The State of Programatic TV Advertising: Interview with Viant CMO Jon Schulz
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Viant Technology Inc. is an advertising technology company specializing in AI-powered programmatic advertising solutions. Founded in 1999 and headquartered in Irvine, California, Viant offers a cloud-based demand-side platform (DSP) that enables marketers and their agencies to plan, execute, and measure digital advertising campaigns across various channels, including Connected TV (CTV), mobile, desktop, in-game, streaming audio, and digital billboards. Their platform emphasizes people-based advertising, leveraging their proprietary Household ID™ technology to deliver targeted and measurable advertising solutions.
Key Products and Services:
Demand-Side Platform (DSP): Viant's DSP facilitates the programmatic purchase of advertising, allowing for centralized planning, buying, and measurement of digital advertising across multiple channels.
Household ID™ Technology: This proprietary technology enables precise targeting by mapping digital identities to real-world households, enhancing the accuracy and effectiveness of ad campaigns.
Omnichannel Marketing: Viant provides solutions that allow brands and agencies to reach consumers seamlessly across various programmatic channels and formats, including CTV, digital out-of-home, mobile, audio, desktop, and in-game advertising.
Industry information
In the programmatic advertising landscape, Cost Per Mille (CPM) rates and creative service costs vary based on factors such as ad format, targeting specificity, and industry demand. Here's an overview:
Average CPM Rates:
Display Ads: CPMs typically range from $3 to $25, with a median between $6 and $12.
Digital Video Ads: CPMs span from $12 to $50, with a median between $15 and $35.
Connected TV (CTV) Ads: CPMs are higher, ranging from $35 to $150, with a median between $40 and $75.
Creative Services and Costs:
Hourly Rates: Creative agencies in the U.S. charge between $100 and $149 per hour on average.
Project-Based Fees: Minimum campaign sizes average around $8,178, with some agencies requiring at least $5,199.
Retainer Agreements: For ongoing services, monthly retainers range from $1,000 to $2,000, excluding additional media costs.
These figures can fluctuate based on the agency's expertise, the complexity of the campaign, and specific client requirements.
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