Mobile Ad CPM Rates 2015
Adam Rifkin stashed this in Mobile Ads!
Facebook Mobile News Feed eCPM was $7.49 as of 2014.
Pinterest is charging $30 CPMs, and 75% of Pinterest usage is mobile.
Snapchat Discover CPM is $20, and 100% of Snapchat usage is mobile.
BuzzFeed CPM is $5 to $10, and they have $100 million in annual revenues. 50% of BuzzFeed usage is mobile.
Twitter does not talk about CPMs. Instead they say a logged out user is worth $2.50 per year and a logged in user is worth $4 per year.
It's not just game developers that are buying these types of ad units: E-commerce companies and brands are buying them up because they result in significant downloads and an easily measurable return on investment (the holy grail of marketing). A mobile app install ad doesn't just drive that one-time download, it drives what is known as "lifetime customer value," whereby brands can analyze everything they do in that app.
A huge proportion of Facebook's mobile advertising revenue is made up from mobile app install ads (although Facebook has never publicly declared the percentage.) The Information pegged Facebook's mobile app install ad revenue at $3 billion in 2014, or one-third of its total revenue. The report also claims that Facebook accounts for half of the entire mobile app install ad market.
Facebook's mobile app install ads are more than than three times as expensive as the average Facebook ad, bought on a CPM (cost per mille/1,000) basis. And they're also highly-priced when compared to other paid advertising (including other app install ads) on other platforms. Demand is likely so high due to Facebook's ability to let marketers target highly specific audiences, based on the wealth of data it has on its users.