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Cheap but valuable media: A Web Star deal

by Wayne Friedman , Staff Writer, January 19, 2011

How much money does a brand need to get involved with a web star?

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.

1 comment about "Cheap but valuable media: A Web Star deal".

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Chase Norlin from AlphaBird, January 27, 2011 at 11 p.m.
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.
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