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Comparative Media Costs Online Offline by Augustine Fou Digital Strategist Slide 1 Comparative Media Costs Online Offline by Augustine Fou Digital Strategist Slide 2 Comparative Media Costs Online Offline by Augustine Fou Digital Strategist Slide 3 Comparative Media Costs Online Offline by Augustine Fou Digital Strategist Slide 4 Comparative Media Costs Online Offline by Augustine Fou Digital Strategist Slide 5
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Comparative Media Costs Online Offline by Augustine Fou Digital Strategist

cost comparison across channels and media types; comparing media costs across channels; traditional vs digital media costs, normalized media costs offline vs online.

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Comparative Media Costs Online Offline by Augustine Fou Digital Strategist

  1. 1. Comparing Costs of Media Normalizing with cost to reach 1,000 users or impressions Elle Magazine Superbowl 2013 Websites/Digital Circulation 1.1M Audience 108M Target Audiences eCPM: $141 eCPM: $37 eCPM: $1’s of dollars Source: AP March 10, 2013 -1- Augustine Fou
  2. 2. Comparative Media Costs Cost per Thousand (CPM): Cost to reach 1,000 users or impressions $500 $450 pay for $450 $400 mailing $350 costs pay for $300 $250 $250 media $200 $140costs $150 no mailing or $100 $50 $30 $15 media costs $7 $2 $0 Direct Mail Mail Order Drive Time Prime Time Online Online Online Catalog Radio TV Video Ads Display Search Offline: w/ Unit Costs Offline: w/o Unit Costs ONLINE: WINNER -2- Augustine Fou
  3. 3. Comparative Media Costs Cost per Thousand (CPM): Cost to reach 1,000 users or impressions Broadcast TV $30 Traditional vs digital media costs Radio $10 Traditional media CPM Magazines $16 Digital media CPMs Newspaper $16 Comparing costs of various media Out of Home $5 Relative costs of media Internet $3 how do media costs compare media costs compared Understanding the Economics of Digital Compared to Traditional Advertising and Media Services Digital media compared to traditional advertising digital versus traditional marketing Source: Morgan Stanley Research 2010 -3- Augustine Fou
  4. 4. Advertising CPMs (Offline) Cost per Thousand (CPM): Cost to reach 1,000 users or impressions -4- Augustine Fou
  5. 5. Online Video CPMs Cost per Thousand (CPM): Cost to reach 1,000 users or impressions -5- Augustine Fou
  • ellebeenov2013

    Mar. 28, 2016
  • gildaruzzi

    Oct. 16, 2014

cost comparison across channels and media types; comparing media costs across channels; traditional vs digital media costs, normalized media costs offline vs online.

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