To calculate the overall cost of one digital media advertisement, divide the overall impressions for a month by 1,000. The CPM, or cost per thousand, is the amount of money you have to pay for 1,000 people to see your advertisement. The number of impressions you want will vary depending on how large of an audience you want from that site. Impressions are the number of people who will see your advertisement. If you want two different video ads to appear for two months on YouTube, you would need to buy four units. Therefore, if you want a video ad to appear for two months on YouTube, you will need to buy two units. As with other digital ad buys, we will consider one CPM-digital ad “unit” as lasting one month. Most advertisers buy digital media, such as banner ads, based on the number of impressions. To again keep this simple, please budget a total of $25,000 for your entire media plan year to cover the personnel costs of managing SEO. However, it does involve some costs, in that agencies and companies that do SEO well either are investing in part of someone’s salary to manage it, or they are paying an agency. SEO is “free,” in that there is not a fixed or prorated expenditure on it. If you purchase SEM, be sure to identify 10 keywords you would want to embed in your site. Monthly Spending Cap per Website on Search, for a Total of 10 Keywords You may buy keywords on any of the following websites you don’t have to buy ads on all of them. So, to keep our J345 digital ad buy simple, we assume that you will spend no more than the following amounts on SEM on each one of the major search sites. SEM can be set up so that you don’t spend any more money each month that what you want - there is a spending cap. Marketers rarely have an endless supply of money - they usually have a set budget. These ads are bought in a rather complicated online auction, where marketers bid for key words. SEM is typically bought on a cost-per-click basis. Most homepage takeovers cost a flat rate of $400,000 to $450,000 per week for most major online portals (e.g., Yahoo, MSN) and online news sites (e.g., New York Times, Wall Street Journal, Variety). Sometimes, this can be a wrap that covers the entire background, or an ad that covers the whole front page. Snapchat Discover (top of app): $50,000 per dayĪ homepage takeover is an advertisement that covers the whole page of a website. Promoted Trend: $200,000 per trend (< less than a month)Įmoji: $80,000 (must be purchased in an increment of 12 units, 1 unit per month) A unit of digital media is one month or less (Snapchat filters last one day, for example), and has been assigned a flat rate for your convenience. Fixed digital media costsĭigital media buys purchased at a fixed cost tend to be costly and specialized to reach a wide internet audience. This means for every 1,000 times the ad is shown, about 10 people click on it. The average click-through-rate of Facebook ads, for example, is around 1 percent. It just means the ad will be placed in front of them. Keep in mind that an impression does not necessarily mean your audience will pay attention to the ad. You will need to know the size of your audience in order to make these calculations. While a fixed digital cost will charge the same amount regardless of who sees your ad, advertisements that have CPM costs will also ask you how many impressions want from your post. Most other digital ad space, however, charges for 1,000 impressions, or cost per thousand, which we know as CPM (cost per mille). Examples include a Buzzfeed sponsored article or a Snapchat lens. Creative units can also drive ad costs - ads that are more interactive (like rich media, or the high impact units shown in lecture) cost more, because in general, they are more effective.ĭigital media is bought in one of two ways. The larger or higher impact the site has, the more it’s going to cost you to reach that audience. Websites can include social media sites like Facebook, large portal sites like Yahoo! or any other digital website. Digital advertising includes both online advertising, such as those via websites, and mobile advertisements.
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