Influencer Marketing Agency Blog by The Outloud Group
Engagement Settles in 90 Days. Views Take Months & Years.
Most sponsorship measurement stops at 90 days, but YouTube performance does not. Outloud Group data shows that views continue to accumulate long after traditional reporting windows close, changing how brands should evaluate CPM, reach efficiency, and long-term campaign value.
The Cheap CPM Assumption Fails At Scale
The default logic of creator buying says smaller channels deliver cheaper reach: lower rate cards, hungrier creators, better effective CPMs. Our data says the opposite.
Cheap Reach, Expensive Conversions
Where CPM and CPA part ways in 2,656 YouTube sponsorships -- and why a great CPM is not a conversion strategy. Why is CPM alone is a weak predictor of CPA and how can brands screen creators for reach and conversion?
Cheap Views Don’t Tell You Who Will Buy
If you judge creator partnerships on CPM alone, here is what you actually get: a clean number to compare and almost no evidence of what the campaign will produce.
Brad joined Dylan Conroy on The Ad Podcast at POSSIBLE Miami to explain why reach and business performance are not the same thing.
CPM Is a Price. Not a Performance Prediction.
If you buy creator inventory on CPM alone, here is what you actually get: the cheapest view -- not necessarily the cheapest customer. In Advertising Week, The Outloud Group CEO Brad Hoos breaks down one of creator marketing’s most persistent assumptions.
YEAR-OVER-YEAR CPM REVIEW
CPM is one of the fastest ways to gut-check creator rates, forecast budgets, and compare influencer marketing to other paid media channels. The problem? There is no such thing as a universal CPM.