Taiwan had impressive highs on iOS in April, representing a marked improvement compared to other months. Android remained relatively stable in Japan and modest in Taiwan.
  • Takeaway: Optimize ad timing and content during peak eCPM periods for better engagement.
• Emerging Markets: Gradual Increases Emerging markets for Android experienced gradual eCPM growth, with Russia showing an approximate 30% increase from March to June. Saudi Arabia led iOS performance with strong figures, while India remained at the lower end of the spectrum.
  • Takeaway: Tailor ad content to local preferences and improve engagement to maximize eCPM.

Key Insights of Full-Screen Ads

• United States: Steady Performance - The United States maintained stable eCPM figures throughout 2023. For iOS, there was a modest increase of around 4% from March to June, while Android showed a smaller but steady growth of about 4% during the same period.
  • Takeaway: Developers should leverage this consistency by maintaining high ad quality and frequency to maximize revenue.
• Canada and Australia: Mixed Results - Canada experienced fluctuations, with iOS eCPM showing a variation of approximately 12%, while Android displayed a moderate growth of about 10% from April to June. In Australia, iOS values varied within a 20% range, while Android saw a peak improvement of approximately 15% in May.
  • Takeaway: Focus on user engagement and retention strategies to smooth out eCPM variations and stabilize revenue.
• Japan and South Korea: Divergent Trends - Japan’s iOS eCPM saw a slight decline of about 7% from March to June, while Android exhibited growth of nearly 17% over the same period. South Korea mirrored this divergence, with iOS eCPM decreasing by around 24% and Android increasing by approximately 6%.
  • Takeaway: Optimize ad placements and enhance user interaction to capitalize on Android’s growth in these markets.
• Emerging Markets: Gradual Growth - Emerging markets showed gradual eCPM growth. For iOS, Saudi Arabia experienced a decline of nearly 27% from March to June, while Android saw Russia achieve an approximate 25% increase in the same period. India remained the lowest-performing market but showed slight incremental improvements.
  • Takeaway: Tailor ad content to local preferences and improve engagement to harness the gradual eCPM growth in these markets.

Key Insights of Banner Ads

• United States: Consistent and Leading - The United States maintained strong eCPM figures, leading among mature markets. For iOS, there was a modest decline of about 9% from March to June, while Android remained robust, peaking in March and stabilizing with a slight drop of around 5% from May to June
  • Takeaway: Developers should focus on maintaining high ad quality and frequency to leverage the consistent and leading eCPM values in the U.S.
• Canada and Australia: Declining eCPMs - Both Canada and Australia experienced declining eCPMs. Canada’s iOS eCPM decreased by approximately 19% from March to June, while Android saw a drop of about 16% over the same period. In Australia, iOS values fell by 21%, while Android showed fluctuations but ended with a decrease of around 11%.
  • Takeaway: Employing user-retention strategies and enhancing the user experience can help counterbalance the declining eCPMs in these markets.
• Japan and South Korea: Stable but Modest - Japan and South Korea displayed stable yet modest eCPM figures. Japan’s iOS eCPM declined by about 33% from March to June, while Android remained relatively steady, showing no significant shifts and ending with stable figures in June. In South Korea, iOS eCPM hovered with minimal changes, while Android dropped by approximately 20% from March to June after peaking earlier in the year.
  • Takeaway: To optimize revenue in these stable markets, focus on increasing ad engagement and exploring new ad formats.
• Emerging Markets: Mixed Performance - Emerging markets showed mixed performance. Russia led with higher eCPMs, showing a significant improvement in iOS during April, and Android achieved its peak performance in March with moderate growth before stabilizing. India remained the lowest-performing market, with slight declines in iOS and stability in Android. Saudi Arabia saw notable drops across both platforms, signaling potential for targeted engagement improvements.
  • Takeaway: Tailoring ad content to local preferences and improving user engagement can help maximize eCPMs in these diverse markets.

2024 Q1 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Across mature markets, eCPM trends for iOS devices demonstrated consistent growth with notable spikes. The United States and Taiwan had the highest eCPM rates in March. While most countries showed an upward trend, Australia's eCPM dropped in February but recovered in March. Notably, South Korea and Taiwan exhibited significant growth, making them high-value targets for mobile ad revenue.
  • Takeaway: Prioritize these markets by tailoring content and ad strategies to their specific user preferences, leveraging the high eCPM rates in Taiwan and South Korea for maximized revenue.
• Among emerging markets on iOS, Saudi Arabia and Brazil showed extraordinary eCPM growth. This indicates a burgeoning potential for mobile ads in these regions. Interestingly, Russia and Turkey also saw consistent growth.
  • Takeaway: Mobile app developers should not overlook these growing markets. Diversifying into emerging countries with rising eCPM rates, like Saudi Arabia and Brazil, could yield significant revenue boosts.
• The Android platform in mature countries showed a general decrease in eCPM values over time. However, South Korea bucked this trend spectacularly, growing in March.
  • Takeaway: Focus on markets like South Korea for Android-based monetization strategies. The observed growth indicates a strong user engagement that can be capitalized on with targeted ad campaigns.
• Emerging markets for Android devices showed a more stable or slightly growing trend in eCPM values. Notably, Saudi Arabia and Mexico saw increases, with Saudi Arabia increasing by 25% from December to March.
  • Takeaway: Leverage the stability and growth in eCPM rates in countries like Saudi Arabia and Mexico for consistent ad revenue streams from Android apps.

Key Insights of Full-Screen Ads

• Mature markets have demonstrated impressive resilience and growth, particularly in iOS devices. The United States leads with a steady increase in eCPM values, culminating at its highest peak in March, closely mirrored by its Android counterpart. Similarly, Taiwan and South Korea have shown remarkable growth. These trends highlight interstitial ads' robust demand and effectiveness in these regions.
  • Takeaway: Targeting mature markets with high-quality interstitial ads can lead to significant revenue opportunities, especially in the United States, Taiwan, and South Korea.
• Emerging markets have revealed a notable potential for growth, especially on iOS platforms. Saudi Arabia stands out with a dramatic increase in eCPM values, peaking in March.
  • Takeaway: Expanding into emerging markets like Saudi Arabia and Brazil, which show upward trends in eCPM values, could be a strategic move for developers looking to diversify their ad revenue sources.
• In mature markets, Android devices exhibit a more varied pattern. The United States saw a decrease in eCPM values from December to March, although South Korea presented an exception with an increase in March.
  • Takeaway: Despite overall growth, platform-specific strategies are crucial for maximizing ad revenue.
• The Android platform in emerging countries displayed steady eCPM growth, with countries like Saudi Arabia and Mexico showing promising increases.
  • Takeaway: This stability, combined with gradual growth, indicates a growing acceptance and effectiveness of interstitial ads among users in these regions.

Key Insights of Banner Ads

• In mature markets for iOS devices, a slight but consistent upward trend in eCPM values from December to March signals stable growth, with the United States leading in March. The steady increase suggests a resilient market for banner ads on iOS platforms.
  • Takeaway: Focus on engaging and high-quality banner ads to maintain user interest and drive better eCPM rates in these mature markets.
• Notably, emerging markets for iOS devices have shown a significant increase, particularly in Russia, where eCPM jumped by 10% from December to March.
  • Takeaway: This growth indicates an expanding opportunity for publishers looking to tap into these markets.
• A noteworthy observation is the higher eCPM values for Android devices across all markets, peaking in the United States in March.
  • Takeaway: This difference underscores the importance of platform-specific strategies when planning banner ad monetization approaches.
• Emerging markets for Android devices demonstrated resilience, with Saudi Arabia's eCPM reaching eCPM levels of a mature market in March.
  • Takeaway: Even within emerging markets, banner ads in some specific emerging countries should be a safe bet.

