The video advertising landscape in UK is in a decent shape despite brand-safety concerns, user experience issues and measurement gripes. Mobile phones account for 75% of all UK adults’ time online and it could be said that smartphone penetration continues to contribute towards the 15% year-on-year growth in digital ad spend. As for video advertising, the same has grown largely because of an increase in consumer demand over the past three years but the same did not lead to an exponential increase in ad spend and the latter has been increasing rather slowly. With outstream video advertising being the reason for over half of video spend in the UK last year, the cost of online video advertising has decreased a good amount. To sum it, the advanced consumer habits has opened up a number of options and possibilities for the video advertising landscape in UK and the same is rather decent but would reach better levels if the investment is increased. Here, we would discuss in detail the possible CPM rates that one can earn through video advertising in UK.
Video CPM Rates in UK 2019
The advertising ecosystem in UK has seen immense growth and with the large number of advertisers fighting for UK’s traffic, the CPM rates have grown by leaps and bounds. There are a number of factors that result in good CPM rates for Videos and these includes- the audience targeting, inventory, niche and such. The audience engagement levels in UK are quite high and that automatically guarantees a good revenue. The CPM rates offered for Video ads in UK could range from $3 and could go as high as $8 and that is undoubtedly a good CPM rate.
YouTube CPM Rates in UK 2019
The CPM rates that YouTube offers are highly variable and can differ based on the audience targeting of the advertisers. For instance, traffic from Canada, US or any tier 1 country could easily bring a CPM of $5 to $10, but the same would not be the case if tier 2 countries like India are considered and for the latter the CPM would at the maximum go as high as $5. Also, the content of your video plays a major role too and could increase or decrease your CPM. However, the CPM rate offered in UK by YouTube would be about $3 to $6.
Average YouTube CPM Rates in UK
A variety of factors influence the average CPM you can make from YouTube. These include niche of the channel, audience targeting, audience type, location, and engagement levels. There are a number of ad formats on YouTube that bring higher CPM than the others like instream ads or such. However, the high engagement levels and a good number of demands to the advertisers in UK brings a good average CPM rate that ranges between $3 to $8.
Ad Exchange Video CPM Rates in UK
An excellent technology platform, Ad Exchange is made use of to facilitate the buying and selling of media advertising inventory from multiple ad networks. They determine the prices for the inventory through bidding and take a very programmatic approach toward the same. Their CPM rates differ based on factors like he geography, engagement, click-through-rates and more. Also, they provide their publishers with a choice of what ad type they wish to show on their inventory. The CPM offered by Ad Exchange varies between $3 to $8. Also, they offer TrueView and skippable instream video ad formats that would help receive the same revenue for an impression whether or not the viewer skips the ad.
Pre-Roll Video CPM Rates in UK
One of the most common video ad format, Pre Roll ad is in simple terms the video message that plays before the content the user has selected. It is more likely than not that you have come across one of these while surfing on YouTube and have waited impatiently to skip the ad. These can be disruptive and annoying but could also pose as an entertainment if made use of correctly. The CPM rate offered for the same ranges between $3 to $8.
Outstream Video CPM Rates in UK
Quite different from the regular formats like pre roll or mid roll video ads, outstream video ads are ads that take the form of an auto-playing video that is inserted into a traditional display ad space, typically between paragraphs of text or images. The CPM offered for the same ranges from $4 to about $8. It is one of the highly preferred ad formats because these can be placed anywhere and designed to play only when in view of the browser and also brings the probability of 100% viewability.
Native Video CPM Rates in UK
Native videos are basically paid content that is in-feed and inherently non-disruptive. They are formatted specifically for the platform that is hosting it, making it blend in with all other content on the platform and other than being promotional, it is engaging, information-based, and highly targeted. The CPM rate offered for the same is about anything more than $5. Native videos basically mimic the other content content on the platform and doesn’t interrupt or negatively interfere with user experience.