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We've been trying it out on a limited basis. You pick show-level targeting, set a max CPM (cost per thousand households) bid, and a max daily budget. Then, af
by compumike 17y ago
We've been trying it out on a limited basis. You pick show-level targeting, set a max CPM (cost per thousand households) bid, and a max daily budget. Then, after it runs, you get reports about # of impressions, etc.
It clearly brings a lot of traffic when it runs, and those do clearly turn into some sales (self-reported in our post-checkout survey). We don't yet have enough data to know whether it pays for itself.
If you want some "orders of magnitude" numbers to play with, we're talking about a few bucks per thousand households CPM rates, with a "click through rate" (visitors per watching household) in the few-tenths-of-a-percent range (hard to track but we try). We're still trying to nail down those numbers, but it seems to be a fairly expensive way to find visitors (although within an order of magnitude of other methods, so we're hoping that with tweaking of bids/message/targeting we can make it comparable, because it scales to massive volume really well if you can afford it!).
Our current 30-second spot:
http://www.youtube.com/watch?v=pTM2AVeyEMg http://www.youtube.com/watch?v=pTM2AVeyEMg
- ericd 17y agoVery nice! I experimented with it as well, and found that it wasn't quite worth the cost compared to other methods (though my commercial wasn't as nice: http://www.youtube.com/watch?v=QyFzZPhgMTQ http://www.youtube.com/watch?v=QyFzZPhgMTQ ) Did you go for repeat showings to the same people, or did you try to show to as many people as possible once?
- compumike 17y agoRepeat showing to the same shows (MythBusters, etc) -- although I don't think that necessarily implies the same people. In fact, it seems impossible to control whether to show it multiple times in a single 30-min slot, etc.
- ericd 17y agoAh I see. They give an estimate of number of impressions and number of uniques, so you can get a rough average viewings/person. I believe that it never shows more than once per show (or 30 minute slot), so it's just an estimate of viewer return rate from showing to showing, I believe.
- kyro 17y agoDid you do the commercial yourselves or hire an outside firm? Also, your logo is pretty confusing. It took me a while to actually realize that it was the logo for NerdKits while watching that commercial.
- compumike 17y agoI did the sketches (pencil+paper+scanner), my co-founder did the music + video compositing of the commercial, and we paid $100 for the voiceover. We're DIY people so we had to give it a shot ourselves first. :-) You can see an earlier version here: http://www.youtube.com/watch?v=aScFQhwHfyE http://www.youtube.com/watch?v=aScFQhwHfyE with a totally different feel...