What is the average CPM costs for various media advertising in Australia?
Could someone point me toward information concerning the CPMs (cost per mille/thousand impressions) in various Australian advertising from TV, Radio, Magazine, Social Media, Bill Boards etc? Thanks
Hi Kylie
it depends a lot and like all media relative to placement.
If you are buying from the media directly premium placement can be $40 cpm +
The price fluctuates on hown defined the audience you want
For instance you may be targeting 18-30, living in Perth and are interested in bike riding
(Age) (Geo located )(interest)
Social media is cheaper but may suit your tours/and audience more.
Buying via a trade desk or Google would see a cheaper CPM - in some instances half but this also comes packaged with a mixed bag of other sites and achieving the premium placement would be harder this way.
So in a short summary - define your audience carefully and succinctly, allocate a test budget and trial
It varies enormously. CPM is realy the wrong metric to use. The focus should be cost per lead and cost to get a client.
The best measures are cost per lead and cost per sale. Then compar those with the lifetime value of each client to know how profitable your ads are.
Hi Kylie,
As Craig has pointed out, there are many variables which is why testing is key. Some of the variables that can affect the price of ad placement include:
The time and day of the week
The number of users you’re targeting
The location you’re targeting
Target audience demographics
Industry
The quality of your ad
The number of users you’re targeting
Although prices fluctuate based with these variables, here is a snapshot of typical CPM rates in Australia across different online ad channels:
GoogleAds Search: $38.00
Google Display Network: $2.50
YouTube: $7.40
Bing: $45.00
Facebook: $7.00
Instagram: $6.70
LinkedIn: $7.50
Twitter: $4.50
Google is arguably the biggest and most significant advertising network in Australia and beyond, with the option to advertise on search pages, display ads, youtube and other platforms on the display network.
It’s difficult to give CPM rates for offline channels like TV, radio and billboards as you usually pay a fixed fee to feature your ad. For example, a 15-second primetime slot ad could cost up to $22,680 on Channel 7 and $15,000 on Channel 9. You can get more info on TV advertising costs here: https://www.savvysme.com.au/question/9-how-much-does-tv-advertising-cost
Radio ads are usually based on a pay-per-spot basis, i.e. you’ll be charged every time it runs. For small-medium sized radio audiences, you can typically expect to pay around $900.
Would be great to get your thoughts on this @William Siebler @Lisa Ormenyessy @Steve Osborne @Bridget Holland @Steven Freeman @David Bobis
Hatty Bell, Executive Assistant at Country Road Group
Thanks for the insight @William Siebler . Why should CPM not be measured?