Fol­low­ing the Effi­cient Fron­tier search CPC (cost per click) trends release, we are now shar­ing the Dis­play CPM (cost per thou­sand impres­sion) and vol­ume trends for April 2011.

Fig­ure 1: Dis­play Trends – April 2011
April 2011, being the start of a new quar­ter, saw a pull­back in over­all Impres­sion vol­ume in Dis­play. This is not unusual for two rea­sons. The first is that Q1 is his­tor­i­cally a strong quar­ter for Dis­play (par­tic­u­larly in sec­tors like Finance), and the sec­ond is that adver­tis­ers who are near­ing the end of a quar­terly or annual fis­cal period may want to spend unused ad budgets.

It is impor­tant to note that vol­ume is up more than 150% YoY (year over year) as adver­tis­ers con­tinue to put more of their bud­gets into Dis­play to take advan­tage of ROI oppor­tu­ni­ties and the cross-channel ben­e­fits with SEM and Display.

CPM lev­els have increased by more than 60% MoM (month over month) to cor­re­spond with the decline in impres­sion vol­ume. As adver­tis­ers via sophis­ti­cated Dis­play plat­form are able to bet­ter find and mar­ket to their tar­get audi­ence, there becomes a greater will­ing­ness to pay higher amounts for this high qual­ity, in mar­ket traffic.  

Chris Jacob