Searches and spending habits via smartphone seem to be on the rise, according to a white paper released from Baidu on Friday.
Josh Fenn, senior marketing manager, global business unit, Baidu, said that during the first half of 2017, the Oceania region outpaced North America -- an area known for its consumer spending power -- in terms of the average eCPM.
"We can't see precisely why from the data, but our best guess suggests that in this case it could be due to spending habits and purchasing power," he said. "It's simply a guess."
While Baidu's data covers only devices running on the Android operating system, industry analysis website Mobyafliates recently reported the same regional distribution pattern for iOS, only with slightly higher eCPM values.
Oceania saw an average eCPM of $13; North America, $8.50; Europe, $4.80; Asia, $2.98; Middle East, $2; and South America, $1.50.
The data covers DU Ad Platform’s global Android eCPM findings for banner, native and interstitial ads, in the first half of 2017. It also includes DU Ad Platform’s ad formats named "Caller," "Swipe," and "Weather Wizard."
The white paper outlines mobile app performance across the regions it supports on its DU Ad Platform. The first DU Ad Platform’s Mobile Ad Performance: Regional Trends Report examines the performance of common mobile advertisement metrics such as eCPM and click-through rates (CTRs) in different regions worldwide.
It includes data for more than 2 billion app users worldwide in addition to Baidu's base of developers, advertisers and publishers. This report also reviews overall ad-revenue growth and trends both in the U.S. and worldwide.
The data aims to provide marketers, developers and publishers with a greater perspective on the trends taking place across the mobile ad landscape. Unless otherwise noted, the data in this report covers the first quarter in 2017.