One thing Redstone often hears from clients is “what is a good digital CPM?” Like most marketing questions, the answer depends on a wide range of variables. The most important of which may be where and how the creative will be placed.
Are we working with a programmatic vendor across the entire web? Or is this a direct buy on one specific site? Or maybe we’re utilizing a DSP (demand-side platform) with managed placements? Each of these scenarios can all have a significant impact on the CPM you are going to ultimately pay.
In the digital world, brand safety is a key concern, and should be treated with the same level of attention as in more traditional media placements. If you wouldn’t want your ad to appear on a billboard above an unsavory retail store with blacked out windows, imagine your digital ad on a website with similar content. While most of your audience would probably understand your placement isn’t the same as an endorsement, is that a risk you want to take?
Like most things, you get what you pay for in digital media.
Regardless of the vendor or how it is placed, the cheaper the CPM, the lower value websites your ad will be appearing on. If a CPM for video is $3.00 versus an industry average of $15.00, that video is probably being shown on sites that are $1.00 or less per ad placement. That means the content environment likely isn’t great, could be unsavory, and probably generates low traffic.
High quality content sites charge more for a reason, and that’s where the quality traffic, and your customers, probably are.
So how does an advertiser avoid ads on sites they would be embarrassed to show their mother?
There are many factors to consider when choosing a digital vendor, but Redstone has the know-how and relationships that are tested and re-tested with vendors across the digital spectrum. Contact us today for a digital plan that meets your needs, keeps your brand safe and stays within budget.