Commentary

Higher Addressable Pricing: Can Be Well Worth It

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.

 
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