This Week’s Takeaways

LAST UPDATED: June 1st, 2020

• Available supply was relatively constant week over week (-0.2%). Decreases in LATAM and APAC (-2.0% & -0.5%) were made up for by a moderate increase in NAR (+0.7%). Although the decrease was subtle, it did mark the 5th consecutive week with a decline in supply.
• CPMs continue to rise (+4.0%). This is the 7th straight week that CPMs have increased. We saw CPM increases in every region except EMEA (-1.1%).
• Although supply costs increased, this week’s CPIs were very similar compared to the prior week (+0.2%). CPIs remained constant due to increased performance (CTR + CTI).

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Bid Requests

CPM

CPI

May 25th, 2020

• Overall, available supply was relatively flat but did decrease for the fourth straight week (-0.8%). Decreases in APAC, EMEA, and NAR were offset by a large supply increase in LATAM.
• Supply costs increased for the 6th consecutive week (+6.8%). We saw significant CPM increases in Japan, Korea, and North America (+13.0%, +10.1%, and +10.4% respectively). Increases in CPMs this week largely came from Gaming and Social (+11.5% and +18.8% respectively)
• CPIs continue to be on the rise (+10.2%). This is true across all regions and almost all app categories. Also this is the 6th straight week that CPIs have increased.
• The increase in CPMs & CPIs are due to decreasing/flat available supply growth with a continued increase in demand.

May 18th, 2020

• We saw an even larger decline in overall supply this week (-3.7%). This is the third consecutive week where the number of available impressions has gone down. The decline in available supply was seen across all regions but felt most notably in NAR (-5.5%). The decline in supply could be an indication that people are using their devices slightly less as some stay-at-home restrictions are lifted.
• Lower available supply likely contributed to CPMs increasing this past week (+4.4%). APAC overall saw an increase in supply costs but both Japan and Korea saw slightly lower CPMs (-3.9% & -0.6%, respectively). CPMs by app category continue to be erratic as cost and performance fluctuates.
• CPIs increased for the fifth straight week (+8.9%). Installs are getting more competitive; increased competition from more advertisers getting back into the market and less available supply globally. Although LATAM saw another large increase in CPI (+12.4%), the region continues to have some of the lowest CPIs compared to the rest of the world.

May 11th, 2020

• Available supply declined slightly (-2.2%) and supply declined across all major regions. The largest decline came from EMEA (-3.8%).
• Global CPMs increased for the fourth consecutive week (+6.1%). Korea and Japan both saw CPM decreases but every other region experienced supply cost increases. Utility apps saw the largest increase in CPM (+28.4%).
• Global CPIs also increased for the fourth consecutive week (+6.7%) and every region saw increases in CPI, except for LATAM (-0.9%). All app categories saw CPI increases except for eCommerce (-1.6%). This is the fourth straight week where CPIs for Social/Dating apps have increased by double digit % (+14.6% this week).

May 4th, 2020

• We had another week where volume of supply remained fairly constant (-0.4%).
• Global CPMs increased for the third consecutive week (+5.9%) and every region saw an increase in CPM except for Korea (-2.5%). APACx saw the largest increase WoW (16.5%).
• CPIs also increased for the third straight week (+4.4%) and every region saw at least a 4.0% increase in CPIs. This is the second straight week where every region saw CPI increases. LATAM experienced the largest WoW CPI increase at 15.0%. eCommerce was the only app category which saw a decrease in install costs (-3.1%).

April 27th, 2020

• We saw another increase in available supply, globally (+5.2%). This is the fifth consecutive week where the available supply pool grew. It is also the second straight week that the largest supply increase came from North America (+7.8%).
• Global CPMs increased for the first time since early March of 2020 (2.1%). However, the overall change was relatively small. Japan, Korea, & SEA saw decreases in CPMs while other regions increased.
• Global CPIs increased for the first time in 6 weeks (4.3%). When looking at all regions, this week’s changes in CPIs tend to mirror the increase in CPMs. This suggests that performance was relatively similar WoW. CPIs in Social/Dating apps saw the biggest increase (11.5%).

April 14, 2020

• We saw an increase in available supply, globally (+4.0%). The largest increase came from North America (+5.9%).
• Global CPMs dropped for the fourth consecutive week (-5.3%). All regions saw decreases in CPMs, although some were fairly small changes.
• Global CPIs dropped for another week as well (-3.2%). All app categories except for Education & Travel saw decreases in CPI. Travel CPIs continue to fluctuate considerably.

April 7, 2020

• Global CPMs continue to decrease and CPMs decreased by 10.7% compared to the week of March 30. CPMs are down across every region. 
• Global CPIs are also on the decline andCPIs decreased by 6.8% globally compared to the week of March 30. All regions except for North America saw a decrease in CPI. 
• Most regions saw subtle increases in available bid requests (BR) but they have increased for a third straight week overall. Latin America was the only region which saw a small decrease in BRs this week. This positive trend in available supply is likely why CPM costs have continued to decrease Higher bid request volume likely has two causes:
  • People are using their phones more frequently. 
  • Ad networks are pulling budget, leaving more open to programmatic.