Adify: Food CPMs Jump In Q3 And Brand Advertising Is Recovering
Adify, the ad network management firm, released its latest quarterly report and found that food CPMs are up 91% in Q3 compared with Q2 and that brand advertising is showing continued recovery from lows early this year.
The report states:
- Food CPMs are up 91% from the previous quarter, nearly doubling the category's Q2 2009 average CPM of $3.63 to $6.94 in Q3 2009.
- Entertainment CPMs grew 8% between Q2 2009 and Q3 2009, representing the fourth consecutive quarter where CPMs in this vertical have risen.
- Real Estate CPMs ($7.62 in Q3 2009) are up 17% from Q2, a continuous increase since the vertical climbed 100% from Q4 2008 to Q2 2009. This finding matches US census data which shows a steady increase in new houses sold since March 2009.
- The automotive and healthy living and lifestyle verticals still command high average CPMs, despite their contractions from the previous quarter. Fluctuation in the automotive CPMs ($12.47 in Q3 2009) may be a result of the Cash for Clunkers program aligned with general turmoil over the US auto market this year. Cash for Clunkers effectively shortened the sales cycle for buying a car, focusing advertisers on search keywords rather than display branding campaigns to reach their target audience.
Results are based on ad campaigns on 16,900 websites.
The full report can be downloaded here: http://www.adify.com/assets/AVG/AVG-Q3/AVG-Q3.pdf