Tag: cheap CPM

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  Banner advertising in short videos: how to get CPM cheaper than 50 rubles?

  Forget about bloggers and multi-million budgets! A new player is entering the market, promising mass reach for pennies. The startup Telly, which gives away free smart TVs in exchange for data and ad display, is opening up programmatic banner placement on its home screens. This is real math for those looking for banner advertising in short videos and other short video formats.

  In a world where every click and view costs more and more, finding an effective yet budget-friendly channel for promotion becomes a real challenge. But what if there’s a way to get huge reach for pennies, using an innovative approach to advertising? Introducing Telly – a startup that could change your perception of advertising campaign costs and offer CPM cheaper than 50 rubles.

  A New Era of Overlay Advertising: Banners on the Second Screen

  Telly’s uniqueness lies in its dual-screen TVs. Below the main display, where the user watches content, there is an additional, narrower screen. This is where a constant stream of news and, most importantly for us, programmatic video banners are broadcast. This is an undisguised banner that is always in view.

  • Technology: Telly uses Magnite’s SpringServe ad server.
  • Demand sources: The Trade Desk, Teads, and other major platforms.
  • Advantage: The banner is constantly displayed without interrupting the main content.

  Why is this important for an arbitrageur?

  Mike Sheehan, Telly’s Chief Revenue Officer and former CEO of SpotX, emphasizes: for home screens to become an effective advertising channel, they need scale. And programmatic placement is precisely what provides this scale, allowing you to buy reach without creating a video.

  Industry Standards and Deep Targeting

  Telly actively collaborates with IAB Tech Lab to create standardized specifications for advertising on home screens. This will unify the process and attract more investment in this segment.

  Data is Everything: Precise Targeting of the Audience

  When a user receives a Telly TV, they fill out an extensive questionnaire. This questionnaire includes data on household income, number of residents, brand preferences, insurance companies, and even car makes. Sheehan notes:

  “The questionnaire goes very deep into demographics, lifestyle, and brand loyalty.”

  Combined with ACR (Automatic Content Recognition) data, which shows exactly what the user is watching, this provides unprecedented targeting.

  Imagine being able to show insurance ads only to households actively looking for new insurance. This is not just crypto project advertising or mobile app promotion, it’s a native banner in Shorts that hits the target precisely. Hypothesis testing for 1000 rubles becomes a reality when you know who you’re showing ads to.

  Long Banners: A New Format for Engagement

  In addition to standard programmatic banners, Telly offers longer ad placements – up to five minutes – through private marketplace (PMP) deals with Magnite. Sheehan claims that this duration, combined with the non-intrusive nature of the placement, significantly increases engagement.

  For example, one streaming service (name undisclosed) achieved five times more app opens using a five-minute banner compared to a two-minute one. Mike Trion, Head of CTV and Video Strategy at PMG, confirms the effectiveness:

  
  

  “The home screen has always been a powerful entry point for engaging viewers. Telly extends this opportunity by providing brands with a persistent presence that drives engagement.”

  This opens new horizons for brand integration without filming and banners for infobusiness, where not only reach but also depth of interaction is important.

  Conclusions and Call to Action

  Telly offers a unique opportunity for arbitrageurs and marketers to get cheap reach and mass reach for pennies. The ability to auto-place on hundreds of videos (or rather, on hundreds of thousands of home screens) with deep targeting and low CPM is exactly what’s needed in 2024.

  If you are looking for a way to place a banner in TikTok, advertise in Reels, or banner in YouTube Shorts, but are tired of high prices and opacity, then Telly could be your goldmine. Don’t pay an influencer when there are transparent statistics and the ability to order banner advertising at real prices.

  It’s time to rethink your strategy and try this channel. Stay tuned for updates, look for PMP deal opportunities, and test hypotheses. These pennies for a million can bring you real profit.

  Frequently Asked Questions

  What is Telly and how is it related to banner advertising?

  Telly is a startup that distributes smart TVs for free. The unique feature of these TVs is a second screen that constantly displays advertisements, including programmatic banners. This allows brands to place banner advertising in video formats without creating the video content itself.

  What CPM can be expected from advertising on Telly?

  While exact CPM figures have not yet been disclosed, Telly’s approach to mass free device distribution and programmatic placement suggests the potential for extremely low CPM, possibly CPM cheaper than 50 rubles, making it an attractive alternative to traditional advertising platforms.

  Is it possible to place ads without creating a video?

