Attention! Updated Spot Radio and TV Cost-Per-Point estimates are now available in SRDS.com.

Most broadcast media buyers understand that an indispensable method for measuring cost-efficiencies is by cost-per-point. CPP is the cost, per 1% of an indicated audience, of buying ad space in a given media vehicle. This data provides buyers with what a CPP should be in the upcoming quarter, by market, by daypart.

As a reminder, Radio and TV/Cable database subscribers can find the SQAD information as follows:

SQAD Spot Radio Cost-Per-Point Estimates

This data can be found under the Radio Search.

TV Household Cost-per-Point Levels

This data can be found under the TV & Cable Search.

Log in now to view the data or if you don’t currently have access to these databases, let us know.

If you're looking for SQAD radio data in SRDS.com, first select the Radio Media database in the left sidebar. Then look for the link to SQAD Spot Radio Cost-per-Point Estimates in the middle of the main screen. Click that link, find your market and off you go!

The division between agencies and vendors is increasingly blurry in today’s digital advertising world. From “traditional” ad networks to retargeting platforms to RTB marketplaces, it can be challenging to pinpoint what a vendor specifically offers and if they’re a good fit for your brand. 

Kantar Media SRDS strives to help you understand the U.S. ad network and exchange ecosystem. The following Q&A is based on a candid conversation we had with Robin Simkins, General Manager of Zenya, a search retargeting company. 

Kantar Media SRDS: What does Zenya do?

Simkins: Zenya is a search retargeting company that allows advertisers to retarget display ads to consumers across the web, based on their unique search history. The database maintains more than 1 billion categorized keywords in over 415,000 categories used for retargeting purposes. Zenya reaches about 600 million user profiles (active Internet users that are tracked by their browsers) and I estimate that we see the average browser about 2,500 times per month. Further, Zenya accesses 400 billion impressions and more than 8 billion unique search events per month.

Kantar Media SRDS: Who does Zenya partner with to actually serve ads?

Simkins: Zenya partners with 14 different exchanges, including our own private exchange, which has first-right access to info.com. The partner exchanges include Google, AppNexus, Facebook Exchange, Microsoft Advertising Exchange, Admeld, Casale Media, RightMedia, OpenX, PubMatic, PulsePoint, Lijit, Rubicon Project, AudienceScience and Undertone.

Kantar Media SRDS: How did Zenya start?

Simkins: Zenya is wholly owned by Info.com, a meta search engine founded in 1999 by CEO Stephen Scarr. Info.com was launched to categorize the commercial Internet, which eventually led to the launch of Zenya, in order to use those categorized keywords for retargeting purposes.

Kantar Media SRDS: How is Zenya different from its competitors?

Simkins: Zenya's main differentiator is that we specialize in search keywords, intent and history, and that our search retargeting efforts are not exclusively cookie-reliant. Because of this, and because we store 30-day rolling histories of a browser's search activity, we have a larger pool than cookie-reliant DSPs and its gets around the problem of blocked or cleared cookies.

Zenya offers quick campaign ramp-ups since we are building off of pre-existing categorized keyword database. This database enables us to win the very next impression compared to competitors who may have to wait two weeks to get enough information for a particular cookie pool. That doesn’t mean that we don’t use cookies at all, however. Though we’re not reliant on cookies for retargeting, we use them for verification purposes.

Zenya is the largest categorized database of keywords available on the market. We have a greater scope to reach customers on related terms that no other provider can match. Our approach is critical for optimization because the client will quickly discover what is and isn’t working in the campaign on a keyword level.

Zenya uses a team of subject matter experts as well as a proprietary algorithm to categorize our keywords. We’re committed to accuracy and maintenance within the keyword tree. A doctor presides over the health keyword tree, a lawyer over law/legal and library scientists maintain the taxonomy.

Brand safety is also extremely important to Zenya. We offer clients full brand safety compliance with our complement exchange content policies. Every impression served is family-friendly, and we have an ever growing blacklist of inappropriate pages and domains applied to all campaigns. We commit to a 100% transparent domain and exchange list.

As a whole, scale and efficiency are the two hallmarks of Zenya’s turnkey process. We cover the entire implementation process in-house and our team will put a pixel on the client’s site as soon as the creative is ready. Our execution, continuous optimization and beautiful reporting make Zenya stand out.

Kantar Media SRDS: When in a buyer’s needs cycle is Zenya relevant?

Simkins: Any media buyer or planner interested in digital advertising or search should reach out to Zenya at the beginning of their planning process. If search is an “always-on” channel for you, we suggest adding retargeting because it can make your campaigns more effective. Conversely, if you employ flighted search campaigns, those that run for short, specific periods of time and may be related to a niche product or something seasonal, we encourage you to turn on the campaign about six weeks ahead of time and reach out to Zenya then as well. 

Kantar Media SRDS: Can you share an example of a successful client case study?  

Simkins: A brand in the security industry needed to drive leads and boost sales of its retail products and services. The client needed campaigns to target the unique needs of customers and supply an experience that matched their search intent. Using Zenya, the client gained focused campaigns for its products and services without sacrificing scale.

Zenya accessed 50,000+ relevant keywords to power the campaigns, connecting them with 8 billion available impressions every day. We optimized, isolating and promoting the individual keywords, driving efficient returns and removing underperformers. Finally, we reported on the results, giving insight into the most effective keywords, creative and landing pages for conversions. The Cost Per Lead was 95% lower than client’s benchmark and the Click Through Rate was 700% higher than client requirements.

