A relative scarcity of CTV inventory, along with the richness of audience insights from the format, has resulted in higher CPMs than for linear. Standard Media Index (SMI) estimated that in Q3 2021, OTT CPMs were 28% above those of linear TV in the US. These price increases in TV and CTV advertising are compounded by two key factors:. Inflation.

Disney+ CPMs have exceeded Hulu’s for some programs, and NBCUniversal said it’s nearly sold out its inventory at increases “in the high single digits.”. See our report: For more info on how much advertisers will spend during the upfronts, check out Upfront TV and Digital Video 2022: A Return to Normalcy for a $20 Billion Market.

Several forces are driving up costs per thousand on both linear and connected TV. On the linear side, audience levels have dropped at a faster rate than ad spending, so more dollars are chasing fewer viewers.

Publishers are the most exposed parties to third-party cookie loss, which will affect ad addressability, causing programmatic cost per thousand (CPM) pricing on the unidentified web to plummet. Publishers expect to increasingly leverage their own first-party data in a cookieless future. How are publishers evaluating new or proposed identity solutions?

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.

Domino effect: Warner’s strategy could affect the CPMs other media giants ask for. Disney+ is seeking premium pricing for its inventory as it launches an ad-supported tier. Buyers have indicated the “House of Mouse” is looking for a CPM of $50, exceeding streamers such as Hulu.

Social media advertising will remain vulnerable in Q2 and possibly longer. CPMs will stay low, spending cuts will persist, and ad creative will be tricky to get right.

Most video advertisers start with a base linear TV ad plan and then extend reach by adding other video options that can include CTV, addressable, VOD and digital video. 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.

But ad spend across industries will be less on average, due to budget constraints and falling CPMs. Video is well-positioned for branding campaigns. Some advertisers are focusing on the upper funnel as they find it difficult to make sales—and digital video is a good substitute for campaigns in channels with less media consumption like out-of-home (OOH) and radio.

Video has long been in greater demand than other display formats (but also without as much supply as advertisers might like). Falling prices due to reduced overall demand will make video placements even more attractive compared with static banners. Campaigns that couldn’t profitably use video at higher CPMs may now make sense.

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.

Meta, for all its flaws, still has a user base that numbers in the billions, though advertisers may look elsewhere due to its relatively high CPMs compared to other platforms.

When advertisers choose the 15-second ad objective for a campaign, Twitter’s algorithm will look to serve those ads to users who are most likely to spend more time with video content, based on past behavioral data. Advertisers will be charged on a CPM basis, and it will become the default bid for all campaigns under the video views objective.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

This week, YouTube has rolled out an audio-first ad unit in beta, available via auction on Google platforms, including Google Ads and Digital & Video 360, on a CPM basis. Previously, ads running during music content on YouTube were supported by programmatic video ad buys on YouTube. YouTube US Ad Spending.

Including mobile as a device in conjunction with things like desktop and in the cases when they're running video, even connected TV.”. As was the case with digital advertising more broadly, performance ads held up better, with less steep drops in CPMs and revenues and quicker rebounds.

CPMs—the cost of a thousand impressions—on core Facebook grew a whopping 66% from Q4 2020 to Q4 2021, even as impressions decreased 22% over the same period, according to data provided by performance marketing agency Tinuiti. Apple itself is a beneficiary.

CPMs—the cost of a thousand impressions—on core Facebook grew a whopping 66% from Q4 2020 to Q4 2021, even as impressions decreased 22% over the same period, according to data provided by performance marketing agency Tinuiti. Apple itself is a beneficiary.