Overall we see a declining eCPM (around -32%) in HK web market vs 2019 Jan, while a slight recovery in early Feb. (Deep blue = 2020, light blue = 2019)
The drop in eCPM is caused by a 46% drop in CPC from travel and branding campaigns.
3 ways to increase eCPM
#1. Opt in First Look (the easiest and immediate results)
Why?
Avg. 16X eCPM increase
Aim to have ~5-10% of total coverage
How to do it:
Review your First Look Pricing and opt in all of your inventory excluding direct only ad units (About first look implementation)
#2. For mobile apps, try out high performing ad formats - Interstitial Ads (easy and immediate results)
Why?
Avg. 5-7X eCPM increase vs display ads
How to do it:
Review your apps display ads set up and place interstitial ads at the proper screens (recommendation and disallowed implementation)
#3. Test out AMP & AMP ads (longer implementation)
Why?
Avg. 1.7X eCPM increase vs non AMP
Avg. 1.3X viewability (65% viewability ) increase vs non AMP
How to do it:
Test out small traffic channel on AMP pages (How to create AMP pages. Video Introduction on AMP)
We hope these are helpful, and please drop us a note if any question, as we are here to help you through this difficult period. Everyone please stay healthy!