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Summary:

Video upload and analytics company TubeMogul has found that just over half of its users are monetizing videos, and the average CPM for those monetized videos is $12.39. Admittedly, TubeMogul’s data is limited. The company reached out to nearly 12,000 of its users, which represent a […]

Video upload and analytics company TubeMogul has found that just over half of its users are monetizing videos, and the average CPM for those monetized videos is $12.39.

Admittedly, TubeMogul’s data is limited. The company reached out to nearly 12,000 of its users, which represent a mix of big media companies (CBS Interactive), new media studios (Next New Networks), ad agencies, independent creators and more. Of those contacted, 1,114 completed the survey (lured by the promise of a free T-shirt), and interestingly, some respondents were confused over terms like “monetization” and “CPM.”

But given all the recent discussion over video ad CPMs (and whether viewers want them on UGC), this is another data point to throw into the mix as we consider the actual business of online video.

TubeMogul also found:

  • 26.9 percent of respondents were monetizing all of their videos
  • 23.4 percent were monetizing all of their videos on their own (i.e. no partner program like Revver)
  • Overlay ads were the most popular form of video advertising (most likely driven by partnership options)
  • 29.4 percent of respondents used product placement

And what of those folks who aren’t monetizing their videos, even though there are a number of free partnership programs to do so? TubeMogul respondents said that in many cases these videos are ads like virals or movie trailers, or the videos are just put up for fun.

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  1. HipMojo.com » What is WatchMojo.com’s eCPM? Thursday, August 7, 2008

    [...] start by looking at Option 2, given TubeMogul’s recent study that suggests a $12.39 CPM ad rate for online video producers who are monetizing their video.  [...]

  2. What website are people making this $12 from? Revvers 100 MB limit is killing my quality, and Blip.tv/Brightcove CPM arent nearly that high.

  3. Youtube is going to bring $15 CPM or more.

    That is really huge.

    If you have got 100 thousand views per month on your Youtube videos, it will bring you $1500, enough to make a living doing internet videos. Tens of thousands of independent Youtube producers could be making that much money at least, which will give them more time and provide them better equipment and hire more people to do more and better videos.

  4. Where are people finding these viral ads and movie trailers?

    I personally want to have a CPM ad showing movie trailers on my site, but I can’t find a reliable source of these ads.

    Any ideas?

  5. Oops, my URL was wrong in the above post. Can you fix it, Chris?

  6. Advertising Industry mobile edition Saturday, September 20, 2008

    [...] accurate, they are averages. Indeed, a recent post over at NewTeevee found that the average CPM for a video ad was only $12.39. According to a separate eMarketer report, online ad spend will only amount to $505 million this [...]

  7. Techeroid » Nobody is Making Money Online from Susan Boyle Video (Yet) Thursday, April 23, 2009

    [...] about $20 to $35 per 1000 viewers, which is not completely unreasonable, though we have also seen far lower numbers around $12 and less. Using those numbers, ITV probably lost about $1 million, which is still quite [...]

  8. Nobody is Making Money Online from Susan Boyle Video (Yet) | UpOff.com Thursday, April 23, 2009

    [...] about $20 to $35 per 1000 viewers, which is not completely unreasonable, though we have also seen far lower numbers around $12 and less. Using those numbers, ITV probably lost about $1 million, which is still quite [...]

  9. Nobody is Making Money Online from Susan Boyle Video (Yet) | GroupHelp.NET – Easy everything! Thursday, April 23, 2009

    [...] about $20 to $35 per 1000 viewers, which is not completely unreasonable, though we have also seen far lower numbers around $12 and less. Using those numbers, ITV probably lost about $1 million, which is still quite [...]

  10. Nobody is Making Money Online from Susan Boyle Video (Yet) Thursday, April 23, 2009

    [...] about $20 to $35 per 1000 viewers, which is not completely unreasonable, though we have also seen far lower numbers around $12 and less. Using those numbers, ITV probably lost about $1 million, which is still quite [...]

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