He was comparing apples to refrigerators. He is shifting more of his 2022 budget to CTV.
The other day I was talking with a client, he asked me why CPM's were high on CTV. This client has a clear-cut customer profile and services a precise geographic area. The conversation started with an acknowledgment on his part that his broadcast & cable audience has shifted towards streaming and most likely CTV.
We discussed the different types of advertising that he does or once did and what he liked best about the individual platforms. He did say it is a bit difficult to break them apart because they all work together, I completely agreed. He does invest a large percent of his advertising budget in Broadcast, Cable, and CTV.
After a thorough examination and consultation and drawing of The Ben Franklyn T sheet, I was able to give him a prescription that cured his CPM heartburn. He was comparing apples to refrigerators.
In the end, we both agreed that all impressions are not equal, and just like many clients for 2022, he was shifting more money over to CTV.