Pre-roll video CPMs experience surge in price, says ad platform
Premium publishers are seeing the price they can charge for video ad spots surge in recent months, data released by a video buying platform has suggested.
The price of CPMs – the cost of running an ad 1000 times – for pre-roll video ads on top tier media sites has risen in recent months according to TubeMogul. It said the average CPM hit $29.44 in January, up from just $19.69 in October.
“Publishers are benefiting from a rising digital video ad revenue stream and are making more space available on their websites to ensure they maximise the monetization opportunity,” said Stephen Hunt TubeMogul Australia’s managing director.
According to the platform the CPMs on the most prominent sites are nearly three times the rates charged for less high quality sites.
However completion rates, or the percentage of consumers watching a video ad to the end, were similar, hovering at around 80 per cent.
The company says the availability of pre-roll video ads on its platform also jumped 9.5 per cent in January, reaching 34.9 million available ad spots per day.
The surge in CPMs for pre-roll comes after News Limited switched on autoplay on its ads back in January.
Nic Christensen
Hello
The definition of cost per thousand is wrong.
Cost of a thousand impressions….not running the ad a thousand times.
User ID not verified.
And completion rate generally means only 80% of a preroll has to be viewed – do your homework
User ID not verified.
34.9m streams per day at an average of $29.44. That’s $1.027m per day in publisher revenue.
$375m pa in online video? I don’t think so… How much is going to Australian publishers?
User ID not verified.
just because news turned on autoplay how has this made CPMs increase?
User ID not verified.