Video advertising units are far more valuable to publishers than premium display ads, which fetched an average of $10.87 CPM in Jan. 2014, according to eMarketer. For premium publishers’ sites, such as established newspaper and magazine companies, the average premium video advertising cost was three times that of premium display ads, or $31.20 CPM, graph example. Advertising agency buyers use analytics and standardized metrics to determine the size of audiences they are buying. In order to accurately relay the true audience for a magazine’s print, online, tablet, mobile and video audiences, analytics companies and media associations have joined forces to create cross-media analytics.
For more information, or to download the executive summary of the 2015 Global Digital Media Trendbook, go to http://www.wnmn.org.