2023 Q4 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Across both iOS and Android platforms, the United States has maintained a strong and relatively stable eCPM trend. For iOS, the eCPM started strong in September and saw a slight decrease by December. Android eCPM followed a similar pattern, starting at quite high in September and settling by December.
  • Takeaway: Mobile app developers and publishers should focus on the U.S. market for consistent revenue generation, with a strategic blend of ad formats to cater to both platforms.
• The United Kingdom, France, and Germany displayed varying eCPM trends in the European sector. For iOS, the UK started higher in September and saw a decrease by December. France and Germany showed more significant drops. On the Android side, all three countries experienced a decline in eCPM values, with Germany showing the steepest fall.
  • Takeaway: Diversification in ad formats and targeting strategies is crucial in these European markets to adapt to the fluctuating eCPM trends.
• Asia-Pacific Region (Japan, Taiwan, South Korea) showed resilience, especially in South Korea, where iOS eCPM climbed from September to December. Japan and Taiwan also demonstrated strong eCPM figures, particularly on iOS, with Taiwan peaking in October. The Android platform consistently increased in South Korea and Taiwan, indicating a growing ad market.
  • Takeaway: Expanding into the Asia-Pacific market, particularly South Korea and Taiwan, can be advantageous, focusing on high-engagement ad formats to leverage the growing eCPM rates.
• Emerging Markets (Russia, Poland, Turkey, Saudi Arabia, India, Philippines, Brazil, and Mexico) experienced more volatility in eCPM values. For instance, on iOS, Saudi Arabia started high in September but dropped by +30% by December. Similar trends were observed in other countries like Brazil and Mexico. Android eCPM also fluctuated, with Russia and Poland showing a general increase.
  • Takeaway: Targeted campaigns and localized content could be key in leveraging the dynamic eCPM landscape in these emerging markets for better monetization opportunities.
• Canada and Australia presented a contrasting picture. In Canada, iOS eCPM values gradually increased from September to December, while Australia's eCPM decreased in the same period. The Android platform showed a similar trend, with Canada experiencing a slight increase, while Australia decreased in eCPM.
  • Takeaway: In Canada, focusing on user retention strategies could capitalize on the rising eCPM, while in Australia, exploring diverse ad formats and strategies may help counter the decline of eCPM.

Key Insights of Full-Screen Ads

• The United States stands out with its relatively stable eCPM trends across iOS and Android platforms. For iOS, the eCPM slightly declined from September to December. Android showed a similar trend.
  • Takeaway: App developers in the U.S. should maintain a consistent ad strategy, focusing on high-quality interstitials to sustain steady eCPM rates.
• Canada exhibited a fluctuating trend on iOS, peaking at $9.20 in November, then dipping by 10%. Australia's eCPM on iOS showed a gradual decline, too. Both countries experienced a decrease in eCPM on Android, with Canada starting higher than in December.
  • Takeaway: In these markets, diversifying ad placement timings and experimenting with creative formats could help adapt to the variable eCPM trends.
• The UK, France, and Germany presented varied eCPM trends in Europe. The UK saw a steady decline in eCPM on iOS. France and Germany also showed a downward trend on both platforms, with Germany's Android eCPM drop.
  • Takeaway: Marketers in these regions should focus on localized and targeted ad campaigns to engage users better and potentially boost eCPM rates.
• Asian Markets (Japan, Taiwan, and South Korea) demonstrated resilience, particularly South Korea, which saw a rise in iOS eCPM. Japan and Taiwan also maintained robust eCPM figures on both platforms, with Taiwan's iOS eCPM peaking at $10.36 in October.
  • Takeaway: Leveraging user preferences and localizing content in these markets could be beneficial for publishers to capitalize on the resilient eCPM trends.
• Emerging markets like Russia, Poland, Turkey, Saudi Arabia, India, and others displayed dynamic eCPM movements. Notably, Russia's eCPM on iOS increased. In contrast, countries like Saudi Arabia saw a significant drop in iOS eCPM.
  • Takeaway: Adapting to the evolving dynamics of these markets, such as by incorporating regional trends into ad content, could help navigate the fluctuating eCPM landscape.

Key Insights of Banner Ads

• In the United States, mobile banner ads steadily increased eCPM values throughout 2023. On iOS devices, eCPM grew from September to November before slightly decreasing in December. Android devices mirrored this trend.
  • Takeaway: U.S. mobile app developers should continue focusing on banner ads, as their consistent performance indicates a reliable revenue source.
• Both Canada and Australia experienced modest fluctuations in eCPM values. For iOS devices in Canada, eCPM rose, while Australia remained relatively stable. Both countries peaked in November on Android, with Canada reaching $0.61 and Australia at $0.54.
  • Takeaway: Developers in these markets should closely monitor eCPM trends and adjust ad strategies to optimize earnings.
• United Kingdom, France, Germany, and other European countries, the eCPM trends for banner ads were varied but generally stable. On iOS, the UK’s eCPM was consistent, while France and Germany saw slight increases. Android eCPM also showed stability with gradual increases over the months.
  • Takeaway: Publishers in Europe should maintain a steady banner ad strategy, possibly integrating slight increases in frequency or diversification in ad types to capitalize on this stability.
• Japan, Taiwan, and South Korea showed a steady increase in banner ad eCPM, especially on Android platforms. South Korea's eCPM on Android rose from September to December. iOS platforms in these countries also displayed a gradual increase.
  • Takeaway: In these Asian markets, focusing on Android platforms for banner ads might be more lucrative, considering the consistent rise in eCPM values.
• Emerging markets like Russia, Poland, Turkey, Saudi Arabia, and others exhibited a gradual improvement in banner ad eCPM, especially on Android. For instance, eCPM in Russia on Android gradually increased across the period. On iOS, these markets also showed modest growth.
  • Takeaway: App developers in emerging markets should leverage this gradual improvement by optimizing banner ad placements and possibly experimenting with different creative formats to enhance user engagement.

2023 Q3 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• The United States exhibited robust eCPM figures in 2023Q3, maintaining stability throughout. While Android platforms peaked in June at $19.21, the iOS side was not far behind with substantial values, peaking likewise in June at $17.84.
  • Takeaway: App developers should optimize ad frequency and quality to maximize revenue, considering the U.S. market's lucrative and stable eCPM trends.
• Canada and Australia: Both countries, especially on the iOS platform, have shown a declining trajectory in eCPMs. For instance, Australia dropped from $12.64 to $11.37 from June to September, while Canada hit the lowest at $6.17 in September.
  • Takeaway: It is time to employ user-retention strategies through enhanced user experience, which could counterbalance the dipping eCPMs.
• Taiwan and South Korea: Both countries had a downward trend in iOS eCPMs during the summer, which recovered in September. South Korea moved from $17.12 to $15.87, while Taiwan oscillated, peaking at $15.19 in July.
  • Takeaway: Plan premium ad spaces during peak months, and launching user-engagement campaigns during dips could safeguard consistent monetization.
• France and Germany: Despite mild fluctuations, both countries (especially on iOS) stood out as stable, mature markets. The eCPMs remained in a relatively tight window.
  • Takeaway: These markets can be used for sustained revenue. Consider timing campaigns during slightly elevated eCPM periods for optimal results.
• Russia, especially in the iOS arena, illustrated an appreciable ascent from $5.27 to $6.80 (June to August). Contrastingly, Saudi Arabia’s eCPM on iOS marked a noticeable drop from $12.31 in June to $11.66 in September.
  • Takeaway: Consider targeting Russian markets during an upswing and reevaluating Saudi strategies to capture maximal returns amid the eCPM downturn.
• Across both platforms and all months, India’s eCPM lingered on the lower end of the spectrum. The stark low was recorded on Android in July and August at a mere $0.95.
  • Takeaway: Pivot towards alternative monetization strategies, like in-app purchases, or explore other geographical markets to bypass India’s current eCPM trend during summer.
• The Philippines offered an uplifting narrative, moving from a low eCPM of $1.94 in July to a significant rise at $2.36 in September. Contrastingly, Brazil’s market experienced minor fluctuations, with a discernible descent to $2.03 in September.
  • Takeaway: Leverage rising eCPMs in the Philippines and reassess Brazilian strategies to decipher the underlying cause of dwindling figures.

