When contacting your target audience, a key indicator of effectiveness is cost per impression, or cost per view. It’s basically the bread and butter of a marketing team with a budget and it comes down to some simple math.
Consider the Super Bowl Problem:
So the average cost of a Super Bowl ad in 2018 was $168,333 per second. You want to have a thirty second spot so you’re going to be paying $5,049,990 for just one ad. The viewership was only 103.4 million (a historic low). So for that one impression your cost is roughly $0.05 which is pretty great .
Now this low cost brings some negatives.
The chief one is most people do not have a budget of $5,000,000+. The second issue is it’s just one impression. And immediately following your ad is another ingenious ad, and another one, and the Han Solo trailer, and then that post-modern Tide ad, and then the Black Panther trailer, and what was your company again? Oh wait the game is back on and Tom Brady looks like he’s about to cry.
So let’s compare your $5,000,000 ad to… a cool pen.
A pen that doubles as a charging station or tool-kit or a flashlight, just a cool pen that would run around $5 each. Now the ‘typical’ branded pen will be seen 3,100 times [source]. Since your pen is distinct your impressions are going to be on the other side of the bell curve closer to 4,000 impressions per pen. And let’s assume that you don’t have Super Bowl money, just a reasonable $5,000.
With all that in mind, let’s figure out the number of impressions you’ll achieve and what the Cost-per-Impression is.
$5,000 buys you 1,000 pens. Each pen in its lifetime will achieve 4,000 impressions so your total “viewership” is 4,000,000. So your Cost-per-Impression is the very impressive $0.00125.
Sorry about all the arithmetic but you get the idea.