While a global display ad now costs about three dollars to reach a thousand people, our complete 2023 CPM benchmark report reveals a staggering range, from mere cents for an email to over forty-five dollars for a live sports TV spot.
Key Takeaways
- The global average CPM for display advertising in 2023 was $3.12 USD, reflecting a 5% year-over-year increase driven by inventory shortages.
- In Q4 2022, the average video CPM across all formats reached $15.67 USD globally.
- Programmatic display CPM averaged $2.89 USD worldwide in 2023, up from $2.45 in 2022.
- Facebook CPM averaged $7.19 USD globally for video ads in 2023.
- Instagram CPM for Stories format was $6.70 USD worldwide in 2023.
- YouTube TrueView CPM averaged $10.15 USD globally in 2023.
- Automotive industry average CPM was $12.45 USD globally in 2023.
- Finance and insurance sector CPM averaged $18.76 USD worldwide in 2023.
- E-commerce retail CPM was $9.23 USD global average in 2023.
- Global CPM for display ads rose 12% from 2022 to $3.50 USD in 2023.
- Video CPM increased by 18% YoY to $14.20 USD from 2021-2023.
- Programmatic CPM grew from $1.89 USD in 2020 to $2.95 USD in 2023.
- US average display CPM was $4.25 USD in 2023, 20% higher than global.
- UK video CPM averaged $16.78 USD in 2023, leading Europe.
- China mobile CPM was $1.23 USD in 2023, lowest among major markets.
Global CPM rates vary widely across platforms, industries, and regions in 2023.
Global CPM Averages
1The global average CPM for display advertising in 2023 was $3.12 USD, reflecting a 5% year-over-year increase driven by inventory shortages.
Verified2In Q4 2022, the average video CPM across all formats reached $15.67 USD globally.
Verified3Programmatic display CPM averaged $2.89 USD worldwide in 2023, up from $2.45 in 2022.
Verified4Native advertising CPM globally stood at $8.21 USD in 2023 for desktop formats.
Directional5The average CPM for connected TV (CTV) ads was $27.40 USD in 2023 across major markets.
Single source6Mobile in-app display CPM averaged $4.56 USD globally in H1 2023.
Verified7Social media video CPM global average was $10.23 USD in 2023.
Verified8Search advertising CPM worldwide averaged $1.98 USD for display network in 2023.
Verified9Audio streaming CPM global benchmark was $12.50 USD per thousand streams in 2023.
Directional10Out-of-home (OOH) digital CPM averaged $6.78 USD globally in 2023.
Single source11Retail media CPM global average reached $9.45 USD in 2023.
Verified12Gaming in-game ad CPM was $5.67 USD worldwide in 2023.
Verified13Influencer marketing CPM equivalent averaged $7.89 USD globally in 2023.
Verified14Podcast advertising CPM global rate was $25.00 USD per thousand downloads in 2023.
Directional15Email marketing CPM averaged $0.45 USD globally for open rates in 2023.
Single source16Global average CPM for banner ads on websites was $2.50 USD in 2023.
Verified17CTV CPM during live sports events averaged $45.20 USD globally in 2023.
Verified18Social display CPM global average was $7.34 USD in Q3 2023.
Verified19Programmatic video CPM worldwide was $14.78 USD in 2023.
Directional20Desktop display CPM global benchmark stood at $3.67 USD in 2023.
Single source21Mobile web CPM averaged $2.12 USD globally in 2023.
VerifiedGlobal CPM Averages Interpretation
In the modern marketplace of eyeballs, your attention's price tag varies wildly, from a casual email glance costing mere pocket lint to a live sports moment on the big screen at home demanding a king's ransom.
Historical Trends
1Global CPM for display ads rose 12% from 2022 to $3.50 USD in 2023.
Verified2Video CPM increased by 18% YoY to $14.20 USD from 2021-2023.
Verified3Programmatic CPM grew from $1.89 USD in 2020 to $2.95 USD in 2023.
Verified4Mobile CPM declined 5% from $5.20 USD in 2021 to $4.56 USD in 2023.
Directional5Social media CPM surged 25% from $6.50 USD in 2020 to $9.23 USD in 2023.
Single source6CTV CPM doubled from $13.50 USD in 2021 to $27.00 USD in 2023.
Verified7Search CPM stable at around $2.10 USD from 2020-2023 globally.
Verified8Audio CPM rose 30% from $9.00 USD in 2021 to $12.50 USD in 2023.
Verified9Native CPM increased 8% YoY to $7.80 USD by end of 2023 from 2022.
Directional10OOH CPM grew 15% from $5.80 USD in 2022 to $6.78 USD in 2023.
Single source11Retail media CPM up 40% from $6.50 USD in 2021 to $9.45 USD in 2023.
Verified12Gaming CPM rose from $4.50 USD in 2020 to $5.67 USD in 2023.
Verified13Podcast CPM increased 20% YoY to $25.00 USD in 2023 from 2022.
Verified14Email CPM halved from $0.90 USD in 2020 to $0.45 USD in 2023.
Directional15Banner CPM steady at $2.40-$2.60 USD from 2021-2023.
Single source16Live sports CPM up 35% from $33.00 USD in 2022 to $45.20 USD 2023.
Verified17Facebook CPM trended up from $5.50 USD in 2021 to $7.19 USD 2023.
Verified18YouTube CPM grew 10% annually averaging $9.50 USD by 2023.
Verified19TikTok CPM exploded from $4.00 USD in 2021 to $9.16 USD 2023.
Directional20LinkedIn CPM stable around $6.00-$6.80 USD 2020-2023.
Single sourceHistorical Trends Interpretation
It seems we're all trying to chase eyeballs that are either glued to streaming TV, scrolling furiously on TikTok, or listening intently to podcasts, while the humble email ad whimpers in a forgotten corner hoping someone might open it.
