Wednesday, August 15, 2012
Report: Online Video CPMs Are Up, And Best Time To Buy Is On The Weekend
How's the market for online video ads holding up through the first half of the year? Pretty well, considering that inventory continues to grow at a rapid pace. Research from real-time media buying company TubeMogul shows CPMs rising at an average rate of 2.5 percent per month. But many media buyers aren't taking advantage of the huge value that comes from placing ads on the weekend. For top-tier publishers, average CPMs were at $9.93 at the close of the first half, and hit $10.19 in July, with pretty consistent growth all year. Interestingly, all that growth occurred despite the fact that inventory is edging up at a rate of 4.7 percent a month during the first half of the year. Usually, an increase in inventory depresses unit pricing -- you know, the whole supply-and-demand thing.