We have heard all sorts of variations this year in terms of what video search and video sharing sites are getting for online video advertising CPMs. Blinkx mentioned that they were getting a CPM of upwards of $60. Revver announced that they were commanding CPMs on selected videos of $35.
So the variance is all over board. This week, WebVideoReport released a comparison price list of eight sites, demonstrating what marketers can expect to pay in general. These prices seem to be in line with broadcast TV where major networks charge anywhere from $20 - $40 CPMs depending on the program or video
Here is the summary and breakdown:
- WSJ - Wall Street Journal Video Ad CPMs = $90
- CondeNet - wired.com - Flat Fee Sponsorships or CPM.
- AdvertisingAge - Flat rate for pre-roll only, custom pricing for integrated programs. For instance, a video ad in the Garfield's Ad Review feature costs $15,200 for four weeks and $124,800 for 48 weeks.
- Youtube - According to parent company Google's Web site, advertising on YouTube requires a $50,000 spend within 90 days. On brand channels, advertisers must spend $250,000 across Google and YouTube, including $100,000 or more on YouTube only. A YouTube home page roadblock is a $100,000 per day flat fee plus a $100,000 incremental spend on Google and YouTube within 90 days. Companies wanting to advertise on YouTube for less can sign up for Google AdWords for as little as a $1 CPM.
- MetaCafe - Rates range from $10 CPM to $35 CPM, depending on placement.
- The rate card for pre-roll home-page sponsored video units is $35
- The rate card for overlay ads is $20
- Static companion ad runs from $10 to $20.
- NoGoodTV - CPMs range from $15 to $40
- Break - Traditional placements range from $10 CPM to $35 CPM.
- MySpace - A pre-roll video in the music section of MySpace.com (15-second video with a 300x250 pixel ad unit) carries a $25 CPM.
Thanks to WebVideoWorld for this great review.