For a billion dollars, you can buy hundreds of millions of eyeballs.
As an extreme example, a 30-second Super Bowl advertisement costs just under $6 million and reaches almost 100 million people. And that can’t be anywhere near the upper limit of efficiency (I’d guess those ads are wildly overpriced given the additional status/​prestige they confer).
It depends what media type you’re talking about (audio, video, display, …) - $6m/​100m is $60CPM (‘cost per mille’), which is certainly above the odds for similar ‘premium video’ advertising, but only by maybe 2-5x. For other media like audio and display the CPMs can be quite a bit lower, and if you’re just looking to reach ‘someone, somewhere’ you can get a bargain via programmatic advertising.
I happen to work for a major demand-side platform in real-time ad buying and I’ve been wondering if there might be a way to efficiently do good this way. The pricing can be quite nuanced. Haven’t done any analysis at this point.
For a billion dollars, you can buy hundreds of millions of eyeballs.
As an extreme example, a 30-second Super Bowl advertisement costs just under $6 million and reaches almost 100 million people. And that can’t be anywhere near the upper limit of efficiency (I’d guess those ads are wildly overpriced given the additional status/​prestige they confer).
It depends what media type you’re talking about (audio, video, display, …) - $6m/​100m is $60CPM (‘cost per mille’), which is certainly above the odds for similar ‘premium video’ advertising, but only by maybe 2-5x. For other media like audio and display the CPMs can be quite a bit lower, and if you’re just looking to reach ‘someone, somewhere’ you can get a bargain via programmatic advertising.
I happen to work for a major demand-side platform in real-time ad buying and I’ve been wondering if there might be a way to efficiently do good this way. The pricing can be quite nuanced. Haven’t done any analysis at this point.