Commentary
Cheap but valuable media: A Web Star deal
- by Wayne Friedman , Staff Writer, January 19, 2011
Eric Meyerson, group manager of video advertiser marketing for Google, says media exposure for a brand can be gotten inexpensively:
"You can spend $100,000 that is going to get 3 million viewers," says Meyerson. "That's a $3 CPM [cost per thousand]. And you are getting so much more." Especially the value, he says, being incorporated -- in a branded entertainment way -- into the video content.
And, more importantly, for some, the talent doesn't have to ever see brand executives. Concerning the deals Walter Sabo, chief executive officer of Hitviews, has made: "It's where the brand never, ever interfaces with the talent." Sabo says some marketers he has done deals with include CBS, Fox, Reader Digest, and Logitech.
Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.
Anything at a $3 CPM isn't particularly valuable. I think Eric has it backwards, it's becoming more expensive for the best audience. That's the Google CPC model actually: CPCs go up every quarter. This Googler should know that and tote the party Youtube line where "sponsored video views" average 50 cents/view. Expensive, but valuable to the brand. That's a $500CPM and worth every penny.