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| by Joe Mandese, Tuesday, Jul 15, 2008 7:00 AM ET | |
| The average price of online advertising inventory dipped slightly between May and June, marking the third consecutive month that online ad prices have fallen. While June’s decline was modest — just a penny per ad — the downward trend signals that the online medium may be suffering from the same economic malaise as the overall media economy.
Small Web sites (those with less than 1 million page views per month) in June dropped a significant $0.32 from May, landing at an average CPM of $0.81, down from $1.13. Medium Web sites (those with 1 million to 100 million page views per month), however, made a moderate $0.13 jump from $0.33 in May to $0.46 in June. Large Web sites (those with 100 million-plus page views per moth) also rose, but only slightly, moving from May’s $0.21 to June’s $0.23. The PubMatic data also finds only one vertical category out of five showed any improvement in CPMs. Entertainment sites climbed to $0.40 in June from May’s $0.29. The biggest drop in the verticals, by far, were news sites, which went from $1.10 in May to less than half of that — $0.48 — in June. Gaming, which was at $1.00 from the month of May went down in June to $0.80. Social networks, the lowest performing category already, went down another $0.05, going from $0.32 in May to $0.27 in June. The technology vertical had little movement, but it was still down; in May its average CPM was $0.65 compared to June’s $0.63.
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