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Key Points CPM measures what advertisers pay for 1,000 ad impressions on specific placements, unlike RPM which tracks overall site earnings for a publisher Audience demographics, geography, viewability, ad position, and page context all significantly impact your achievable CPM rates Enhancing viewability, implementing advanced header bidding, and creating (..)
Shafi Mustafa, Chief Strategy Officer at ElementalTV, explores how deep audience insights and advanced targeting strategies can help CTV publishers combat CPM pressures and unlock new revenue opportunities amidst a rapidly evolving ad tech landscape. As a result, the ability to command high CPMs is challenged.
At the same time, those new impressions were relatively cheap, which pushed average CPM down 26% year-over-year in Q2, down from a 3% decline in the previous quarter, according to Tinuiti’s Q2 2024 Digital Ads Benchmark Report. Messenger and Audience Network continue to represent a small portion of total Meta ad spend for most advertisers.
Two of the most commonly used metrics in the industry are CPM and eCPM , but while they may sound similar, they have distinct differences that are important to understand. In this post, we’ll explore the differences between CPM and eCPM, how to calculate each, and how they can be used to measure earnings.
This new feature allows advertisers to generate SQL queries for their desired audience using natural language. This eliminates the need to write code, significantly reducing the time required to develop audience queries. The platform combines first-party audiences with creative and media in a single workflow.
For the first time since Q3 2022, Facebook CPM was above water, as it remained flat YoY. Marginal sums were also spent on Messenger and Audience Network. Due to high CPM for Amazon owned and operated properties, that category receives a higher percentage of spend (55%) than impressions (46%). Instagram was 35%. Amazon DSP.
So in that sense, our job as marketers remains the same: We must create content that resonates with our audiences and ensure it is optimized to be found , wherever it may be on the internet. We can’t wait for traditional search engines to catch up to evolving search behaviors.
Given the fragmentation in the CTV space, many paths emerged to buy ads through OEMs, content and audience targets. Programmatic ad pricing overall from January through May was below the 2024 election cycle average CPM. Basis programmatic CPM index showed steady, albeit below average, pricing in the first five months of 2024.
Because you can shape your CTV audiences in a way you cant with linear TV, you can test creative and messaging in a highly relevant way on other lower-CPM channels like Meta and YouTube. In these instances, stay laser-focused on your top value propositions and make them super-clear to your audience.
But our obsession with “following the audience” has allowed low-quality sites and vanity metrics to thrive while brand integrity suffers. This singular focus on targeting audiences and measuring their impact through typically non-incremental attribution, rather than evaluating media quality, has steered us off course.
to engage hyperlocal audiences more effectively. This significant shift highlights advertisers’ desire to get in front of key local audiences on media channels where people spend the majority of their time. Dealer.com achieved a CPM (cost-per-thousand) impression on Amazon that was 65% cheaper than other channels.
As audiences are continuing to shift to CTV, advertising budgets are following suit, with CTV ad spend expected to increase by 13.3% This value translates into a strong demand from advertisers who are willing to pay premium rates for the opportunity to reach highly engaged audiences.
Engagement metrics: The platform’s average click-through rate (CTR) stands at 0.84% according to Lebesgue , demonstrating solid audience engagement. Cost efficiency: Hootsuite reports that TikTok’s CPM is projected to be $7.03 The platform has matured, and so has its audience. CPM, you’ll reach ~142,250 users.
Advertisers have mostly focused their publisher media buys on audience targeting, and a lot of the infrastructure built up to support that actually worked against premium publishers. Including: Resetting CPMs: Brands have long had a set of CPM expectations for contextual targeting. For premium media companies, its about time.
Unlike traditional TV metrics, CTV measurement provides insights into viewer engagement, audience targeting effectiveness, and conversion outcomes, helping marketers optimize their strategies in real-time. Audience Segmentation : Viewer data is used to create audience groups based on demographics and behavior.
What is CPM , and why is it important for advertisers to know? By learning how to calculate CPM, compare it with other metrics, and understand the factors that influence it, you can make smarter decisions for your advertising strategy. Table of Contents [ hide ] What Is CPM and Why Is It Important? How to Calculate CPM?
With that in mind, here’s everything you need to know about Connected TV CPM rates and OTT advertising costs. The cost of streaming advertising (just as it has been for traditional TV) is measured in the cost per thousand (CPM, with the “ M” representing the Roman numeral for 1,000). What Is a Good CPM for Connected TV and OTT?
With that in mind, here’s everything you need to know about Connected TV CPM rates and OTT advertising costs. The cost of streaming advertising (just as it has been for traditional TV) is measured in the cost per thousand (CPM, with the “ M” representing the Roman numeral for 1,000). What Is a Good CPM for Connected TV and OTT?
In this series, Admonsters will examine some cookie-free alternatives to audience development and targeting. He never liked the assumptions that third-party cookies forced people in the industry to make to tell stories about their audiences and determine who to target. The company provides 39 core audiences (home type, own v.