Key Insights of Full-Screen Ads

• The U.S. and Canada demonstrated commendable stability, especially in iOS. The U.S. consistently hovered around $15 eCPM for iOS, with Android not far behind, maintaining a strong presence in the $13-$15 range. Canada exhibited minor fluctuations but kept a steady course on both platforms.
  • Takeaway: With consistent eCPMs, developers should explore full-screen ad integrations, ensuring a stable revenue stream without drastic ebbs and flows.
• Taiwan and South Korea: East-Asian markets presented a notable eCPM trajectory, especially on iOS platforms, with higher values than Android. South Korea experienced a decrease in September’s iOS eCPMs, whereas Taiwan maintained robust numbers on the iOS platform.
  • Takeaway: Developers eyeing Asian markets might prioritize full-screen ad placements on iOS platforms to leverage higher eCPM rates and potentially consider diversifying ad formats on Android to find the most engaging format.
• Witnessing the European nations (United Kingdom, France, and Germany), a subtle decline is particularly noticeable on the iOS platform. For instance, the United Kingdom observed a slight shift from $9.62 to $9.25 on iOS, maintaining relatively lower eCPMs on Android.
  • Takeaway: Publishers could explore other ad formats or strategically bundle full-screen ads with rewarding mechanisms to enhance user engagement and stabilize eCPM in these European markets.
• Emerging Markets: iOS consistently showcased higher eCPM values across markets like Russia and Saudi Arabia than their Android counterparts. However, tight competition between iOS and Android platforms was observed in countries like Brazil and India, with minimal eCPM disparities. Interestingly, India demonstrated the lowest eCPMs across the board, emphasizing the need for volume to achieve substantial ad revenue.
  • Takeaway: Emphasizing ad placements on iOS could benefit certain emerging markets, but a volume strategy might be more appropriate in nations like India, where eCPMs are considerably lower.
• Australia’s eCPM on iOS diminished from June to September. Android platforms also observed a minor dip yet managed to maintain eCPM above $10 for the observed period.
  • Takeaway: Developers targeting Australia might engage in detailed A/B testing to identify user-behavior shifts and adapt their ad strategy accordingly, ensuring they navigate the diminishing eCPM effectively.
• Japan presented a curious case, where eCPM consistently stayed lower on iOS than Android, quite contrastingly to several other mature markets.
  • Takeaway: An in-depth analysis of user interaction with full-screen ads might be valuable to comprehend the lower eCPM on iOS and adjusting the ad experience to be more aligned with user preferences in Japan.

Key Insights of Banner Ads

• The United States sustains modest stability in eCPM values across both iOS and Android platforms.
  • Takeaway: The consistency in the U.S. market suggests a balanced strategy in ad allocations across various platforms to sustain revenue streams and mitigate risks
• In the mature countries' landscape, France and Germany showed limited fluctuations in eCPM across both platforms. Both countries exhibited a gentle ebb and flow.
  • Takeaway: Developers might find reliable, albeit limited, monetization streams in these markets by investing in quality content, potentially elevating user engagement and ad impressions.
• Australia manifested a distinctive upswing from August to September for iOS and also noted a boost in the same period on Android, signaling a dynamic mobile advertising landscape.
  • Takeaway: The upward trend indicates the right moment to enhance ad placements and explore new ad networks to maximize eCPM values.
• Emerging markets illustrated contrasting behaviors between platforms. While iOS eCPMs in Russia and Poland remained somewhat stable, Android eCPM in countries like India and Turkey demonstrated noticeable dips and rises.
  • Takeaway: Given the varying eCPM landscape in emerging markets, a split-platform strategy, tailoring ad content, and frequency to respective platform trends might yield optimized outcomes.
• South Korea maintains its position with a balanced eCPM across both platforms and does not mirror the disparities in other mature markets. Navigating through the months, we can observe marginal variations, showcasing a reliable yet growing market.
  • Takeaway: Consider adding new ad sources to boost user engagement and increase your eCPMs in South Korea.
• Mexico and Brazil exhibited some lively movements, with Mexico showcasing a slightly increasing trajectory in eCPM while Brazil oscillated throughout the period.
  • Takeaway: Navigating vibrant markets like these might require a flexible ad strategy, continuously adapting to eCPM trends, and optimizing ad sources and ad setup to align with market receptivity.

2023 Q2 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• The United States maintains a firm lead in both iOS and Android platforms. For iOS rewarded ads, eCPM values began at $20.50 in March, then experienced a slight dip in April and May, falling to $19.93 and $17.53, before recovering slightly in June to $17.84. The Android platform in the US showed a steady upward trend, starting at $18.40 in March and climbing each month to reach a peak of $19.21 in June.
• Asia continues to be a formidable player, particularly in the iOS market. Japan kicked off with an eCPM of $18.50 in March and experienced a dip in April and May, falling to $16.93 and $13.69, respectively, before climbing back to $14.97 in June. South Korea saw a similar trend, starting at a robust $18.74 in March before declining in April to $15.88, slightly recovering in May at $17.38, and ending the period at $17.12 in June.
• Germany on iOS devices showed less fluctuation than its Asian counterparts, starting at $10.22 in March, slightly decreasing over the months, and finishing at $9.03 in June.
• In emerging markets, iOS consistently outperforms Android. Saudi Arabia exemplifies this trend, with iOS eCPMs starting at a high $15.12 in March and ending at a respectable $12.31 in June. Although lower, Android eCPMs in Saudi Arabia show a steadier trend, hovering around $3.18 - $4.07 during the same period.
• India, a key emerging market, displays a declining trend on the iOS platform, with eCPMs falling from $3.17 in March to $2.85 in May before slightly recovering to $3.12 in June. However, the Android platform in India remained steady, with minimal fluctuation around $1.10 - $1.22.
• South Africa's Android platform showed promising consistency, with eCPM values remaining around $2.41 - $2.74 from March to June, suggesting stability in this region's Android market.