  Yes, this is one of Telly’s key advantages. You can buy reach without creating a video, using static or animated banners that appear on the TV’s secondary screen. This is an ideal option for a banner without filming.

  How accurate is the targeting offered by Telly?

  Telly collects extensive user data through detailed questionnaires upon registration, and also uses ACR (automatic content recognition) data. This allows for deep targeting by demographics, interests, behavior, and even brand loyalty, making a banner for infobusiness and other niches as effective as possible.

  How to start advertising on Telly?

  To start collaborating with Telly, you need to work with their programmatic placement partners, such as Magnite, The Trade Desk, or Teads. It is recommended to contact representatives of these platforms for detailed information on how to order banner advertising on Telly.

  13.09.2026

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  Best Channels for Cheap CPM in Brand Awareness Campaigns

  Looking for the cheapest CPM for a large-scale brand awareness campaign in 2026? We’ve compiled a rating of channels where you can buy thousands of impressions at a minimal price without losing audience quality. From banners on short videos to niche podcasts — we break down where you can really save money and where a low price results in empty numbers.

  Channels with cheap CPM are advertising surfaces where a company can buy a thousand impressions at a low price while maintaining acceptable audience quality. In 2026, one of the cheapest options is banners on short videos. In the CIS, the price can be around $0.03–$0.10 per thousand impressions, or roughly $35–$100 per million impressions.

  The lowest price alone does not guarantee a good result. For a brand awareness campaign, it’s important that impressions are real, videos are not duplicated, suspicious publications are filtered out, and the company receives a clear report.

  According to ARIR and Data Insight, interactive advertising has become the main market driver: study participants predicted its share in companies’ advertising spending at 56% in 2025, and also noted growing interest in new formats, algorithmic purchasing, advertising with creators, and video advertising.

  Rating Methodology

  The channels below are ranked based on three criteria:

  Criterion	What It Means
  Price	Cost per thousand and million impressions
  Scale	Whether large reach can be purchased quickly
  Quality Control	Whether there is protection against fraud, duplicates, and inappropriate context

  Important: the prices below are working benchmarks, not a universal price list. The final cost depends on the country, topic, language, placement requirements, budget size, and verification quality.

  Channel #1. Banners on Short Videos

  Banners on short videos are the strongest channel for cheap mass reach. The format is simple: a banner with the company’s message is placed on a large number of short videos.

  For the CIS, a working benchmark is approximately $0.03–$0.10 per thousand impressions, or $35–$100 per million impressions. A more common range for regular campaigns is $35–$60/70 per million impressions. For the US, the price is higher: roughly $200–$500 per million impressions.

  Where the Format Works Best

  • movie and TV show clips;
  • short facts;
  • memes;
  • educational videos;
  • entertainment compilations;
  • explainer videos;
  • light content for quick viewing.

  Why the Price Is Low

  • no need to shoot a video;
  • one banner is used multiple times;
• placement is done across multiple publications;
• topics can be changed quickly;
• tests can be launched with a small budget;
• there is no need to pay each author separately.

The main condition is quality control. At iBV, publications are automatically scanned, the system identifies suspicious behavior patterns, blocks suspicious videos, and helps avoid paying for inflated views. Without such verification, a cheap CPM can be a nice but useless number.

For gaming companies, the price is usually about 30% higher because more control is needed: age restrictions, exclusion of controversial topics, environment verification, and risk reduction for the advertiser.

Channel #2. Inexpensive Internet TV

Internet TV is advertising in video services and apps where people watch content on a TV, phone, or computer. The cheap tier is usually not in the most premium shows or major sports, but in a broader video catalog, niche apps, and less expensive packages.

Pros

• similar to television in perception;
• the large screen increases visibility;
• frequency can be controlled;
• can be purchased more flexibly than classic TV;
• suitable for companies that need “video weight” but don’t want to pay for a full TV plan.

Cons

• more expensive than banners on short videos;
• a video version of the ad is required;
• reporting is not always transparent enough;
• the quality of placements needs to be checked separately.

IAB’s 2025 report noted growing expectations for connected TV: buyers expected 47% of such ad inventory to be available for more flexible purchasing, and 74% had already created or planned to create internal teams to work with this channel.

Channel #3. In-Game Advertising

In-game advertising can be a cheap and powerful channel, especially for a young audience. It comes in different forms: video ads for rewards, in-game interface placements, images within the game world, and sponsored placements.