The CPM pricing model is a firm favorite among digital publishers, with good reason. Cost per mille (CPM) is one of the most popular models for pricing web ads, helping brands reach new audiences while requiring very little from publishers. What Is CPM? How Does CPM Work? As of April 2023, there were 5.18
In programmatic advertising, curation refers to the process of selecting and packaging publisher inventory-often within private marketplaces (PMPs)-and enhancing it with audience data to create more valuable offerings for advertisers. Previously, advertisers mostly applied audience data through DSPs. Why is Curation Gaining Momentum?
As 1440 looks to grow its advertising business, the newsletter company is laser-focused on the CPM pricing model. Founded in 2017, 1440 Media operates an eponymous newsletter, 1440, with the goal of providing a comprehensive and unbiased news roundup for a subscriber base that currently stands at 4.5 links per opened newsletter.
We expect this momentum to continue as we bring high-quality inventory to our agency partners looking to connect with engaged app audiences. CPM – not CPI – is the currency. While CPMs may be lower when compared to an app-install campaign, they represent untapped revenue and do not compete with a publishers core business.
How to measure CTVs impact across your marketing channel portfolio My favorite method for assessing CTVs impact on other channels is geo-lift testing , a method of holdout testing that compares the performance of test-and-control audiences in similar geos. Metrics to study by channel to analyze CTVs impact include: CVR. Direct traffic.
Harnessing radar technology to revolutionize how campaigns are measured, providing real-time, privacy-compliant data on audience engagement and enabling a more precise cost-per-thousand (CPM) model.
Curation allows buyers to consolidate their private market buying into a handful of deal IDs while ensuring they only target ads to desired audience segments within high-quality content environments. Publishers have limited control over what deals they get included in, what inventory they make available, and what CPM floors they can set.
Dinesen, explains how public data and IP-based insights help bridge the CPM gap and maximize value in a post-cookie world. CPM), Safari/iOS and non-consented audiences fetch just $3.78 CPMs, respectively. Heres what really stinks for publishers: iOS users, by definition, are premium audiences. CPM for these users.
Valentin Russanov) via Getty Images Dive Brief: WPP Media launched Open Intelligence June 3, claiming it is the industry’s first large marketing model (LMM) that leverages artificial intelligence to aggregate data for reaching audiences, according to information shared with Marketing Dive. WPP saw a Q1 2025 revenue of $4.3 billion (£3.2
Publishers must maintain the trust of their audience and avoid giving their audiences a reason to seek out alternative sites.” Preventing clickbait is critical for publishers taking a user-first approach, as these ads alienate audiences and damage a site’s metrics.
Wimbledon’s wealthier audience is 3.3X CPM, Video – $5.00-$9.00 CPM, Video – $5.00-$9.00 Combine with MediaMath Audiences shopper data at no additional cost! For instance, 80% of tennis fans are college-educated , have an average household income of over $120K, and spend on average 17.9
For example, you can answer questions such as: How much does a certain segment increase my CPM? This allows you to investigate combinations of key-key-values to figure out: Which combination of positions and custom parameters leads to a higher CPM? What targeting combinations are prebid vendors bidding on? on most auctions?
adjust CPM/CPV bids and budgets for flighted campaigns) Keywords and targeting (e.g. opt into audience expansion, remove contextual targeting) Measurement (e.g. The tailored Brand Recommendations span awareness and consideration campaigns with cost-per-thousand (CPM) and cost-per-view (CPV) bidding.
Switch the Bidding Model to CPC RTB auctions are initially based on CPM pricing. Supply-side platforms that don’t sell traffic via CPC will still have to convert prices into CPM, causing budget leaks and discrepancies. Although with little effort, media buyers can provide them with a lower CTA while still bidding by CPM.
A separate campaign , “He Got Money,” focuses on fuel savings and is targeted at an African-American audience. The ad, which is targeted at an African-American audience, features Kathleen Bradley — best known as Mrs. Parker from the cult classic "Friday” — and is from Hyundai’s African American agency of record , Culture Brands. “‘He
The company’s all-in-one platform enables Monetization, Audience Extension, and Measurement in a compliant and privacy-safe, closed environment. ” Marketing Technology News: MarTech Interview with Anatoly Sharifulin, CEO at AppFollow. .
Assets : Store and manage your events data, creatives, audiences, and catalog. After you have familiarized yourself with your ads manager and before we get to creating your first TikTok ads campaign, you need to set up your pixel, assign your account ID and, if needed, set up your audiences. …from the custom audience you created.
In the race to collect first-party data, publishers are considering every option, including recycling audience engagement tactics like surveying. Gannett isn’t the only publisher more actively surveying its audience. But that doesn’t necessarily mean we’d be willing to pay more for it on a CPM basis.
From leveraging retailer-specific insights to advanced audience targeting and data transparency, here’s what brands and agencies need to consider to achieve meaningful business outcomes in an increasingly competitive market. Audience Targeting Capabilities: Who are you trying to reach? Ad Placement Options: Where will your ads appear?
Demand-Side Platform with Built-In Audiences Offers Marketers Unprecedented Ad Targeting Capabilities. CIENCE GO Digital combines the industry-leading GO Data custom audience creation platform and Bidder-as-a-Service (BaaS) demand-side platform (DSP) functionality to give marketers precise and programmatic ad targeting for custom audiences.
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