CPM: Lower isn’t always better
CPMs can vary widely from one channel to another because each placement offers a different combination of reach, targeting precision, inventory availability, competitive demand, ad format, and seasonality. A highly targeted digital campaign may cost more per thousand impressions than a broad TV placement, but that higher cost may be worthwhile if the campaign reaches a more relevant audience and drives stronger outcomes. Minimizing audience waste can be key to some campaigns, while reaching the most people possible may be the goal, in which case, efficiency is key.
CPC: Useful, but not the whole story
CPC is a helpful way to understand engagement and cost efficiency, especially when a campaign is designed to drive traffic. However, it should not be treated as the only measure of success. A low CPC may look efficient on the surface, but it does not necessarily mean the campaign is generating conversions, qualified leads, or meaningful value to the campaign goals. In addition, different verticals within a channel may have different expected costs and benchmarks, i.e. financial services is a highly competitive vertical. To get a fuller picture, CPC should be evaluated alongside conversion data, lead quality, and overall return on investment.
Traditional Media: Fitting into modern measurement
Traditional media is not usually measured with the same user-level precision as digital media, but it has become much more measurable over time. Metrics such as Impressions and CPMs still provide useful insight of reach and efficiency, but richer audience data and stronger attribution tools now make it easier to understand how traditional channels contribute to lower funnel performance. Traditional media can also be partnered with direct response tactics to help track success. For example, clickable digital ads can be used to retarget viewers of Linear TV and OTT spots, and to geotarget Out of Home units.
In Summary
The key is to avoid judging each channel solely in their own level of the media funnel. When metrics are interpreted as part of a broader story, they become more than numbers—they become signals that help guide better media decisions. Cross-channel reporting helps connect offline and online performance, giving advertisers a more complete view of how traditional and digital media work together to deliver a campaign with meaningful outcomes.