Why Netflix's CPM is still under media buyers' skin

Also: TikTok tries to keep advertisers on its side ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Media buyers Digiday spoke with are expressing frustration at its still-too-high $55 CPM and the still-too-slow growth for its ad-supported sub base.

March 28, 2023

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Netflix's CPM still under media buyers’ skin months into its disjointed push into advertising Media buyers Digiday spoke with are expressing frustration at Netflix's still-too-high $55 CPM and the still-too-slow growth for its ad-supported sub base. Additional coverage: Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet. More in this Digiday+ Marketing Briefing. The whole idea that TikTok is really spyware is nothing more than a myth, according to the app. And it wants marketers to know it. Fubo's Lynette Kaylor, a former Merkle exec, joined the Digiday Podcast to talk about how data-driven the TV and streaming advertising business is becoming. Publishers with newsletter-focused businesses are looking to grow their editorial and sales teams this year — but cautiously, to keep spending down during a time of economic uncertainty. Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say. In its latest ad forecast, Magna is expecting a resilient U.S. market this year – boosted by retail, streaming and the auto industry's bounceback. Other things to know about Join us virtually on April 26 for the Digiday Gaming Advertising Forum where we’ll bring together brand, agency and media leaders to discuss the world of gaming, live stream advertising and the latest trends and best practices. Even though UA is currently the most popular tool, the market is broad, with many other options available, meaning marketers don’t have to migrate to GA4, especially when it may not be the best option for all. Sponsored by Piwik PRO. As the attention economy becomes more important and brands work to cut through the advertising clutter, marketers are increasingly turning to interactive video. Sponsored by KERV. Top Stories Ivy Liu Business of TV Netflix’s CPM still under media buyers’ skin months into its disjointed push into advertising Media buyers Digiday spoke with are expressing frustration at its still-too-high $55 CPM and the still-too-slow growth for its ad-supported sub base. howdy! Beyond Ads Marketing Briefing: Coca-Cola and other major marketers enter 'test and learn' phase with generative AI Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet. Sponsored by TheViewPoint Report: Driving programmatic success with SSPs SSPs are helping publishers connect with new ad networks and DSPs to find buyers, optimize deals and provide valuable analytics. Advertisement howdy! Marketing on Platforms As its future hangs in the balance, TikTok tries to keep advertisers on its side The whole idea that TikTok is really spyware is nothing more than a myth, according to the app. And it wants marketers to know it. Sponsored by Mailchimp Report: The marketer’s guide to email optimization Download this guide to learn how marketers are using always-on email testing to create more engaging content. howdy! Business of TV Fubo's Lynette Kaylor typifies the modern TV ad sales exec The former Merkle exec joined the Digiday Podcast to talk about how data-driven the TV and streaming advertising business is becoming. Advertisement Sponsored by Piwik PRO In the wake of the Universal Analytics sunset, marketers are suddenly flush with options With more than just Google’s cookie on the Alphabet giant’s chopping block, marketers must either migrate from UA to Google Analytics 4 or another analytics solution. howdy! Navigating Economic Instability Newsletter publishers cautiously plan to expand editorial and sales teams Publishers with newsletter-focused businesses are looking to grow their editorial and sales teams this year — but cautiously, to keep spending down during a time of economic uncertainty. howdy! Audio Anywhere With podcast advertising maturing, more mainstream brands want in on growth Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say. All Latest Stories

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