Higher addressable CPMs can be daunting. But if your clients are seeing significant brand uplift, it’s worth it.
Typical cable network cost per thousand viewer prices can run $15 to $20 CPM. But Jennifer Pelino, vp of brand media, omni channel of 84.51, says addressable CPM pricing for her agency runs around $99.
But in noting one consumer product group (CPG) media deal, Pelino said the brand witnessed a 13% brand uplift. “That is significant to a category that is fragmented. [The client] is now going to add in addressable to their plans.”
Overall addressable ...
Programmatic TV deals can outperform certain digital video buys -- somewhat surprisingly for one digital media agency.
In doing a programmatic TV deal for clothes-maker Gildan USA, Steve Parker Jr., ceo/co-founder of Charleston, SC.-based Levelwing, speaking at MediaPost's TV Insider Summit, said: “It was interesting that [programmatic TV] outperformed online and mobile pre-roll.”
In phase one, Gildan, whose competition is the likes of Fruit of the Loom and Hanes, targeted males 18-34, with income of $50,000 to $100,000. Parker said programmatic TV drove 20% in reduction in cost per thousand [CPM] prices versus traditional TV deals. “We ...