Kantar Media SRDS: Who can SRDS.com users contact with questions?

Simkins: Please contact Sean Cahill with any questions at 312-477-7332 or scahill@zenya.com.

*Editor’s note: At the time this post was written, Zenya was a paid advertiser in the SRDS.com multimedia planning platform.

Kantar Media SRDS strives to help you demystify the U.S. ad network and exchange ecosystem. The following Q&A is based on a conversation we had with Lauren DeSalvo, Product Marketing Manager & Public Relations of SteelHouse, an ad technology company with a cloud-based marketing platform. Lauren details what SteelHouse offers its clients and how the company differentiates itself from competitors.

Kantar Media SRDS: What does SteelHouse do?

DeSalvo: SteelHouse is an ad-tech company that works with brands, agencies and marketers through a cloud-based marketing platform. We reach more than 170 million consumers a month. SteelHouse specializes in consistently keeping advertisers’ messages in front of their audience no matter where they are online. Our marketing solutions, A2 Rich Media Ads, Real Time Offers™ and Retargeting, enable companies to drive high engagement in their ads, on and off their sites, based on consumers’ real-time behaviors.

A2 is our ad creation platform. Real Time Offers are branded, customizable messaging campaigns that deliver targeted offers to specific consumers, while they’re on an advertiser’s site. Our Retargeting solution allows advertisers to direct consumers’ buying behavior in real-time, regardless of where they are on the web.

We recently launched Slingshot, our retargeting technology combined with Real Time Offers. With Slingshot, we track users that view an advertiser's digital ads, and then if the user visits the advertiser's website within one hour, we show that user product offers on the site that correlate with the ad the user viewed.

Kantar Media SRDS: How is SteelHouse different from its competitors?

DeSalvo: Our retargeting solution, Slingshot, is a top differentiator because it enables advertisers to offer consistent messaging to their audience everywhere on the Internet. Slingshot pairs two campaigns (such as offsite Retargeting with onsite Real Time Offers) so shoppers see consistent messaging whether they are on or offsite. This leads to higher conversion rates and overall higher revenue per visitor. We are able to track peoples' movements across the web using unique identifiers. Tracking from device to device is known as multi-screen targeting, an area many companies are trying to figure out. We have our own proprietary technology in development.

Our creative platform, A2 Rich Media Ads, is another key differentiator. With A2, we can eliminate 95% of the cost and time associated with launching and executing ad campaigns. Our design team takes a brand's existing creative and builds IAB-compliant rich media ads enhanced with special effects like dynamic 3D carousels, countdown timers, video, and more – without the use of Flash. They also come with a smart pixel so advertisers can serve up creative of the most popular products or customized recommendations based on consumers’ behaviors.

Kantar Media SRDS: When in a buyer’s needs cycle is SteelHouse relevant?

DeSalvo: Ideally, we would be contacted when a marketing team is planning and creating their marketing calendar. However, because of the expedited launch cycle we can provide, we’ve also been used as a last-minute boost to supplement existing activities that may not be performing well.

Kantar Media SRDS: How did SteelHouse start?

DeSalvo: SteelHouse was launched in 2010 by former executives from companies such as eHarmony and Rubicon Project. We currently have about 80 employees located in Culver City, California.

Kantar Media SRDS: What is SteelHouse’s pricing structure?

DeSalvo: Our prices are based on volume, specifically, CPM based on volume of messaging in front of a consumer. We don't charge for creative.

Kantar Media SRDS: What is SteelHouse’s relationship with publishers and exchanges?

DeSalvo: Our ads are served through exchanges like Google Ad Exchange, OpenX, Rubicon and AppNexus, to list a few.

Kantar Media SRDS: Can you share an example of a successful client case study?  

DeSalvo: Creative Labs, Inc., a leader in digital entertainment products, wanted to drive site traffic, shorten the purchase cycle and increase online sales. The company turned to SteelHouse for its data-driven integrated marketing platform that would enable Creative Labs to deliver revenue-driving marketing campaigns during the holidays.

Using Slingshot, SteelHouse created two separate holiday campaigns for Creative.com — a promotional Black Friday offer and a non-promotional holiday message campaign. Both campaigns were distributed via retargeting ads and mirrored with a Real Time Offer. By using multiple channels to reinforce their marketing campaigns, Creative Labs saw a 27% increase in average order values and a 332% lift in overall revenue per visitor on their holiday campaign. The campaign yielded an 87% lift in conversion, while the Black Friday promotion resulted in a 158% lift in conversion — a 245% total lift in conversion for the holiday sales period.

Kantar Media SRDS: Who can SRDS.com users contact with questions?

DeSalvo: Please contact Chris Chen, Director, Sales, at 310.895.2112 or chen@steelhouse.com.

Cost per Thousand or CPM is a calculation used by advertising and marketing professionals to compare media based on two variables: audience and cost. It allows advertisers to determine how well a campaign may do using one media channel versus another. The lowest cost per thousand medium is the most efficient, all other variables being equal. Oftentimes the media with the lowest cost per thousand are selected, but not always.

CPM may be computed for a print ad, a digital campaign or broadcast time, and the audience base may be either circulation, homes reached, impressions, readers, or number of audience members of any kind of demographic or product-usage classification.

In the last decade, CPM has become one of the most common online advertising terms used for pricing ads. For digital purposes, CPM is often used to determine the cost for 1,000 impressions/views of an advertisement.

Publishers and media properties use CPM to measure revenue made per 1,000 impressions of the ad.

Click here to view or CPM calculators.