Pros

• high engagement;
• young audience;
• lots of mobile traffic;
• a good option for gaming and entertainment companies;
• undervalued placements can be found.

Cons

• not every company fits the gaming environment;
• higher risk of user irritation;
• careful presentation is required;
• for gaming companies, the price may be higher and verification stricter.

In-game advertising is good when a company wants to reach a young audience but doesn’t want to be completely dependent on social networks.

Channel #4. Podcasts and Inexpensive Author Shows

Podcasts rarely offer the cheapest CPM in absolute terms, but they can be profitable due to trust. This is especially true if you choose not the most expensive hosts, but medium and small shows with a clear audience.

Pros

• trust in the host;
• clear topic;
• good engagement;
• can choose a niche;
• suitable for complex products.

Cons

• reach is smaller than short videos;
• not always an accurate estimate of views or listens;
• no visual contact if it is audio only;
• harder to scale quickly.

Podcasts are best used not as the cheapest mass channel, but as an addition to reach: for trust, explanation, and reinforcing the message.

Channel #5. Digital Out-of-Home Advertising

Digital out-of-home advertising is screens in the city, shopping malls, transport, on streets, and in buildings. It does not always provide the cheapest CPM, but works well for local awareness.

Pros

• physical presence;
• visible in the city;
• suitable for stores, events, restaurants, services;
• perceived as serious;
• can be launched by city and district.

Cons

• harder to measure exact contact;
• price is higher than short video banners;
• cannot quickly verify each user impression;
• message must be very short.

Digital out-of-home advertising is suitable when it is important for a company to be seen in a specific city or district.

Channel #6. Niche Video Apps

These are video apps and small video services where ads are shown on thematic content. Such a channel can be cheaper than large video platforms because competition is lower.

Pros

• can find inexpensive video traffic;
• audience is often thematic;
• suitable for testing;
• sometimes provides good reach on a large screen.

Cons

• need to check the list of apps;
• possible duplicates and questionable impressions;
• audience is not always clear;
• requires strong reporting on placements.

This channel is best used only where there is transparency: list of platforms, quality checks, impression reports, and the ability to exclude unsuitable apps.

Channel #7. Paid Social Media Advertising

Paid social media advertising remains an important channel for awareness. It is not always the cheapest, but it is convenient for launching, testing materials, and quick comparison.

Pros

• quick launch;
• clear dashboards;

wide reach;

ability to test different messages;

familiar reporting.

Cons

• price increases with narrow targeting;
• high competition;
• banners and videos quickly become annoying;
• some reporting remains within the platform;
• not always convenient to compare with other channels.

Social networks are good to use as a control point. If short video banners provide cheaper reach with normal quality checks, they can be scaled. If social networks give a better response at a higher price, they remain in the plan.

How to Build a Channel Mix

For a low-cost awareness campaign, you can use the following structure:

Budget Share	Channel	Objective
50–60%	Short video banners	The cheapest mass reach
15–20%	Paid social media advertising	Message testing and comparison
10–15%	Low-cost internet TV	Video weight and big screen
5–10%	Podcasts or branded shows	Trust and explanation
5–10%	Verification and reporting	Quality control and insights

If the budget is small, you can start with just short video banners and social networks. For the first test of banners, a budget of at least $500 is enough to check price, reach, engagement, dynamics, and report quality.

FAQ

What is the cheapest CPM in 2026? For short video banners in the CIS, a working benchmark can be around $0.03–0.10 per thousand impressions. In terms of one million impressions, this is approximately $35–100, with a common range of $35–60/70 depending on the brief. For the US, the price of banner advertising on short videos is usually higher: $200–500 per million impressions.

Is the cheapest CPM always the best option? No. The lowest price is only good with normal verification. You need to filter out duplicate videos, suspicious publications, and bot traffic. Without this, a cheap CPM may mean not cheap reach, but poor quality.

Why do gaming companies pay more? For gaming companies, the price is often about 30% higher because the category has more risks: age restrictions, sensitivity to context, controversial genres, potential advertiser restrictions, and the need for stricter publication verification.

What type of content is best for placing banners? Most often, short videos for easy consumption are suitable: movie and TV clips, educational facts, memes, educational videos, explainer videos, and entertainment compilations. Such content provides large volume and is well suited for cheap reach.

Ready to launch a campaign with minimal CPM? Start by testing banners on short videos — this is the fastest and most budget-friendly way to test a hypothesis. And if you need help with setup and quality control, reach out to the professionals.