AnyMind Group, a BPaaS company for marketing, e-commerce and digital transformation, has today released its 2024 eCPM Trends for Full-Screen Mobile Ads report, covering App Open and Interstitial mobile ad formats. The report analyzes global user traffic and data from 565 mobile app publishers across Asia using AnyMind’s publisher growth platform, AnyManager.
Among mature markets in APAC, Japan maintained high eCPM (effective cost per mille) rates, peaking at $3.72 in March for App Open ads and $10.80 in February for Interstitial ads. Taiwan saw strong growth in Interstitial ads, reaching $8.70 in November, while South Korea experienced a late-year rebound, climbing to $4.60 in November. Thailand showed slight fluctuations in App Open ads but ended the year on a strong note at $1.94 in December, indicating a stable and growing market.
Among emerging markets in APAC, Vietnam stood out with a sharp eCPM increase, peaking at $2.34 in September for App Open ads and maintaining $2.17 in December. In Interstitial ads, Vietnam steadily improved, reaching $1.51 in December. Meanwhile, Indonesia recorded its highest eCPM of the year at $3.02 in December, and Malaysia saw consistent growth, peaking at $2.33. These trends position Vietnam as a high-potential market, while Indonesia and Malaysia offer strong opportunities for ad revenue expansion.
Selected global eCPM trends for App Open ads in 2024
The United States and Japan led mature markets in App Open ad eCPM rates, with the U.S. peaking at $10.51 in March and Japan maintaining stability, reaching $3.72 in the same month. Thailand peaked at $1.94 by December 2024, while Mexico demonstrated steady growth, closing the year at $1.75.
In emerging markets, Vietnam stood out with a sharp eCPM surge, reaching $2.34 in September and maintained strong performance in December 2024 at $2.17. Brazil and India showed steady growth, with Brazil peaking at $1.10 and India at $0.58 in December. Vietnam’s rapid acceleration signals strong monetization potential, while traffic from Brazil and India offer long-term growth opportunities for advertisers and app developers.
Selected global eCPM trends for Interstitial ads in 2024
Japan and the United States maintained the highest eCPM rates among mature markets, with Japan peaking at $10.80 in February and the U.S. reaching $8.6 in July. Taiwan demonstrated steady growth, hitting a high of $8.7 in November, while South Korea saw a late-year spurt, climbing to $4.6 in the same month. These trends reinforce Japan, the U.S., and Taiwan as premium markets for interstitial ads, with South Korea emerging as a growing opportunity for advertisers.
In emerging markets, Brazil experienced a significant Q4 surge, jumping from $2.15 in October to $3.67 in December. Indonesia also posted strong growth, reaching its highest eCPM of the year at $3.02 in December. Vietnam and Malaysia showed steady improvement, with December peaks of $1.51 and $2.33, respectively.
