It’s the ABC of advertising to track the effectiveness of your campaigns. Without knowing what works and what doesn’t (and why), you might as well burn your money.
One tactic that can help you achieve this is analyzing the advertising landscape of your niche by competitors, and that’s why we’re here to help.
Through our partner app
AdClarity, we recently collaborated on a study of advertising trends across multiple industries and published two blogs on overall ad spend trends and the most popular ad types .
This third installment in the series takes a deeper dive into ad cost per mille (CPM), or cost per thousand impressions, to help you benchmark your campaigns against your competition.
From how to find average investment levels to where to look for ad campaign performance metrics, you’ll be able to differentiate your industry with AdClarity by the time we’re done.
Not only that, once you get to know AdClarity, you will also be able to spot inefficiencies and, consequently, areas for improvement in your campaigns.
Let’s look at the average
CPM of digital advertising. digital advertising for each industry and each type of content to get you started.
CPM Benchmarking
The CPM on a given platform or channel is a great indicator of the success of an advertising campaign in any industry. Once you know what the high and low CPMs are, you will be able to use this data to guide your campaign budgets in the future.
CPM is certainly dependent on a number of factors gambling number data and can differ from industry to industry, but that is precisely why we have included it as a figure in this study. In no time, you will be armed with CPM insights that you will be able to find on your own.
Our methodology Using linkedin ireland unlimited company data provided by
Ad Clarity, we evaluated a total of 956 domains from major players in 13 industries in the United States . This allowed us to analyze the CPM of ads and campaigns based on the estimated spend and impression data in the study. The dataset covered display, social, and video advertising from January 2021 to May 2023.
Digital Ad CPM Benchmarks by Industry
Our first step was to determine the CPM for each selected industry. We ranked by dividing the estimated total spend by the estimated total impressions x 1,000 and found that the Food Delivery industry came out on top with a high CPM of $7.63 :
Even the top Travel industry players had to pay more than $7 per thousand impressions ($7.12), while those in the Finance industry paid an average of $6.52.
Dating and Media companies had the lowest linkedin ireland unlimited company
CPMs, at respectively. They also relied more on in-app ads than desktop ads, suggesting that the former may have been a cost-effective channel for them during the selected time frame.
Digital Ad CPM by Ad Type
When we look at CPM by content type, we see would you listen to an ai-generated podcast that video was the most expensive format. Mobile videos in particular had a CPM of $11.10, while in-app and social videos cost advertisers $9 or more per thousand impressions.
In contrast, desktop display ads proved to be the most cost-effective on average for the domains in our study, with a CPM of just $2.50:
If you’re planning your budget in just one channel, here’s another look at
CPM benchmarks for ad types in each channel:
Justifying the cost of including video in your advertising spam data strategy is no small feat, especially in light of the recent controversy surrounding Google and YouTube’s skippable ads .
It’s crucial to keep an eye on how your budget is performing and whether you’re using the right content formats: make sure you conduct regular video performance reviews to understand their true value.