Web-Video Ad-Price Survey, Take Three

By Sergio Published on .

WebVideoReport delivers another Web video advertising price survey! Readers clamor for more each time we publish a compilation of prices charged for Web video, so we've gone back into the field to get the numbers.

The costs of Web video still vary as wildly as the range of Web video content itself, but we've surveyed traditional publishers such as TVGuide.com and CNN.com. We also scouted prices for Web studios and distributors including Blip.tv, Mania.tv and Revision 3. Content people such as the producers of "Goodnight Burbank," "Abigail's X-Rated Teen Diary" and the For Your Imagination guys also divulged their information.

This compilation, by 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.

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 two earlier Web-Video Ad-Price Surveys, 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.

Blip.tv is a New York-based online television network focused on promoting and monetizing original, independently produced TV shows on the Web. Shows on blip.tv range from scripted sitcoms and dramas to newsmagazines. The lineup includes “Wallstrip,” “Mahalo Daily,” “Alive in Baghdad,” “Break a Leg” and “Who What Wear Daily.” Blip.tv shares all advertising revenues with show creators 50/50 and also syndicates shows to AOL Video, iTunes, MSN and the Sony Bravia.


Ad Rates: Blip.tv sells ads in a variety of ways including run of site and sponsorship of top shows. On a CPM basis, run of site ads range from $10 to $30 and sponsorships from $30 to $100 or higher, based on the level of brand integration and the show or set of shows an advertiser has selected to sponsor.

Web Video Ads Offered:

  • Short pre-rolls

  • Overlays

  • Post-rolls

  • Product placement

Integration: Blip.tv can integrate brands into top shows; offer host shout-outs to sponsors; and do custom ads by content creators to promote brands and products.

Past Clients: Unilever, Dewars, Comedy Central, HBO, GoDaddy, Adobe.

TV Guide
TV Guide Broadband at TVguide.com is part of TV Guide Network. It's an ad-driven video service with short-form content about celebrities, TV and entertainment. Most of TV Guide Broadband’s content is derived from TV Guide Network, but the Web venture also produces its own original content (such as Rhett and Link music videos and “Making News: This Just In” webisodes).


Ad Rates: TV Guide Broadband sells on a CPM basis with rates ranging from $25 to $30.

Web Video Ads Offered: TV Guide Broadband runs 10 to 20 second pre-rolls, lower third overlays and companion banners. The bulk of the business is in pre-rolls, but TV Guide expects lower-thirds to comprise more of the mix in the coming year.

Integration: TV Guide Broadband offers integration opportunities across the site, such as ringtones from AT&T/Cingular in conjunction with ads

Past Clients: ATT/Cingular Wireless and Kraft.

"Goodnight Burbank”
“Goodnight Burbank” and sister show "Goodnight Burbank: Breaking News" are two Web comedies set in a fictional news studio. Critics have referred to “Goodnight Burbank” as "The Office meets The Daily Show."


Ad Rates: Ad rates range from $3,000 to $8,000 for product placements.

Web Video Ads Offered:

  • Overlays

  • Banners

  • Product placement/integration

Integration: Product placement/integration plays keep sponsors' messages in the content across all sites where a show is distributed, such as YouTube and MySpace. Banner ads are available on main site at www.goodnightburbank.com. Overlays differ from site to site.

Past Clients: HBO.

“Abigail’s X-Rated Teen Diary”
"Abigail's X-Rated Teen Diary" is a short, 3-times a week Web comedy about a teenage girl with a fictional genetic condition that makes her look like a grown man.


Ad Rates: Ad rates range from $1,000 to $5,000 for product placement.

Web Video Ads Offered:

  • Overlays

  • Banners

  • Product placement/integration

Integration: Product placement/integration is available across all sites where the shows are distributed such as YouTube and MySpace. Product placement is integrated into the show and lives with the content. Banner ads are available on the main site at www.abigailsxratedteendiary.com. Overlays differ from site to site.

Past Clients: Time Warner Home Video.

CNN.com is the online companion to the cable news network. CNN.com relaunched in July 2007 and features online video, including an in-page video player and a live player for live news. CNN.com served 109.5 million video streams in February 2008 and monthly video usage on CNN.com has increased 69% compared to a year ago.


Ad Rates: CNN declined to disclose rates, but media agencies say CPMs start at $25 for the site.

Web Ads Offered: Standard and rich media display ads including in-banner video; in-stream video ads on Web pages and in the various video players; and pre- and post-roll video ads

Integration: CNN has sold ads across multiple platforms including CNN.com, online video, podcasting, mobile, CNN TV Network, CNN International and Headline News.

Past Clients: Orbitz, Lending Tree, Chrysler, Apple, Chevrolet, Netflix, Sears, Toyota.

The ManiaTV Network launched in 2004 and produces, sells and distributes original TV programming targeting the 18-to-34 year-old audience. The company’s production studio is based in Los Angeles and the site delivers more than 8 million viewers per month. Leading shows include “Dave Navarro's Spread Entertainment,” “Tom Green Live,” “National Lampoon's Lemmings,” “Arcade” and “Backstage Pass.”


Ad Rates: CPM range is $10-$30 depending on the show and integration package.

Web Video Ads Offered:

  • Show integration

  • Show sponsorships

  • In-banner video

  • Companion banner ads

  • Pre- and post-rolls

  • On-set branding

  • Brought-to-you-by bumpers

  • Overlays (starting in April)

Integration: Branded show integration can include mentioning or using the client’s product, promoting a contest or Web site, and show sponsorships.

Past Clients: GM, Honda, Toyota, Sprint/Nextel, Cingular, Verizon, AT&T, NBC, ABC, Paramount, Warner Brothers, Old Spice, L'Oreal, Nikon, Sony, Adidas, Nike, Coke, Pepsi, Wrigley, Citibank, XBox, Sony PSP, Nintendo, Atari, Frito-Lay, Best Buy, HBO, Virgin, Victoria Secret, WWE and many more.

Revision3: Revision3 is an online TV network that produces more than 12 original Web series, mostly focusing on technology, culture and lifestyle.


Ad Rates: CPMs for Web video range from $60 to $80.

Web Video Ads Offered:

  • Brand integration

  • Host shout-outs

  • Brought-to-you-by messages

Integration: Revision3 has focused on brand integration and sponsorships. Hosts will say that certain segments of a show are “brought to you by,” while many Revision3 shows have also included product integration.

Past Clients: Virgin Atlantic, Adagio Teas, Body by Venus, Carson’s Ribs, Beck’s Beer Southern Comfort, Sony, Microsoft, FX Networks, Adobe.

For Your Imagination
For Your Imagination is a New York-based Internet video production company that is currently producing six Web series and plans to expand to about 20 later this year. The company develops original Internet TV shows and also partners with existing producers to fine-tune, distribute, promote and monetize their shows.


Ad Rates: CPM ad rates range from $20 to $60.

Web Video Ads Offered:

  • Brand integration

  • Dynamic in video ads including overlays

  • Pre- and post-rolls

  • Site takeovers with banners

Integration: FYI has focused on brand integration and sponsorships, including recent deals with Graco, BabyBjorn , Chipotle, Boon and New Belgium Beer.

Past Clients: Graco, BabyBjorn, TJMaxx.
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