Key Insights of Full-Screen Ads

• The United States still leads on iOS and Android platforms in the Full-Screen Ads or Interstitials segment. For iOS, the eCPM for interstitial ads started at $14.02 in March and dipped slightly in April to $13.73 before bouncing back and increasing steadily, finishing at $15.30 in June. On the Android platform, the US had a relatively steady performance with slight variations, starting at $15.02 in March, and experiencing a slight dip to $14.65 in June.
• Amongst the mature markets, we observe the highest rise in the United Kingdom, where iOS eCPMs rose from $7.97 in March to $9.62 in June. Similarly, Canada and Australia also showed an upward trend, with Canada reaching $7.98 in June and Australia peaking at $11.72 in the same month. In contrast, these countries saw a slight decrease or remained stable on the Android platform.
• Asian markets, including Japan, Taiwan, and South Korea, demonstrated variability. For iOS, Japan's eCPM started at $9.45 in March, dipped to $8.25 in May, and slightly rose to $8.70 in June. Taiwan saw a steady decrease from $11.12 in March to $9.74 in June, while South Korea had a more stable trend around the $8-$9 range. On Android, these countries showed a decline in eCPM over the months, with Japan falling from $6.94 in March to $7.25 in June, Taiwan dropping from $7.71 to $6.56, and South Korea decreasing from $10.33 to $10.09.
• In emerging markets, eCPM for Interstitial Ads on iOS and Android platforms showed mixed trends. In Saudi Arabia, iOS eCPMs started at a strong $8.26 in March, dipped in April and May, and rebounded to $7.76 in June. Android eCPMs followed a similar path, decreasing from $3.78 in March to $3.57 in June. In contrast, Brazil's eCPM for iOS demonstrated an upward trend, starting at $4.23 in March and peaking at $4.86 in June.
• India's eCPM values for Interstitial Ads showed a decrease across both platforms. On iOS, it dropped from $1.78 in March to $1.32 in June; on Android, it dropped from $1.04 in March to $0.98 in June.
• South Africa's Android platform displayed a relatively consistent eCPM of around $2.5, suggesting a stable Android market in this region.

Key Insights of Banner Ads

On the iOS platform:

• The United States again leads the eCPM rates for Banner Ads. Starting at $0.32 in March, there's a gradual increase, and it finishes strong at $0.42 in June. This steady rise indicates the growing effectiveness and value of Banner Ads for this region. Similarly, in June, Canada and Australia showed a rising trend, with eCPMs reaching $0.33 and $0.35, respectively.
• A slight but steady rise can be observed from March to June for the United Kingdom, France, and Germany. The highest increase is in the United Kingdom, where eCPM rose from $0.16 to $0.22. Interestingly, the Asian markets of Japan, Taiwan, and South Korea display a relatively stable trend on iOS.
• In emerging markets such as Russia, Poland, Turkey, Saudi Arabia, India, the Philippines, Brazil, Mexico, and South Africa, iOS eCPMs have remained relatively stable. However, Brazil slightly increased from $0.14 in March to $0.15 in June.

On the Android platform

• The eCPM values show a slightly different pattern. While the United States continues to lead, starting at $0.79 in March and reaching $0.84 in June, the increase is not as pronounced as on iOS. Canada and Australia fluctuated slightly but remained stable, with final values of $0.48 and $0.48, respectively.
• Germany experienced the most notable increase in mature markets, with its eCPM value rising from $0.25 to $0.29 from March to June. In contrast, Asian markets experienced a slight decrease in eCPM, especially Taiwan, which fell from $0.27 to $0.19 over the same period.
• In the emerging markets on Android, a fairly stable trend was observed. Russia and Saudi Arabia slightly fluctuated but ended up at the same eCPM as in March, which were $0.31 and $0.32, respectively. In contrast, India maintained a consistently low eCPM, around $0.07-$0.09, the lowest amongst the countries listed.

2023 Q1 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• The United States is leading the pack. In December, the eCPM for Rewarded Ads on iOS devices in the US was $21.49, and it remained strong through March at $20.50. In contrast, the eCPM for Rewarded Ads on Android devices in the US started at $18.36 in December and reached $18.40 in March.
• Japan and South Korea show impressive eCPM values for iOS devices, with Japan slightly dropping in February ($17.46) before recovering in March ($18.50). South Korea peaked in January at $21.65, followed by a steady decline to $18.74 in March.
• Germany experienced the most significant fluctuation in eCPM values for iOS devices, dropping from $11.25 in December to $9.88 in February before bouncing back to $10.22 in March.
• In emerging markets, iOS eCPMs generally outperformed Android eCPMs. However, the gap between the two platforms is smaller than in mature markets. In Saudi Arabia, eCPM values for Rewarded Ads on iOS devices experienced significant growth, from $12.06 in December to a peak of $15.12 in March. Android eCPMs in Saudi Arabia also saw an upward trend, reaching $4.07 in March.
• South Africa's eCPM for Rewarded Ads on Android devices remained relatively stable, fluctuating between $2.65 in December and $2.41 in March. This contrasts with more significant fluctuations seen in countries like Russia and Poland.

Key Insights of Full-Screen Ads

• The United States consistently leads, with eCPM values rising from $14.89 in December 2022 to $14.02 in March 2023. In the same period, other mature countries also experienced growth, such as Australia, which saw an increase from $10.84 to $12.19.
• The United Kingdom and Germany demonstrated steady eCPM growth on iOS devices. The UK's eCPM increased from $7.69 in December 2022 to $7.97 in March 2023, while Germany's eCPM values rose from $7.18 to $7.27. However, these countries experienced lower eCPM values on Android devices, with the UK's eCPM increasing from $6.43 to $6.01; and Germany's eCPM rising from $5.24 to $4.95.
• Saudi Arabia stands out with significant growth in eCPM values for Interstitial Ads on iOS devices, starting at $7.61 in December 2022 and peaking at $8.26 in March 2023. The eCPM for Android devices in Saudi Arabia also displayed a similar upward trend, reaching $3.78 in March 2023.
• South Africa experienced fluctuations in eCPM values for Interstitial Ads on iOS and Android devices. On iOS devices, the eCPM dropped from $3.80 in December 2022 to $2.45 in February 2023 before rebounding to $3.31 in March 2023. Meanwhile, Android eCPMs increased from $3.38 in December 2022 to $2.72 in March 2023.

Key Insights of Banner Ads

• eCPM values for Banner Ads on iOS devices are generally lower than those on Android devices. In the United States, eCPM values increased from $0.40 in December 2022 to $0.32 in March 2023. Simultaneously, other mature countries, such as Canada, experienced slight fluctuations or increases, which saw eCPM values rise from $0.31 to $0.27.
• eCPM values for Banner Ads on Android devices trended upward, with the United States showing the most substantial increase, from $0.88 in December 2022 to $0.79 in March 2023. Other countries, such as the United Kingdom and Germany, also exhibited growth in eCPM values, reaching $0.29 and $0.25, respectively.
• Russia displayed a noticeable increase in eCPM values for Banner Ads on iOS devices, moving from $0.32 in December 2022 to $0.34 in March 2023. Meanwhile, eCPM values for Android devices in Russia significantly increased, from $0.22 in December 2022 to $0.31 in March 2023.

2022 Q4 - Historic of Mobile eCPM Report

Click to view the New 3-Page design of the Mobile eCPM Report. Now featuring ten new countries in our monthly report! Check the 'worldwide map' and the 'monthly evolution charts' of 2022 Q3 for both iOS and Android platforms.

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: By the end of the quarter, the USA suffered a decrease in eCPMs by 25% of their initial value. We can see a common pattern in mature markets, rising during the first months of the quarter to finally stabilize when December arrives. In emerging markets, things seem to have stabilized more, except for Turkey's eCPM, which saw a high rise by the end of the quarter, and South Africa's eCPMs, which fell by the end.
• Rewarded Video Ad eCPM on Android: The charts tell a different story on this platform. The USA gets a first punch by the beginning of the quarter, only to get back on its feet again as time passes. Asian countries such as South Korea, Japan, and Taiwan seem unstoppable, getting one of the highest eCPMs worldwide.

