Higher CPMs for targeted local TV/CTV campaigns will increase sales in the regions that matter the most for your brand, delivering much higher ROAS. Or said another way: embracing a higher upfront cost means receiving a much bigger business bang for every media buck spent.
Cheap national CPMs offer very minimal measurable ROAS anywhere, particularly in local regions where the competition may be stiff in your category and you really need results from your media budgets.
Centriply Business Development rep Jeff Watts points our why this matters in this 1-minute video:
How do you grow revenue 20%+ when campaign performance is not driving revenue or impact? Low CPM = either lower starting budget or spray and pray strategy—both of which are not being reflected in campaign performance re: revenue increases. So low CPM ≠ performance/increased revenue.
Do you want to combine linear and CTV/OTT but are unsure how to do so effectively and within budget?
If you are using up to five (!) platforms to buy CTV (leaving linear aside right now), how can you accurately gauge results and the value to your brand for each platform when each platform has its own inventory partners and reporting methods?
Are you relying on AI to sort this data and report back accurately? Are the multiple platforms and various tools (AI and otherwise) requiring you to return to “manual” (aka spreadsheet) methods to analyze campaign performance? Is that effective use of your time? Is this method reliable—not just for you, but for reliable and consistent results across your business group?
No? That's what we thought.
We think all this extra work is a waste of your valuable time.