The costs of Web video still vary as wildly as the range of Web video content itself.
This compilation, by contributing writer Daisy Whitney, documents the asking rates for different kinds of ads connected to Web video. The information provided generally reflects so-called rate-card prices, not the prices advertisers necessarily pay. But in a medium whose business model is evolving as rapidly as Web video’s, information like this can be a starting point for both buyers and sellers. For a combined list of prices from our December story and this update, click here.
WebVideoReport.com encourages its community of readers, including ad buyers and sellers, to use the comments function below to share their experiences pricing Web video (Readers: caveat emptor on any prices appearing in the comments section!). For a glossary of Web advertising terms, see this WebVideoReport exclusive.
CBS Local (TV Stations)
CBS Local is a network of sites for the owned & operated CBS television stations that features 23 local Web sites reaching more than 10 million unique users per month. The CBS Local network offers live video of breaking news and other special events. The network also delivers more than 8 million monthly video views from more than 350,000 on-demand video clips.
Ad rates: The CPM for video on CBS Local sites starts at $50. The company declined to quote the upper end of the price range.
Web video ads offered:
- 15-second pre-roll
- Video sponsor units
- Companion banner ads with message unit and video sponsor unit (different size ads on site)
- In-banner video unit (video inside a banner ad)
- Sponsored video sections
Integration: CBS Local offers packages for all distribution platforms, including broadcast television and digital media properties. CBS Local also syndicates its video content to local and national partners. Sponsorship packages are available for major events, including Grammy’s, NCAA Bracket Challenge and Elections 2008. Packages include special content integration opportunities in addition to media.
Past clients: Recent video advertisers include GM, Ford, Chrysler, Toyota, Honda, Kia, Nissan, Volvo, Jeep, BMW, Carmax, Procter & Gamble, Energizer, Wendy’s, Taco Bell, Sylvan Learning Center, Harrah’s, Ireland Tourism, Ski New Hampshire, Hong Kong Tourism, Tourism Australia, Maui Tourism, Miami Tourism, PNC Bank, Time Warner, Comcast, Echostar, T-Mobile, Quest, US Cellular, Blue Cross Blue Shield, American Heart Association, Glaxo SmithKline and Novartis.
Hearst owns 26 TV stations in the U.S. and sells ads across the station Web sites, such as KCRA-TV in Sacramento and WBAL-TV in Baltimore.
Ad Rates: Pricing depends on a number of factors including targeting, size and duration of campaign and the specific sponsorship that was purchased, with CPMS ranging from $15 to $100.
Web ads offered:
- 15 second pre-rolls
- The company plans to add companion ads in the near future
Integration: Clients can buy Web video ads as part of a package with on-air spots on a local station.
Past clients: Canon, Pontiac, Maryland Toyota, ACE Hardware, McDonald’s, US Army.
NBC Universal TV Stations
The NBC Universal Television Stations division includes 10 NBC-owned TV stations in major U.S. markets, such as WNBC in New York and KNTV in San Francisco. NBC sells advertising on the Web sites for those stations.
Ad rates: CPMs range from $40 to $75, depending on the market.
Web Video ads offered:
- Banner ads
- Classified listings in some cases
Integration: The company sells integrated ad packages online and on-air in local markets, against national cable and TV, and with new digital out-of-home venues, such as gyms and taxi cabs.
Past Clients: American Express, General motors, Sprint, Kohler, Bacardi, Toyota/Lexus, various Broadway Shows in New York.
WorldNow is a service provider for local TV stations’ Web sites. The company powers Web sites for ABC, Cox, Dispatch, Gray, Journal, Landmark, LIN, Local TV, LLC, Media General, News Press & Gazette, Raycom, Time Warner Cable, Tribune and Young. WorldNow serves 33 million video streams per month.
Ad rates: CPMs are $30 or more.
Integrated buys: WorldNow is solely focused online and offers Web-only ads, though clients can sell across TV and online.
Past Clients: Advertisers on sites in the WorldNow network have included Cadillac, Glass City Federal Credit Union and numerous local advertisers.
Revver is an online video-sharing network focusing on independently-produced media. Revver shares advertising revenue with video creators and syndicators.
Ad rates: Rates range from $10 CPM to $20 CPM, depending on ad placement. Pricing is also available on a CPC (cost per click) basis.
Web video ads offered: Pre-roll, post-roll, pre-play display, post-play display.
Integration: Revver offers a range of ad programs over its video network as well as on its own Web site. In-player ad units and flash overlays are offered over its network and standard ad units are offered on the site. Exclusive sponsorships, skins and takeovers are available.
Past clients: ABC, Absolut, American Apparel, Coca Cola, Columbia Pictures, Disney, Electronic Arts, Microsoft, MTV Networks, NBC Universal, Nintendo, Paramount Pictures, Procter & Gamble, Sega, SC Johnson, Sony Pictures, Taco Bell, Universal Pictures, Verizon, Warner Brothers Pictures.