Key Insights of Full-Screen Ads

• Full-screen ad eCPM on iOS: The USA remains the king in eCPMs, rising from $9 to almost $10 by the EOQ. The rest of the mature markets seem to wobble between $4 to $7 eCPM, showing stable patterns over the months. In emerging markets, some countries such as Russia, Brazil, and Saudi Arabia have more fluctuations in their eCPMs, most of them being between the $2 to $3.5 values. It stands out how France, a historically considered mature market has eCPM values closer to emerging countries for this last quarter of 2022.
• Full-screen ad eCPM on Android: The patterns repeat from iOS to Android. Australia closely follows the USA at the top of the chart. The rest of the mature countries seem to roam between $4 to $6, with a few exceptions, such as France, Germany, or even the UK, that are below those values. In emerging markets, Saudi Arabia saw the most impressive jump during November '22, while the rest of the countries were somewhat more stable, following the trend of getting bumps during November and slightly decreasing by December 2022.

Key Insights of Banner Ads

• Banner ad eCPM on iOS: Australia breaks a record for the last quarter of 2022 by almost reaching the $30 eCPM in November, which is, in some cases, even triple of other eCPMs in mature markets. Another country that stands out is Russia, which reaches an average of $0.20 eCPM, as high as the USA and other mature markets. It is also remarkable the big fall of some mature and emerging markets, such as the UK or Brazil eCPMs from November $0.17 to December $0.12; followed by Germany or Mexico, which also seem to decrease by around 20% or even 30% of its value.
• Banner ad eCPM on Android: Canada rocketed during December '22, being the only country that surpasses the $1 eCPM in banner ads. The USA closely follows during most of the quarter except for December, when it seems to deflate, following a similar trend as the UK, Germany, and other European countries. Australia, México, and Saudi Arabia seem to follow a similar trend described by Canada, starting with modest eCPMs during October and later rising as the quarter continues.

2022 Q3 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM Decrease: The eCPMs have substantially decreased in the last six months. The Top-1 position in iOS was $12.90 (Japan) in the first quarter of 2022, while now it's below the $10 threshold. We can observe the same with Android. Six months ago, the USA had $13 eCPM, but now, it is around $7. The trend on Android seems to indicate that it can keep falling.
• Rewarded Video Ad eCPM on iOS: The USA is in the first position. We also have a new contender for the second position, Taiwan, with an impressive $9.71 eCPM that has left other big countries (Australia, Japan, UK), way behind). It is also remarkable that New Zealand, Norway & Singapore are in the top 10 positions.
• Rewarded Video Ad eCPM on Android: The USA and Australia were the top in the previous quarter. However, South Korea has placed in the top-1 position, with a booming $8.10 eCPM, way higher than any other following countries. It stands out that other East Asian countries such as Taiwan, Japan, and Hong Kong are also becoming very competitive in that area.

Key Insights of Full-Screen Ads

• Full-screen ad eCPM Stability: Interstitials seem way more stable than the previous ad type (Rewarded Video Ads). The USA's eCPM at the beginning of 2022 was close to the current value, $8.6. However, other mature countries like Japan, Australia, the UK, and Canada have suffered a slight decrease. Emerging markets such as Russia, Saudi Arabia, and Brazil have seen a positive trend this 2022 Q3.
• Full-screen ad eCPM on iOS: The USA remains the king of the charts, followed by some mature markets & emerging countries too. Some Middle Eastern countries have eye-catching eCPMs, such as Saudi Arabia, Kuwait, and the United Arab Emirates.
• Full-screen ad eCPM on Android: The eCPMs in Android devices have seen better days. While the top-position countries stand their ground, some emerging countries have scaled up, such as Puerto Rico, Israel, and Singapore. The monthly evolution charts show downward patterns in mature markets, while eCPMs seem more stable in emerging countries.

Key Insights of Banner Ads

• Banner ad eCPM on iOS: Top countries seem stable, with upward trends on the month-over-month charts. However, when comparing the eCPMs of this quarter with the values of six months ago, we can see that most mature countries, such as the USA, Canada, Australia, and the UK, have suffered a considerable decrease.
• Banner ad eCPM on Android: eCPMs look brighter on this platform. The trends in some countries, like the USA or Canada, are blooming. Also, when comparing their eCPMs with previous quarters, we can see a notable increase of up to +20%. The top-countries chart also has some remarkable redistribution. South Africa is in the top 10, and Mexico has entered the top 20.
• Banner ad eCPM in abnormalities: The drastic changes in the politics of certain countries can greatly affect their eCPMs in mobile apps and games. Fluctuations in the local currency and engagement and monetization metrics (such as impression volume and ARPU) can inflate metrics. Therefore, one should take the stratospheric ups and downs of eCPMs with a grain of salt.

2022 Q2 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: The USA keeps losing positions in the top charts. In the second quarter of 2022, it was placed 3rd, right below Japan & Australia. It is also surprising to see how emerging countries such as Taiwan, South Korea, UAE & Kuwait are booming in this segment.
• Rewarded Video Ad eCPM on Android: While the USA & Australia are in the top positions, they are closely followed by East Asian countries. European countries such as the UK, Sweden, Germany & France have lost positions in the top ranks, and their eCPM has fallen.
• Rewarded Video Ad eCPM in Russia: eCPMs in Russia and CIS markets have suffered a gradual recovery during the 2022 Q2. In March, the eCPM plummeted by half on iOS and Android. But as the months passed, they recovered the eCPM quickly recovered, and by May, it was back on its feet.
• Rewarded Video Ad eCPM in Mature Markets: The USA, Japan, the UK, and many mature countries have plummeted since March. Australia seems to be one of the few with a positive eCPM trend until June, which plummeted below their March levels on iOS and Android.

Key Insights of Full-Screen Ads

• Full-screen ad eCPM on iOS: Compared to the previous quarter, we can observe that the eCPM in all countries has increased not only on the top charts but also on the bottom of the eCPM. In the 20th position, Saudi Arabia is now $3.33, while a few months ago, it was around $2.50.
• Full-screen ad eCPM on Android: Overall, the eCPM in mature markets has experienced, for both iOS & Android, a positive trend up until May. Countries like the US & UK were able to keep a stable eCPM. And the same could be said for some of the countries in emerging markets too.

Key Insights of Banner Ads

• Banner ad eCPM on iOS: Last quarter, we already observed how emerging markets had been steadily increasing their eCPMs, and getting closer to the levels of mature markets. This quarter, we can say that David has already surpassed the Goliath markets in the industry. While some mature countries, such as Japan, plummeted, emerging markets like Russia, Brazil, and Norway have bloomed.
• Banner ad eCPM on Android: The predominance of the USA eCPM in Android banners is not easy to reach, and its value, month after month, keeps slowly but steadily growing. Everything seems stable for the rest of the markets, as if nothing has changed for the last three months.
• Banner ad eCPM in Russia: Russia has experienced one of the most amazing quarters in years for iOS devices and almost doubled its eCPM compared to March. And the same goes for Android devices, too. Also, the eCPM surpassed the USA this June, putting Russia in the top #1 position on the iOS charts.

2022 Q1 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: ECPMs fall after Christmas sales every year. While most of the mature markets follow a similar pattern, it is outstanding how Japan's eCPMs have suffered a high jump during this last month of March, positioning almost as high as the USA in the top charts. Following a completely different pattern, emerging markets such as China or Brazil seem not to have suffered from the Christmas sales aftermath.
• Rewarded Video Ad eCPM on Android: Christmas sales equally affects mature and emerging markets on Android, with a few small differences. We can see how eCPMs are slightly more stable and don't tend to fall as much as their competitor platform, iOS. Surprisingly, Japan's eCPMs have gone in the opposite direction and, instead of increasing, they have fallen during the last month of March.
• Rewarded Video Ad eCPM in Russia: eCPMs in Russia and CIS markets have fallen by half in iOS, and even more in iOS during March. That is mostly due to the fluctuations in the country's economy and geopolitical movement. However, if the previous chart were in their local currencies, we could see that their eCPMs are stable.
• Rewarded Video Ad eCPM in Asia: eCPMs in Asian countries are blooming more than ever, and we may expect to keep growing for the rest of the year. It is highly remarkable that Japan, for the first time, has surpassed the average eCPM of the USA this 2022 Q1 in iOS. Also, the eCPMs in markets such as South Korea, Taiwan, Hong Kong, Singapore, and many more are through the roof.

