@andrewchen

CPM rates on Facebook apps
Great data from Justin Smith on Facebook app CPMs: What CPM is your app making? Data from Facebook Developers. Thanks to Justin for putting together these great numbers.

Here are the numbers:

• tspree15 is making $0.60 CPM with Social Media
• cbovis is making $1.50 CPM with VideoEgg, but they can’t cover all his inventory (the rest runs on RockYou)
• sweetsteve is making $0.27 CPM with Cubics, down from $0.43 earlier this month
• ejono is seeing a $0.40 CPM with Cubics
• cory is making a $4.78 eCPM with Social Media (???)
• mzeitler
  is making a $0.50 CPM each with AdSense, FB Exchange, Social Media, and
  RockYou (and by combining 2 units on a page is making $1.00 CPM)
• saintseiya is making $0.125 CPM with Lookery ($0.25 with 2 ads above the fold)
• markdoub is seeing $0.10 CPM with Cubics, down from $0.43
• ersingencturk is seeing $0.04 CPM with AdSense

Overall, the numbers are generally <$1, and you also see that there are some issues with "fill rates" – that is, how likely it is that an ad gets displayed when there’s a space. For brand advertising, it can be quite low.

How does this foot to internet-wide CPMs?
These numbers are in-line with my previous post on 5 factors that determine your advertising CPMs, where I wrote:

• Social sites (forums/chat/etc) without direct ad sales teams: <$0.25 CPM
• Largely international sites: <$0.50 CPM
• Medium-sized sites that use banner ad networks: <$1 CPM
• Reference sites in a specific category: >$5 CPM or sometimes
  much higher, depending on category – we ran into home improvement
  reference sites that did $20 CPMs

Given that these are all social sites with mostly US traffic but no direct sales teams, an average of 10-50 cents is pretty accurate.

Combine this with Jeremy Liew’s insights on getting to $25MM/yr on Facebook app ad impressions, and you see that it takes a good 900+ million installs. Ouch. Jeremy’s slides below…

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