Mobile eCPM Report Across The World in 2022

If publishers knew the mobile high eCPM countries report for the world in 2022, they could optimise their app monetization strategy, discover new audiences, and learn new methods to boost in-app ad revenues. ECPMs vary depending on parameters such as ad delivery channel, geolocation, mobile Operating Systems, and others. Here, we shed light on varied eCPM rates for various ad types and networks based on the region of the Android platform.

As expected, worldwide eCPMs for banner ads are far lower than those for rewarded video and interstitials, which cap at $0.61, depending on the device and geographical area.

Banner Ads – Country wise eCPM Report

United States – As of June 2022, the United States was the market with the highest eCPM for in-app banner ads for Android apps, reaching a value of $0.61. Apart from the U.S., Canada ($0.45), Australia ($0.41), Denmark ($0.4), and Switzerland ($0.31) have the highest eCPM values. AdMob ($0.85) and Amazon Ads (eCPM undisclosed) were the top two ad networks for banner ads on Android in the United States during the period.

Western Europe – The effective cost-per-mille (eCPM) for in-app banner ads in the region reached $0.22. Luxemburg, Malta, Monaco, the Netherlands, Norway, Portugal, San Marino, Spain, Sweden, Switzerland, Andorra, Austria, Belgium, Denmark, Finland, France, Germany, Iceland, Ireland, the Isle of Man, Italy, Liechtenstein, and the United Kingdom are among the nations here. Google AdMob topped ad networks for banner ads in Western Europe during the period.

Eastern Europe – Here, we examine banner ads on the Android platform in Eastern Europe. Poland, Romania, Russia, Serbia, Slovakia, Slovenia, Ukraine, Albania, Belarus, Bosnia and Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Montenegro are among the nations represented here. Effective cost-per-mille (eCPM) for in-app banner ads in this region reached $0.09 in June of 2022.

Middle East – Middle East saw eCPM values hitting $0.10, increasing from the recorded $0.08 in June 2021. Middle eastern nations include Mauritania, Morocco, Oman, Qatar, Saudi Arabia, Somalia, Sudan, Syrian Arab Republic, Tunisia, United Arab Emirates and Yemen.

Asia – Asia includes China, Hong Kong, India, Indonesia, Japan, Laos, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. Banner ads – the oldest ad style, account for 76% of impressions in the Asian market. Meanwhile, they had the lowest ad revenue share – of 20%. Banner ads here from July 2021 to June 2022 recorded $ 0.15. AdMob was the most profitable ad network in Asia during the period.

Latin America – Countries here include El Salvador, Guatemala, Guyana, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Argentina, Belize, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Uruguay, and Venezuela. With a 77% impressions share, banner ads are the most common ad style on the screens of Android users in Latin America. Here, banner ads account for 24% of the total revenue share. eCPMs here for banner ads in the Android platform valued at $0.12. AdMob was the dominant ad network in Latin America for this ad style, followed by A4G from July 20 – June 21.

In Q1 2023, the United States had the highest eCPM for in-app banner ads on Android, reaching a value of $0.72. Australia ($0.43), Canada ($0.41), Japan ($0.32), Singapore ($0.32), and Hong Kong ($0.31) also clocked the following highest eCPM values.

Rewarded Video Ads – Country wise eCPM Report

Rewarded video ads are full-screen adverts that consumers can view in return for in-app prizes, which is especially common in circumstances where you may view adverts in exchange for points or lives in video games.

The United States experienced a constant decrease, falling to $10.96 from July 21 – June 22. eCPMs on Android range from $1.59 to $10.96 for the top 20 nations. AdMob ($13) recorded the greatest eCPMs for rewarded video ads when it came to ad networks.

Western Europe – Western Europe saw $3.62 eCPM for rewarded ads for the Android platform.

Eastern Europe – Effective cost-per-mille (eCPM) for in-app rewarded ads in this region reached $1.49 in June 2022, increasing from a recorded $1.36 last year. 