Key Insights of Full-Screen Ads

• Full-screen ad eCPM on iOS: We can see the same post-Christmas sales downfall as we already commented on the Rewarded Video Ads section. Even the high rise of Japan's eCPMs during March. One big difference, though, is that after December eCPMs have had a flat trend since January on Mature Markets. Also, this ad format seems not to have affected Christmas sales in China.
• Full-screen ad eCPM on Android: The same that we have already said for Rewarded Video Ads can be applied to Full-Screen Ads. One notable difference is that Japan's eCPM, in this case, has not fallen during March and has been way more stable.

Key Insights of Banner Ads

• Banner ad eCPM on iOS: Historically, eCPMs in mature markets have always been higher than in emerging markets. However, this seems to be slowly changing in iOS. Mobile app creators relying heavily on banner ads may find this pattern a good incentive to test other ad formats that bring higher revenues.
• Banner ad eCPM on Android: Mature markets have the usual post-Christmas sales trend. However, the eCPM seems to recover quickly for the last quarter months. However, Japan's eCPM is closer to emerging markets and has been completely removed from the chart of "top-20 eCPM countries".
• Banner ad eCPM in Russia: While Russia's eCPMs seem to have fallen during March in other formats, we cannot say the same with banner ads. On iOS, Russia sees no difference between the previous months and stays at $0.14. On Android, though, it experiences a shortfall likely to rise back in the following months.

2021 Q4 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: Most markets have been stable throughout the quarter. eCPMs in the USA have trended downwards, while they escalated to 20% in the UK. Emerging markets such as China and Brazil also have an upwards tendency for the quarter.
• Rewarded Video Ad eCPM on Android: eCPMs in mature markets seem to rise monthly. Australia & Japan are scaling their average eCPM to almost $12. Emerging markets also seem to improve, with Russia & India as two great options for improving in-app ad revenues.
• Rewarded Video Ad ECPM on Holiday Season: Black Friday & Christmas are some of the most profitable events of the year. For this reason, it's not uncommon to observe high bumps on the charts at the end of the year. The most notable example is Japan, which has raised a 12% of its eCPMs from November to December.
• Asia consolidates on the Top-20 chart: Asian markets, such as Taiwan, Japan, South Korea, Kuwait, and Saudi Arabia, are getting better in the charts. Never before has South Korea been such a high rank on Android Rewarded Ads! This may present a good opportunity for those app publishers and game developers that want to test new countries to increase their monthly revenues.

Key Insights of Full-Screen Ads

• Full-screen ad eCPM on iOS: Most mature markets present the same trend on iOS. Their eCPMs keep growing for almost the whole quarter until we reach December, where the trend falls by an average of 10-15%.
• Full-screen ad eCPM on Android: On Android, though, the trend rises unstoppable. The USA increases its eCPM by 10% from the previous quarter. The rest of the mature markets seem to follow this trend, but less pronounced. On the other hand, eCPMs in emerging markets seem more stable.
• Full-screen ad eCPM during Holiday Season: It may sound weird that iOS eCPMs decrease for some. However, the trend on both platforms is similar to what we experienced during the 2020' Holiday Season. The major lesson here is to adapt our monetization strategies for each platform since users seem to have different behaviors.
• Ad eCPMs on Full-screen rise over the year: When we compare this year's eCPM, per each country, with the previous 2020, we will notice that the eCPMs on interstitials are growing. Most Asian markets have boosted their eCPMs, and Europe seems to maintain its ground.

Key Insights of Banner Ads

• Banner ad eCPM on iOS: Mature & emerging markets seem to follow a similar trend. USA, UK, Australia, and even Brazil have a spike in November, to fall again in December. This indicates that iOS users are more willing to consume banners during the previous month of Christmas and also on Black Friday.
• Banner ad eCPM on Android: Most markets also experienced a big jump in November. However, for most of them, December is also a month of high eCPMs in most markets. Only Brazil seems to shrink in the last month of the year.

2021 Q3 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: From June to September, the eCPM of mature markets grew by 10%. Conversely, emerging markets such as China & Brazil hit the brakes until August, when eCPMs stabilized.
• Rewarded Video Ad eCPM on Android: eCPMs in mature markets seemed to lower a bit from June to July, but in August, they quickly recovered, surpassing the values from June. Australia, Japan & UK seem to have similar patterns, while the USA kept growing for the rest of the Q3.
• Rewarded Video Ad ECPM on Summer Sales: It's common to watch eCPM grow in Q3. During summer, the users are more active, and mobile app & gaming companies tend to increase their marketing & monetization budgets to get more traction.
• Rewarded Video Ad eCPM + iOS15: Seem that iOS 14.5 and iOS 15 are a reality now, and companies are starting to accept this new reality. iOS eCPM is still higher than Android. Still, mature markets seem more reliable on Android.

Key Insights of Full-Screen Ads

• Full-Screen eCPM Overview: Summer sales haven't been as generous with the eCPMs of Full-Screen ads as with Rewarded Ads. Each platform and market presents its patterns, so mobile developers shall focus on each segment to monetize their apps and games.
• Full-screen eCPM on iOS: eCPM in interstitials & full-screen ads has a big blow if you compare it with the previous years. iOS14.5 has taken a toll on these ad formats, and we can see that some top markets, such as the USA, UK, and Australia, and even emerging markets, such as Russia and Brazil, have lower eCPMs than Android.
• Full-Screen eCPM in Android: Emerging markets have had a stable third quarter of 2021 and don't present fluctuations between months. We can't say the same with mature markets, though. The summer sales of 2021 haven't been that spectacular compared with other years, and eCPM in full-screen ads has been lower than in the surrounding months.
• Full-Screen eCPM in September: There's light at the end of the tunnel. eCPM for full-screen ads has increased significantly in most mature markets compared with previous months. This may increase revenues for those who haven't neglected their ad monetization strategy this summer. It's time to optimize your ad units!

Key Insights of Banner Ads

• Banner eCPM on iOS: eCPM seems to have suffered quite a big blow in markets such as USA & Australia. It's outstanding to see how Russia provides eCPM bigger than some established markets. However, the remaining emerging markets haven't had the same luck.
• Banner eCPM Android: eCPMs in mature markets seem to follow a similar trend, with the USA most affected. Russia, in this case, hasn't had the same raise as iOS, but still provided stable eCPMs. Japan, the UK, and India, though, had notable growth.

2021 Q2 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: We can observe a notable rise in the eCPM during April, and it gets pretty stable through the second quarter of 2021.
• Rewarded Video Ad eCPM on Android: In some mature countries, eCPMs are as high as iOS. Some even higher. IOS 14.5 and the new user-privacy policies may have caused some redistribution of the marketing budgets of some companies.
• Rewarded Video Ad ECPM in June: Most markets show a small decrease in both platforms. This is a common trend in the mobile ad industry. Some app & gaming companies have optimized their marketing budget and A/B testing ads to prepare for summer sales.
• Rewarded Video Ad eCPM in Emerging Markets: Brazil stands out for its strong eCPM fluctuations. The country seems to have settled as a place to soft-launch apps, and it's getting more attention.
• Rewarded video Ad eCPM in China: The Asian country is keeping its ground on iOS. After the strong fall, we saw in December 2020, it seems that it is slowly recovering, and we may expect another rise in the following months.

