YouTube Investing Heavily In CTV, Short-Form Video And ECommerce

By: Tony Rifilato

YouTube Chief Product Officer Neal Mohan recalled how, over a decade ago during an IAB annual leadership meeting, he predicted that video would lead the growth of the advertising industry.

Back then, 24-hours of video were uploaded to YouTube every minute. Fast-forward 10 years, and that number has skyrocketed to 500-hours per minute. “Video has not only led the charge in terms of the growth of the advertising industry, but it really is kind of at that pinnacle,” he said.

Speaking Wednesday with Catherine Sullivan, CEO of Omnicom media agency PHD, on the third day of IAB’s 2021 ALM, Mohan discussed how the COVID-19 pandemic has accelerated the growth of digital video across connected TV and mobile devices, what it means for users, creators and advertisers, and how ecommerce fits into the mix…read more.

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$0.45 USD - $4.00 USD

Note: The accepted formula that Auxiliary Mode Inc. uses to calculate the CPM range is $0.45 USD - $25.00 USD.

The range fluctuates this much because many factors come into play when calculating a CPM. Quality of traffic, source country, niche type of video, price of specific ads, adblock, the actual click rate, watch time and etc.

Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The "M" in CPM represents the Roman numeral for 1,000.

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