Asia – Here, rewarded video ads came down from $2.02 (July 20 – June 21) to $2.00 (July 21 – June 22). Though eCPM value has come down, this region still has the highest revenue and impressions share for rewarded video ads compared to others.

Middle East – This region recorded an effective cost-per-mille (eCPM) of $1.19 from July 21-June 22.

Latin America – In this area, rewarded video ads recorded an eCPM of $1.31.

On the Android platform, during Q1 2023, the United States had the highest eCPM for rewarded ads at $17.32, followed by South Korea ($13.36), Australia ($11.81), Taiwan ($11.00), and Japan ($10.31).

Interstitial Ads – Country wise eCPM Report

Interstitial ads allow users to skip the ad after a time. Interstitial ads are incredibly lively and enticing, making this type ideal for mobile apps.

Because interstitial ads are more engaging, app developers may charge higher eCPMs for this ad style. The United States, with an $11.06 lead countries like Australia, Canada, Japan, and New Zealand, are the top five nations in this category. This format also has a substantially larger ad revenue share. In reality, interstitials on Android account for the vast bulk of overall revenue. 

Western Europe – Interstitial ads collect the lion’s share of ad revenue here. eCPM for interstitials recorded $3.31 here for the Android platform. 

Eastern Europe – Here, eCPM values stayed at $1.77, which was the same in July 2020 – June 21.

Middle East – The effective cost-per-mille (eCPM) for in-app interstitial ads in this region reached $1.04 in June 2022, improving from $0.78 recorded from July 20 – June 21.

Asia – Interstitial ads account for more than half of the total ad revenue in Asia. During the observation period, the eCPMs for this ad format progressively increased. eCPM values reached $1.91 during this period.

Latin America – Interstitial ad eCPM trends on Android here have been quite favorable, climbing from $1.23 in July 2020 – June 21 to $1.56 from July 2021 – June 2022.

For interstitial ads on Android, the United States had the highest eCPM during Q1 2023, reaching $14.69. Other top-performing countries included South Korea ($10.60), Australia ($10.28), Denmark ($9.27), and Japan ($8.82).

The Impact of User Demographics on eCPM Rates

As a publisher or developer, understanding the impact of user demographics on eCPM rates is crucial to optimizing your mobile ad revenue. By targeting the right audience, it is possible to increase your eCPM rates and generate higher ROI.

Studies have shown that Gen Z users are more likely to engage with mobile ads than other age groups, meaning if your app targets a Gen Z audience, you have a higher chance of generating higher eCPM rates. Similarly, female users tend to have higher engagement rates with mobile ads than male users, which is imperative to consider when targeting your audience.

Geographic location is also a significant factor to consider as a publisher or developer. If your audience is primarily in high GDP regions like North America and Europe, you can expect higher eCPM rates than in lower GDP regions like Asia and Africa.

By optimizing your mobile ad campaigns for user demographics, one can increase engagement rates and drive higher eCPM rates, which lead to higher revenue and a more successful app or game. As a publisher or developer, it’s essential to keep user demographics in mind when designing your ad strategy and targeting your audience to maximize your eCPM rates and overall revenue.

The Role of Ad Format in Determining eCPM Rates

Ad format is another important factor that affects eCPM rates. Publishers need to choose the right ad format to maximize their mobile ad revenue.

Interstitial ads are the most effective in generating high eCPM rates due to their full-screen size and immersive nature. In 2023, our eCPM report found that interstitial ads on Android had an average eCPM of $15.26 in the US. On the other hand, banner ads have lower eCPM rates as they are less intrusive and do not take up as much screen space. 

Publishers should choose the ad format that best fits their app’s context and audience’s preferences. By using interstitial, native ads effectively, publishers can generate higher eCPM rates and drive more revenue. It’s essential to understand the strengths and weaknesses of each ad format to choose the right one for your app’s needs.

