Mobile Pre-Roll CPMs Higher Than Desktop In December
The amount of desktop and mobile pre-roll inventory available for programmatic buying more than doubled in Q4, with mobile’s available inventory up 142% compared to Q3. The spike can be largely attributed to the holiday shopping season.
At one point in December, there were 148 million mobile pre-roll ad spaces available per week. Additionally, mobile CPMs grew 19% over the quarter with an average CPM of $8.86.
In December alone, mobile CPMs averaged $10.20, pricier than desktop pre-roll that month, which averaged $8.96.
The data comes from a TubeMogul quarterly update report. The report looks at campaigns run through TubeMogul in the U.S. during Q4 2013.