Example of a digital campaign

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If we take a certain campaign with a 30-second video, to bring it all to weighted TRP, we will understand that a similar campaign on TV will cost 6,000,000 UAH. If we are talking about a digital campaign, then it will cost us 2,000,000 UAH. Accordingly, the savings on placement between digital and television will be about 4,000,000 UAH.

Of course, no one places 30-second videos. Everyone tries to go to shorter copies for optimization. In digital, it’s about the same story. If you use shorter copies, from a pragmatic point of view, your CPMs will drop, and the correlation will be about the same.

Your digital campaign to achieve the same effects will be 2-2.5 times cheaper with short videos than the same TV campaign.

Another example. If you look at the audiences that pharmaceutical brands work with, indonesia rcs data it becomes clear that this is the audience 25-44 or 25-54, or 25-65. But there may also be an older segment of the audience.

In one weighted TRP on TV, we will have approximately 49,335 / 68,825 / 93,488 contacts for this audience. In digital, in one weighted TRP, there will be slightly fewer contacts, simply because the coverage of the older audience is not the same.

Accordingly, the cost of one weighted TRP in Ukraine in 2021 is on average from 5,100 to 5,800 UAH, depending on the deal. Online, the average cost of 1,000 contacts will be approximately 55 UAH ($2).

If we compare the CPM of campaigns or translate all this into TRP, you will see the difference: for narrower young audiences, the cost of one weighted TRP in digital will be significantly lower than in TV. Only for a very wide audience with a large proportion of older people will the prices be approximately the same for both channels.