Mobile advertising is typically receiving $1 to $10 cost per mil (CPM) - the typical pricing metric in the advertising business. This amount is no better than the broad-based, online ads and spam that we all ignore. Given the intelligence and location information that is inherent in mobile advertising, mobile should get something closer to the $50 to $80 CPM achieved from video on demand (VoD), or at least closer to the $30 to $40 CPM garnered by local cable TV.
Contents contributed and discussions participated by Sidney Burks
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We are observing these differences in the advertising marketplace. Cisco research reveals that one Wi-Fi service provider is achieving a $24 CPM in a mall in Canada and another is commanding $40 CPM for a mall in Singapore. One operator is even reporting a $350 CPM for Wi-Fi-based advertising in a high-end mall in Dubai.
Sidney Burks