Publishers Racing to Produce More Video; Top Sites Generate $40 to $50 CPMs
Agencies can customize the campaigns by the data they include in the buy, Wilson adds.
PHOENIX – Demand for digital video among marketers is strong and top publishers are commanding CPMs as high as $40 to $50, says Brett Wilson, Co-Founder and CEO of TubeMogul, a real-time media buying platform, during an interview with Beet.TV at the recent IAB Annual Leadership Meeting. "We are seeing a big shift from buying media via paperwork to buying through software or programmatically, and there are a set of avant-garde agencies that are embracing that technology." That's because programmatic buying enables audience buying, but it also lets marketers launch scaleable campaigns across devices quickly. "Generally, there is a scarcity of digital video. The CPMs for digital video at [top publishers] is quite high so publishers are racing to produce more content," Wilson says.He adds that buying models are migrating to the programmatic variety. Sites in the mid-tail with decent content may be earning $8 to $15 CPMs, while lower-end sites are likely only garnering $2 to $7 CPMs, he says.