However, most CTV CPMs are closer to the podcast ad prices produced by AdvertiseCast, which is much more expensive than for digital display. Marketing agency Topdraw estimated display ad CPMs run between $0.50 and $4 and most social media ads CPMs between $6 and $10. Identifying Potential Disruptors.

Libsyn’s AdvertiseCast reported CPMs for 30-second ads averaged $18, while 60-second ads averaged $25. Programmatic podcast CPMs ran between $12 to $15, which is about half of what baked-in ads sold for, per AdvertiseCast. These prices place podcast ads slightly below CTV ad prices but above most other digital media formats, where CPMs can run under $1.

Costs per thousand (CPMs) for streaming services owned by TV networks are around $25 to $35, according to Glewed TV. Streaming live sports CPMs are over $40, per Glewed TV. Different services can also charge different rates. HBO Max CPMs ran between $45 to $55, according to ad buyers who spoke with Business Insider. Discovery+ CPMs were $20 to $25. Hulu CPMs were $23 to $30.

It’s a given that marketers are interested in uncovering ways to smartly invest national linear TV ad spend to compensate for price inflation, although 2020 CPMs have dramatically declined. According Philip Inghelbrecht, CEO and co-founder of TV ad agency Tatari, there was about a 40% drop in CPMs among the networks it bought inventory from.

Media Dynamics estimated that the average CPM for US primetime TV ads shown on broadcast stations that were sold during the Upfronts increased 13.2% to $36.19 during the 2019-2020 season. Cable CPMs increased 11.1% to $19.45 this year. Since 2016, broadcast and cable CPMs have increased by at least 8.0% per year.

From a browser perspective, costs per thousand (CPMs) on Chrome are higher than on Safari and Firefox. According to data from Amobee, the average Chrome CPM in November 2021 was $6.91—about 11% higher than the average Safari CPM during that time, and roughly 29% higher than the average Firefox CPM.

MM: Higher cost per thousand (CPMs) mean bad actors can get more bang for their buck within the CTV ecosystem. And the technical challenges inherent to CTV mean there are fewer things fraudsters have to “get right” to earn as many dollars as they can. EF: CTV fraud is easier. It’s easy to grow and monetize low-quality apps using fake traffic at higher CPMs.

How to capitalize on the increase of viewers flocking to CTV and the decrease in CPMs. How to fill the void of live sports and events now that they’re on hold. PRESENTERS. Max Knight is vice president of analytics services at Amobee. Max built and leads the analytics team.

Programmatic connected TV CPMs dropped 41.6% in the latter half of March vs. the beginning of the month, according to Adomik, a tech firm used by publishers to track ad monetization.

Charles Cantu, CEO of ad tech company Reset Digital, said the biggest issue with CTV advertising is that “people have been hoodwinked for so long thinking they can get cheaper CPMs,” which leads advertisers to end up wasting money on fraudulent inventory.

CPMs fell back down to normal post-election, with the next jump coming in at 30% the week before Thanksgiving. Political Ad Dollars Shift Toward Connected TV and OTT. There’s no doubt that CTV and OTT were the big trends for political advertising in 2020.

March and April were brutal months for most advertisers and publishers, but CPMs and spending bottomed out in April, according to advertisers and agencies we interviewed. Some dollars began to return in May as advertisers started to grasp the opportunities better, but the rebound was minor for most platforms.

For one, much of the additional time spent on premium OTT content was on ad-free subscription services, such as Netflix or Disney+. The second is that mobile also had to compete with CTV, which saw steep increases in viewing. “We've definitely seen growth in CTV video as a format,” Tremor Video’s Rayes said.

On the other hand, the players that tested and learned gained important benefits and, in some cases, increased effective cost per thousand impressions (eCPM) rates on Safari and Firefox by 80%. Key learnings: There’s really no time to lose for either the buy or the sell side.

Less ad effectiveness and lower CPMs: In H1 2020, Facebook ran a test among a group of app install ads in Audience Network. It found that personalized ranking generated 100% more revenues than nonpersonalized ranking. A more general drop in personalized advertising will likely lead to significant drop in CPMs.

Charles Cantu, founder and CEO of ad tech company Reset Digital, said the biggest issue with CTV advertising is that “people have been hoodwinked for so long thinking they can get cheaper CPMs,” which leads advertisers to end up wasting money on fraudulent inventory.

Media Dynamics estimated that the average CPM for US primetime TV ads shown on broadcast stations that were sold during the upfront selling period increased 13.2% to $36.19 for the 2019-2020 season. Cable CPMs increased 11.1% to $19.45 this year. Since 2016, broadcast and cable CPMs have increased by at least 8.0% per year. TV audiences are shrinking, which is making inventory scarcer.

Marketer Takeaway: Facebook’s political ad whack-a-mole game has accelerated the shift in political ad spending to other platforms, including over-the-top (OTT), connected TV (CTV), and Snapchat. While we don’t expect a significant pullback from those alternative channels, political advertisers are likely to return to Facebook, potentially resulting in limited inventory and higher CPMs.