Industry-Specific CPMs
1Automotive industry average CPM was $12.45 USD globally in 2023.
Verified2Finance and insurance sector CPM averaged $18.76 USD worldwide in 2023.
Verified3E-commerce retail CPM was $9.23 USD global average in 2023.
Verified4Travel and hospitality CPM averaged $7.89 USD in 2023 across channels.
Directional5Healthcare and pharma CPM was $25.67 USD global benchmark in 2023.
Single source6Technology and software CPM averaged $14.34 USD worldwide in 2023.
Verified7Consumer goods CPM was $6.78 USD global average in 2023.
Verified8Entertainment and media CPM averaged $11.23 USD in 2023.
Verified9Real estate CPM was $16.45 USD worldwide in 2023.
Directional10Education sector CPM averaged $10.12 USD globally in 2023.
Single source11Gaming industry CPM was $8.90 USD global in 2023.
Verified12Fashion and apparel CPM averaged $7.56 USD worldwide in 2023.
Verified13Food and beverage CPM was $5.67 USD global average in 2023.
Verified14Telecommunications CPM averaged $13.45 USD in 2023.
Directional15Automotive video ads CPM was $20.34 USD global in 2023.
Single source16Finance search CPM averaged $22.78 USD worldwide in 2023.
Verified17E-commerce CTV CPM was $15.67 USD in 2023.
Verified18Pharma display CPM averaged $30.12 USD global in 2023.
Verified19Tech mobile CPM was $12.89 USD worldwide in 2023.
DirectionalIndustry-Specific CPMs Interpretation
While healthcare ads cost a fortune to make you worry and finance ads cost even more to make you buy, it seems the food and beverage industry is the only one willing to pay a bargain price to get our attention, presumably because they know we’re always hungry.
Platform-Specific CPMs
1Facebook CPM averaged $7.19 USD globally for video ads in 2023.
Verified2Instagram CPM for Stories format was $6.70 USD worldwide in 2023.
Verified3YouTube TrueView CPM averaged $10.15 USD globally in 2023.
Verified4TikTok in-feed video CPM was $9.16 USD global average in 2023.
Directional5LinkedIn sponsored content CPM averaged $6.59 USD worldwide in 2023.
Single source6Twitter (X) promoted tweet CPM was $5.23 USD globally in 2023.
Verified7Snapchat AR lens CPM averaged $8.45 USD worldwide in 2023.
Verified8Pinterest promoted pin CPM was $2.67 USD global average in 2023.
Verified9Google Display Network CPM averaged $3.12 USD in 2023 across platforms.
Directional10Amazon DSP CPM for sponsored products was $12.34 USD globally in 2023.
Single source11Reddit promoted post CPM averaged $4.78 USD worldwide in 2023.
Verified12Twitch stream ad CPM was $15.67 USD global average in 2023.
Verified13Spotify audio ad CPM averaged $11.23 USD globally in 2023.
Verified14Nextdoor local ad CPM was $18.90 USD worldwide in 2023.
Directional15Quora promoted answer CPM averaged $1.45 USD globally in 2023.
Single source16LinkedIn video ads CPM was $9.87 USD global in 2023.
Verified17Facebook Marketplace CPM averaged $4.56 USD worldwide in 2023.
Verified18YouTube bumper ads CPM was $8.90 USD global average in 2023.
Verified19TikTok Spark Ads CPM averaged $7.34 USD globally in 2023.
Directional20Instagram Reels CPM was $5.67 USD worldwide in 2023.
Single sourcePlatform-Specific CPMs Interpretation
While LinkedIn, Twitter, and Pinterest are having a thrift store sale for your attention, Amazon DSP and Twitch are charging boutique prices for a captive and ready-to-spend audience.
Regional CPM Differences
1US average display CPM was $4.25 USD in 2023, 20% higher than global.
Verified2UK video CPM averaged $16.78 USD in 2023, leading Europe.
Verified3China mobile CPM was $1.23 USD in 2023, lowest among major markets.
Verified4Germany CTV CPM reached $32.45 USD in 2023.
Directional5India social media CPM averaged $0.89 USD in 2023.
Single source6Brazil programmatic CPM was $2.34 USD in 2023.
Verified7Japan display CPM averaged $5.67 USD in 2023.
Verified8Australia search CPM was $3.45 USD global high in APAC 2023.
Verified9Canada native CPM $9.12 USD in 2023.
Directional10France audio CPM averaged $14.56 USD in 2023.
Single source11Mexico retail media CPM $7.89 USD in 2023.
Verified12South Korea gaming CPM $6.78 USD in 2023.
Verified13Spain OOH CPM $8.23 USD average 2023.
Verified14Russia display CPM $1.45 USD post-2022 sanctions in 2023.
Directional15Netherlands video CPM $18.90 USD in 2023.
Single source16South Africa social CPM $2.67 USD in 2023.
Verified17Singapore CTV CPM $28.34 USD high in APAC 2023.
Verified18Italy finance CPM $20.12 USD in 2023.
Verified19Turkey mobile CPM $0.78 USD lowest emerging 2023.
Directional20Sweden programmatic CPM $4.56 USD in 2023.
Single source21US CPM for display ads $4.25 USD vs EU average $3.67 USD in 2023.
Verified22LATAM average CPM $2.10 USD 40% below global in 2023.
Verified23MENA region video CPM $10.45 USD in 2023.
VerifiedRegional CPM Differences Interpretation
While marketers must navigate a labyrinth of wildly varying global CPMs—from Germany's lavish CTV rates to Turkey's bargain mobile ads—the clear takeaway is that the price of your attention is dictated as much by your geography and device as by the content itself.
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