Key Insights of Full-Screen Ads

• Full-Screen eCPM Overview: Similar to the Rewarded Video Ads, we see a common trend of mobile businesses optimizing their eCPMs in June. There may be a correlation between the decrease in iOS vs. the increase in Android and how it parallels the release of iOS 14.5.
• Full-screen eCPM on iOS: All the mature countries seem to fall in the last half quarter. Emerging markets such as Brazil and Russia get better eCPMs. App publishers seem to bet on alternative markets on the iOS platform.
• Full-Screen eCPM in Android: English-speaking markets (such as the USA, Australia, UK, New Zealand, Germany, and Switzerland) has kept growing since the last quarter and have been established in the Top 10. Also, emerging countries have claimed up too, and we may expect their eCPMs to keep increasing for the next quarter.

Key Insights of Banner Ads

• Banner eCPM Android: eCPMs on Android seem to follow a similar trend: a stable start and a high bump at the end of the quarter.
• Banner eCPM on iOS: However, on iOS, things are way more complex. Emerging countries rise, and mature markets tend to fall. China falls up to 50% of its price. We recommend you check the market your app is focused on and tweak your monetization accordingly.
• Banner eCPM in the US: It is quite a remarkable trend in the USA. In both platforms, we observe positive growth in the eCPM, and the trend seems to point out that it will keep its trajectory. You can expect high eCPMs for mobile apps and games from this market.
• Banner eCPM in Russia: Another remarkable country where we can appreciate a high rise in the eCPMs. iOS presents an interesting opportunity for RU/CIS-based apps and games.

2021 Q1 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ad eCPM on iOS: It is not unusual to see a fall in the eCPM right after the holiday season. On iOS, we can see that the trend tends to fall slightly compared to the previous December. On some markets, the USA is the one that suffered the most in February. However, by March eCPM seems to stabilize again.
• Rewarded Video Ad eCPM on Android: The previous trend for Rewarded Video Ads on iOS is not as noticeable on Android. Australia falls from $11 to $9.41 in two months, but then in March rises even higher than in December. The USA and UK seem to grow compared to the last quarter of 2020, which can be understood by those countries' political and socio-economic environments.
• Rewarded Video Ad eCPM in Emerging Markets: Brazil, India, and Russia have a recess after the Christmas holiday, but by March they get almost completely recovered.
• Rewarded video Ad eCPM in China: The most severe eCPM trend is in China, the iOS platform. From December 2020 to March 2021, it falls 45% from its starting point. The curve smooths in the later months, so we may expect to rise again in Q2 2021.

Key Insights of Full-Screen Ads

• Full-Screen eCPM overview: Again, the drop in eCPMs after Christmas is quite notable on Full-Screen ads in mature countries for both iOS and Android platforms. Still, by March, some of them, such as Japan, the UK, and Australia, are higher than in December.
• Full-screen eCPM on iOS: in the USA, the drop of eCPM seems to need more time to climb up. Australia seems quite stable. China has a similar decreasing pattern to what we saw in the rewarded video ads. On Android, the pattern of most mature countries is to stabilize during Q1 2021, and even climb higher compared to December.
• Full-Screen eCPM in Emerging Countries: Russian eCPM on iOS seems stable. Brazil's eCPM declined slightly during the first half of Q1 2021, only to stabilize in the second half. On Android, India, and Brazil eCPM grew compared to the previous quarter, while Russia recovered steadily after the small drop in January.
• Full-Screen eCPM in Mature Countries: English-speaking markets (such as Switzerland, New Zealand, Germany, Norway, Austria, and Sweden) have climbed positions in the TOP-20 eCPM chart, and have increased by 20% to 50% their eCPMs. Apps & Games that optimized their ad monetization strategy in those countries may have increased revenue.

Key Insights of Banner Ads

• Banner eCPM Overall: The banner eCPM on mobile devices has fallen from 10% to 20% compared to the previous quarter. Again, this trend is common in the mobile ad industry.
• Banner eCPM on iOS: The eCPM trend in the USA is similar to full-screen ads. Australia and Japan seem to quickly recover from the eCPM drop after Christmas, while China fell way lower, only to stabilize in March.
• Banner eCPM in the UK: On iOS, the UK had a tremendous drop in the banner eCPM since December. The swifts in the political situation in the country may be the reason for that. Still, that decline is not that pronounced on Android.
• Banner eCPM Historical: On a footnote, comparing this Q1 2021 with the previous Q1 2020 may be misleading since half of the world is not under a COVID-19 lockdown. Also, the whole industry is moving more and more to full-screen (video & interstitial) and rewarded ads, making banners less competitive.

2020 Q4 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ads eCPM on iOS: On iOS, the mature markets have seen strong eCPMs in the Rewarded Video Ad formats up until November. Then, as we get closer to Christmas, the eCPM tends to lower, the USA market the one with the highest impact. USA Markets is still way ahead on the charts, with an eCPM over 70% higher than second place, Australia.
• Rewarded Video Ads eCPM on Android: Something similar happens on Android. The eCPMs of Rewarded Video Ads fell slightly in English-speaking markets in December. Japan shows an increase during that time, though. Australia has gotten in the first position, closely followed by the USA.
• Rewarded Video Ads eCPMs by Markets: Emerging Markets on iOS & Android eCPMs seem more stable. While on iOS, there’s a slight decrease in eCPM during December; the trend tends to rise on Android. It is also remarkable to find many Asiatic countries in the top 10 charts, such as Taiwan, Japan, Hong Kong, China, and South Korea, for both iOS & Android platforms.

Key Insights of Full-Screen Ads

• Interstitial eCPM on iOS: The USA still maintains the Top-1 position for the eCPM in Full-Screen Ads, and it is still way ahead of other markets such as Australia, Canada, the UK, Japan & China. Remarkably, China has higher eCPMs than the UK on iOS. In December, eCPMs were even higher than in Australia.
• Interstitial eCPM on Android: eCPMs seems to have a growing pattern. In most of the Top Markets, they gain strength in November and keep pulling up in the charts in December.
• Interstitial eCPM by Markets: Mature markets seem to rise during November. Not until we arrive in late December do the eCPMs fall in some countries, such as the UK or Australia.

Key Insights of Banner Ads

• Banner eCPM on iOS: Notice the extreme growth of the eCPM in the UK, with almost an x2 increase from October to December. It is unusual to see that the UK has the same eCPM in iOS banners as the USA.
• Banner eCPM on Android: The USA still maintains the top position compared to other countries. The top 10 markets for banner eCPM are mostly from Europe or English-speaking regions.
• Banner eCPM on Mature Markets: Mature markets seem to follow their trend in iOS and Android. While the USA has to be closely followed to establish a proper strategy, Australia seems almost to replicate its eCPM on both platforms, making it easier to approach.
• Banner eCPM on Emerging Markets: Emerging markets on Android and iOS seem more stable. While they fluctuate a bit and, in some cases, peak in December, it allows a more relaxed approach for those developers who want to monetize on those markets.

