PMP advertising, or private marketplace advertising, is a programmatic buying model where publishers offer inventory to a select group of advertisers through invitation-only auctions, rather than opening it to the open exchange. The result is a more controlled environment: you know where your ads are running, you have a direct relationship with the publisher, and…
OTT advertising cost typically ranges from $25 to $50 CPM for programmatic inventory, rising to $65 or more for premium placements on platforms like Hulu or Peacock. What you pay depends on targeting depth, audience size, content environment, and whether you’re buying direct or through a DSP. But the CPM is only part of the…
Advertising market research is the process of gathering and analysing information about audiences, competitors, and market conditions to inform how, where, and to whom you advertise. Done well, it closes the gap between what you assume about your customers and what is actually true. Done poorly, it gives you the confidence to be wrong at…
Advertising in Korea requires a fundamentally different commercial logic from what most Western brands are used to. The market is digitally sophisticated, culturally specific, and structurally dominated by platforms and consumer behaviours that don’t map neatly onto global playbooks. Brands that treat Korea as a media execution problem, rather than a market intelligence problem, tend…
Consumer packaged goods advertising operates on a simple but brutal logic: brands that consistently invest in visibility grow, and brands that go quiet lose ground to competitors who do not. CPG is one of the few categories where the relationship between advertising investment, mental availability, and market share is well-documented across decades of real-world evidence….
TV advertising costs range from a few thousand dollars for local cable spots to several million for prime-time network placements. A 30-second local cable ad might cost $500 to $5,000. A 30-second national network spot in prime time typically runs $100,000 to $400,000. A Super Bowl slot sits above $7 million. The range is that…
Advertising in video games is one of the most consistently misunderstood channels in the media mix. Brands either ignore it entirely, treating it as niche or experimental, or they rush in with creative built for broadcast and wonder why it lands flat. The channel is large, the audiences are commercially valuable, and the formats are…
An advertising plan is a structured document that defines what you’re advertising, who you’re advertising to, where your budget is going, and how you’ll measure whether it worked. Done well, it connects media decisions to business outcomes. Done poorly, it becomes a budget allocation exercise that looks rigorous but produces nothing you couldn’t have guessed…
Advertising mediums are the channels through which a brand delivers its message to an audience, ranging from paid search and social to broadcast, print, out-of-home, and audio. Choosing the right mix is less about following industry trends and more about matching channel characteristics to where your audience is, what they need to hear, and what…
The average ROI for TV advertising sits somewhere between 1.5x and 4x revenue return per pound or dollar spent, depending on the category, creative quality, media mix, and measurement methodology you use. That range is wide for a reason: TV does not behave like a direct response channel, and anyone who tells you otherwise is…
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