SubscribeTargeted, Downloadable Video Commands Highest Value
April 3, 2008 · Print This Article
From this recent post over at Web Video Report 080327, it's clear to see that having targeted audiences and offering downloadable media both command higher rates than general audience and embedded media - a direct reflection of their higher value to both consumers of the content as well as to show sponsors.
Most of these companies reported CPM rates for a wide range of pre/mid/post roll video, host shout outs, overlays, etc. Goodnight Burbank's numbers are for product placement per episode.
What was not discussed is the relationship to an online community, aka social network associated with each show. These user communities only increase the value, as they don't just consume the media, they keep talking about it over in the community - which presents added opportunities for banner advertising and special offers.
| SHOW/SITE | RATES | PAST ADVERTISERS |
| blip.tv | $10-$100+ | Unilever, Dewars, Comedy Central, HBO, GoDaddy, Adobe |
| TV Guide | $25-$30 | ATT/Cingular Wireless, Kraft |
| CNN | $25+ | Orbitz, Lending Tree, Chrysler, Apple, Chevrolet, Netflix, Sears, Toyota |
| Goodnight Burbank | $3K-$8K | HBO |
| Mania TV | $10-$30 | GM, Honda, Toyota, Verizon, AT&T, NBC, ABC, Paramount, Warner Brothers, Old Spice, L'Oreal, Sony, Nike, Coke, Citibank, XBox, Best Buy, HBO, Victoria Secret, WWE |
| Revision3 / Diggnation | $60-$80 | Virgin Atlantic, Adagio Teas, Body by Venus, Sony, Microsoft, FX Networks, Adobe |
| For Your Imagination | $20-$60 | Graco, BabyBjorn, TJMaxx |
CNN and TV Guide feature general audiences and embeddded video. The other sites feature targeted shows and allow users to subscribe to their shows for viewing on the device of their choice, at the time of their choice. Many of the independently produced shows also have social networks or websites that encourage ongoing group discussion.
You can follow and connect with Roxanne on 
You can follow and connect with Shane on 
Just wondering, how you created that table where you have reviewed the cpm on the post im replying to. Is it a wordpress plugin? can u let me know please
It is just "by hand" HTML though a WP plug in to create tables would be awesome. If you know a little HTML you can view the page source and see how it was made, copy it to your site, and then change out the "obvious" places where there are colors and content inserted.