Wat is CPM (Cost Per Mille)?
Snelle definitie
CPM (Cost Per Mille) is een prijsmodel in adverteren waarbij adverteerders betalen per 1.000 vertoningen van hun advertentie, vaak gebruikt in brand awareness-campagnes.
CPM stands for "Cost Per Mille" (mille is Latin for thousand). It represents how much an advertiser pays for every 1,000 times their ad is displayed. If a campaign has a $10 CPM, the advertiser pays $10 for every 1,000 impressions.
CPM is the standard pricing model for brand awareness campaigns where the goal is visibility rather than direct clicks or conversions. Display advertising, video pre-roll ads, social media reach campaigns, and programmatic advertising typically use CPM pricing.
CPM rates vary dramatically based on the platform, audience, and ad format. Facebook CPMs average $5-15, LinkedIn CPMs are $20-40 (reflecting a more valuable B2B audience), and premium website placements can range from $10-50+. Video ads generally have higher CPMs than static display ads because they're more engaging.
To calculate CPM: (Total Ad Spend / Total Impressions) x 1,000. To estimate campaign cost: (Desired Impressions / 1,000) x CPM Rate. For example, if you want 500,000 impressions at a $10 CPM, the cost would be $5,000.
Waarom het belangrijk is
CPM is essential for planning and evaluating brand awareness campaigns. While CPC and CPA measure direct response, CPM measures how efficiently you're reaching your audience. A lower CPM means you're getting more eyeballs for your budget.
Comparing CPMs across platforms and campaigns helps you allocate your advertising budget more effectively. If LinkedIn has a $30 CPM but reaches your exact B2B decision-makers, it may be more cost-effective than a $5 Facebook CPM that reaches a broader, less relevant audience.
Praktijkvoorbeelden
A fashion brand runs a YouTube pre-roll video campaign with a $12 CPM, reaching 500,000 potential customers for $6,000 to launch their new collection
A B2B software company compares CPMs across platforms: LinkedIn at $35 but with decision-maker targeting vs. Facebook at $8 with broader targeting, choosing LinkedIn for better qualified impressions
A local restaurant uses Facebook reach campaigns at a $6 CPM to ensure their weekend brunch promotion is seen by 50,000 people in their area
A real estate developer runs premium display ads on luxury lifestyle websites at a $25 CPM, accepting the higher cost for the quality and relevance of the audience
Gerelateerde termen
CPC (Cost Per Click)
CPC (Cost Per Click) is het bedrag dat een adverteerder betaalt telkens wanneer een gebruiker op zijn advertentie klikt, een kernmaatstaf in PPC-campagnes.
PPC (Pay-Per-Click)
PPC (Pay-Per-Click) is een online advertentiemodel waarbij adverteerders een vergoeding betalen telkens wanneer iemand op hun advertentie klikt, veel gebruikt in Google Ads.
ROI (Return on Investment)
ROI (Return on Investment) meet de winstgevendheid van een investering door de gegenereerde winst of verlies te berekenen ten opzichte van de kosten van de investering.
Retargeting
Retargeting is een online advertentietactiek die advertenties toont aan gebruikers die uw website eerder hebben bezocht of met uw inhoud hebben geïnteracteerd.
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