A glut of new inventory is making it cheaper to advertise on mobile.
Ad Age has reported that the combination of a weak economy, higher smartphone penetration and more inventory is driving down prices. It says the proliferation of handset applications and mobile social media services has given advertisers many more slots to choose from. It quotes industry execs who say that mobile CPMs now average about $15 compared to $20 to $25 a year ago and up to $50 at the market's peak.The general view is that pricing is becoming more reliable and losing its arbitrariness. "The industry has matured quite a bit in the last couple of quarters to become a more efficient marketplace," said Lars Albright, VP of business development at ad network Quattro Wireless. "One of the trends we're seeing is that the range has expanded and you can have everything from a low CPM all the way up to a mid-30s CPM."
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