Do you have media benchmarks?
Well, maybe …
Talking about benchmarks is tricky. As advertisers, we use channel benchmarks to give us a very general idea of whether our campaigns are performing as expected. They are reassuring, but benchmarks aren’t always useful. The cost per thousand (CPM) for a campaign targeted to a very small audience is going to be higher than a campaign targeted to a broad audience. The click-thru rate (CTR) for a business product is likely going to be lower than the CTR for a consumer product.
The numbers below are averages across many verticals and publishers. The specific maximum reach, CPM and CTR of your campaign will be greatly influenced by your target audience, the type of ad placement, campaign timing, the product being advertised and a number of other factors. A campaign that falls outside of these averages can still be a high-performing campaign.
With that disclaimer out of the way, here is some channel information that can be a starting point for media channel exploration. The following is based on vendor-provided information, industry publications and the experience of the ThomasARTS media team.