Why would you waste $$$$?
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.
Is it worth it?
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.
More CPM, ROAS, and TV ad performance questions worth thinking about
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. If you do too, it's probably time to contact us at Centriply. We can arm you with the details, info, and literal maps and recommendations so your next conversation with your boss/client/CFO doesn't leave you questioning your life choices. When you work with us, you'll know things like where to find your priority audience, what the "right" media balance looks like to use your budget wisely, and you'll see the kind of real reporting of real results we generate for every campaign and every client. So if you're still wondering "why Centriply?"--it's because results matter.