The Importance of Ad Placement for eCPM Optimization

Ad placement is a critical factor in optimizing eCPM, as it affects both user engagement and ad viewability. As a publisher or developer, it’s essential to place ads strategically to generate revenue while preserving a positive user experience. Here are five tips for optimizing ad placement:

• Analyze user behavior to determine ad placement: Study your user behavior to understand when and where users are most likely to engage with ads. For example, if users usually pause the game after finishing a level, placing an ad during the pause could increase engagement.

• Balance ad placement with user experience: The ad placement should not compromise the user experience. For example, ads that interrupt gameplay may frustrate users, resulting in lower engagement and retention.

• Use viewability data to optimize ad placement: Utilize viewability data to determine the most effective ad placement. Publishers can analyze the data to find areas where ads are most visible and adjust the placement accordingly.

• Experiment with different ad placements: Experiment with different ad placements to find the most effective placement for your app and audience. Testing different placements allows publishers to identify the right balance between user experience and ad revenue.

Match ad formats with ad placement: Different ad formats work better in specific ad placements. For example, full-screen ads may be more effective during transitions or level breaks, while banner ads may be more suitable during gameplay.

Forecasting eCPM Rates for the Future: What to Expect in 2023

As the mobile advertising landscape continues to evolve, publishers and developers need to stay up-to-date with the latest trends and predictions for eCPM rates in 2023. Here are some key factors that are likely to impact eCPM rates in the coming year:

• Increased competition: With the growing popularity of mobile advertising, competition for ad space is expected to increase, which could lead to higher eCPM rates as advertisers bid more aggressively to win ad placements.

• Emerging ad formats: New ad formats like augmented reality (AR) and virtual reality (VR) are expected to gain popularity in 2023, offering exciting new opportunities for publishers to drive engagement and increase eCPM rates.

• Advances in targeting technology: As machine learning and AI technology continue to advance, publishers and developers will have more sophisticated tools to target their ads more effectively, leading to higher engagement and eCPM rates.

• Changes in privacy regulations: With increased concern around data privacy, privacy regulations may impact how advertisers target their audiences, which could have implications for eCPM rates in 2023.

In summary, the mobile advertising landscape is constantly evolving, and understanding the factors likely to impact eCPM rates in 2023 is crucial for publishers and developers looking to optimize their ad revenue. By staying up-to-date with the latest trends and advancements in targeting technology and adapting to changes in privacy regulations, publishers can maximize their eCPM rates, subsequently, revenue in the coming year.

How to Increase eCPM Rates for In-App Ads?

Because the United States has the highest CPM rates, it is imperative to focus on US traffic to increase your CPMs and earnings. Similarly, publishers must optimize their apps for the most common OS software versions to prevent alienating a larger audience.

In order to effectively increase eCPM rates, publishers could:

• Play around with different ad formats and placements

• Try acquiring high-quality, high-paying users

• Try ad mediation – Ad mediation is the management of multiple ad networks through a single SDK to help publishers increase CPMs, fill rates, and efficiency. AdPumb now brings in demand from 3000+ domains, regardless of your location. AdPumb presents partners with enhanced eCPMs and guaranteed 99.99% fill rates. With premium in-app bidding techniques, publishers unlock a world full of ads. Moreover, AdPumb promises 2X revenue growth. With ad mediation, publishers gain more. AdPumb consolidates demand from a plethora of sources into a simple SDK, which after integrating with the app, our clients could sit back and relax and see the magic unfold. What is more? With their conscientious reporting and analytics wing, clients could receive reports which only gives them more time to work on further perfecting their application.

Bottom Line

The in-app ad environment today is in complete disarray. As things change, publishers and advertisers are reconfiguring and re-optimizing their revenue strategies in real-time, opening up new potential for organizations that innovate successfully, particularly those committed to solving client issues and building a better future.

Frequently Asked Questions