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 TV deals for clients, says Pelino, are seeing an 8% brand uplight versus online video brand uplift of 2%.
Samantha Stecker, director of media strategy & innovation for Ocean Media, says addressable TV deals can be a testing ground. Stecker says, for example, a particular target might not be who the marketer thinks it is.