[imjk]

"Are the ad units too expensive for brand awareness campaigns?"

Yes and No. No, in the sense that they're not too expensive relative to tradition desktop display rates, but yes, in the sense that they don't perform to the same same standards as desktop ads. The exception would be things that are native to mobile like app installs, which are also often incentivized through the various platforms they're advertised on. My theory is that mobile ad rates have to come down significantly to match the performance rates of desktop ads to meet the performance across all sectors, but native specific products like apps are keeping the prices higher in part through better performance but also because they're in a sector that's particularly over-funded right now and can afford the higher acquisition costs while cash is flush.