2020 Q3 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ads eCPM on iOS: ECPM has decreased during the summer holidays in most mature markets. However, in September, we watched a recovery with the start of the new working year in most of them, except Japan.
• Rewarded Video Ads eCPM on Android: eCPMs in the USA have gone in the opposite direction during summer, and in September, they kept growing. Most of the mature markets have seen their eCPMs grow, too, during the last month of Q3.
• Rewarded Video Ads eCPMs by Markets: The eCPMs of Rewarded Videos in Russia & Brazil didn’t fluctuate that much on both iOS & Android. Oceania & South Asia are growing and getting settled on the Top Charts. Australia's eCPMs are steadily increasing, and other countries, such as New Zealand and Singapore, are in higher positions.

Key Insights of Full-Screen Ads

• Interstitial eCPM on iOS: On iOS, the Full-Screen eCPMs haven’t grown that much for mature countries, except for Australia & UK. They grew by almost 30% and 25% from June to September.
• Interstitial eCPM on Android: USA, UK & Australia eCPMs on Full-Screen Ads have grown almost 25% from June to September on Android.
• Interstitial eCPMs in mature markets: during this 2020 summer, the eCPMs of full-screen ads, such as static and video interstitials, have been growing steadily. In Emerging Markets, the eCPM has also grown between 20-30% on iOS and Android.

Key Insights of Banner Ads

• Banner eCPM on Mature Markets: From June to September, USA & UK eCPMs on banners have grown almost 23% on iOS & 18% on Android, being the two mature markets with significant growth above all.
• Banner eCPM on Emerging Markets: ECPM increases in South Africa and South America globally. These trends may indicate new opportunities for developers and publishers willing to expand to new markets. Brazil eCPMs also experienced a significant increase during July & August on iOS, but in September, they fell to 5% compared to June.

2020 Q2 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ads eCPM on iOS: The U.S. remained the highest eCPM country, followed by Japan and Australia. Both Russia and Brazil saw their eCPMs stabilize in Q2 2020. The U.K.’s eCPMs dropped in May to $9.04 after a slight trend up from the previous three months. Russia and Brazil stabilized after decreasing during the previous three months and started trending back up.
• Rewarded Video Ads eCPM on Android: The U.S. was the highest eCPM country, followed closely by Australia. Brazil saw its eCPMs stabilize as they decreased just slightly. The U.S. saw its eCPMs increase in May to $10.59. Unlike the other countries, the U.K. saw its eCPMs decrease significantly. Japan’s eCPMs showed a healthy increase. Russia also saw its eCPMs increasing back.

Key Insights of Full-Screen Ads

• Interstitial eCPM on iOS: The U.S. remained the highest eCPM country, followed by Japan and Australia. Both Russia and Brazil saw their eCPMs stabilize. In the U.S. eCPM bounced back up to $10.01 in May, a high compared to the previous three months. The U.K.’s eCPMs climbed back to $4.05 in May, reaching a low of $3.88 in April. Japan’s eCPMs remained flat at $6.53 in May and in April.
• Interstitial eCPM on Android: The U.S., again, was the highest eCPM country, followed by Australia and Switzerland. The U.S. saw its eCPMs increase in May, a high compared to the previous three months. The U.K. also saw its eCPMs increase, after hitting a low of $2.94 in April. Japan’s eCPMs started trending back up, after going down three months prior. Brazil and Russia also saw their eCPMs increasing back.

Key Insights of Banner Ads

• Banner eCPM on iOS & Android: The U.S. was the highest eCPM country, followed by Japan and Australia. May’s eCPMs in the U.S. and Japan saw their eCPMs decrease and decelerate slightly, compared to the more noticeable drop in April. The U.K. and Brazil continued to see their eCPMs decrease in May, but the drop was not as steep as in April. Russia saw its eCPMs staying steady after decreasing for three months.  

Early Covid-19 - Historic of Mobile eCPM Report

Overall Analysis of eCPM during Early Covid

A correlation exists between when a country went into lockdown, more active users, and the number of ad impressions delivered. Countries that started imposing nationwide lockdowns saw a strong overall increase in ad impressions. However, the ad impressions increased and were not consistent across all apps.

Analyzing samples of gaming apps over several months, some apps showed notable ad impressions increase while others remained the same. The countries that increased ad impressions by acquiring or reactivating their users generally gained net ad revenue, despite eCPM decreasing in some markets.

Key Insights by Ad Types

• Rewarded Video Ads eCPM: The average eCPMs of rewarded video ads were mixed and relatively stable compared to the other ad formats. Many countries affected by the crisis, like Russia, France, Spain, Turkey, Germany, the U.K., and others, saw their eCPMs decrease by up to $0.50. 
• Interstitial eCPM: In contrast, full-screen ads saw their eCPMs trending down on iOS and Android in April. 
• Banner eCPM: Banner ads showed the most notable eCPM decrease compared to the other formats on iOS and Android.

Key Insights by Markets

China, which started the lockdown in February, saw its eCPM drop drastically. Even as their lockdown ended in March, their eCPM continued to drop.

Other countries that started lockdowns in March did not show a consistent eCPM change. In Italy, they went down, but in other countries, like Spain and the U.S., they went up.

2020 Q1 - Historic of Mobile eCPM Report

Key Insights of Rewarded Video Ads

• Rewarded Video Ads eCPM on iOS: China becomes the 2nd highest eCPM country. Chinese New Year in January likely added to the eCPM spike that month, while the coronavirus crisis in February likely contributed to the sharp drop. As one might expect, though, the ad impressions spiked significantly in China in February as people were quarantined indoors with lots of time to spare. The U.S. remained on top with $14.59 eCPM, a slight decrease from January ($15.37). 
• Rewarded Video Ads eCPM on Android: Australia remained 1st place with $11.57 eCPM. At the same time, Japan and the U.S. swapped places, with the U.S. at 2nd with $10.19 eCPM and Japan 3rd with $9.40 in February. Interestingly, Australia is one, if not the only, country among the top-earning ones, with eCPM being higher on Android than iOS.

Key Insights of Full-Screen Ads

• Interstitial eCPM on iOS: the U.S. also remained on top with $9.56 eCPM in February ($9.30 in January). Most countries did not see their eCPMs deviate by more than $0.50 since January, except China, which decreased to $4.91 eCPM ($6.39 in January).
• Interstitial eCPM on Android: Japan, January’s top eCPM country, dropped to 2nd with $6.09 eCPM in February ($6.64 in January). The U.S. took the top spot with $6.24 eCPM. Most of the top-earning countries showed no significant eCPM changes since January.

Key Insights of Banner Ads

• Banner eCPM on iOS: Australia came in 1st with $0.61 eCPM, followed by China at $0.56 and the U.S. at $0.51.
• Banner eCPM on Android: The U.S. took the top spot with $0.42 eCPM, followed by Australia at $0.40 and Switzerland at $0.40.

2019 Q4 - Historic of Mobile eCPM Report

Key Insights

• Rewarded Video Ads eCPM on iOS: The U.S. topped rewarded videos' eCPMs with $15.37 on iOS. Many East Asian markets dominated the top 10 highest eCPM list, with China in second place with eCPMs of $13.15.
• Rewarded Video Ads eCPM on Android: Australia and Japan came out on top with eCPMs of $11.13 and $10.31 respectively.
• Interstitial eCPM on iOS: The U.S. was also on top with eCPMs of $9.30, more than doubling United Kingdom's, Europe's highest-performing country.
• Interstitial eCPM on Android: Japan and Australia came out on top with eCPMs of $6.64 and $6.16 respectively.
• Banner eCPM on iOS: China came in first place with eCPMs of $0.57, followed by Australia at $0.52 and the U.S. at $0.51.
• Banner eCPM on Android: Denmark surprisingly took first place with eCPMs of $0.42, followed by Australia at $0.39 and Switzerland at $0.39.