Silence media presentation

Cost per engagement

“Cost per engagement is relevant for music companies because we have

diminishing marketing budgets. If you are advertising a band then it makes sense to only pay to reach their fans.”

Hannah Neaves, Senior Product Manager, Polydor UK

www.silence‐media.com

Sufjan Stevens



Industry reservations about video banner advertising

1. Creative too expensive and standards poor2. Separation of creative and media

3. Ad serving costs high4. CPM lacks accountability


Savings of over 50% compared with the CPM metric

1. Cost of engagement includes creative, ad serving, media planning, buying and evaluation

2. Shifting the risk to the network3. Abandoning reach for engagement.

4. Rule of engagement: entertaining, transparent, relevant and useful. 5. You’re not penalised for advertising that doesn’t work.

6. Free page impressions


16 banner ads across 8 countries


Viacom embrace CPE


CPE sells records


La Roux


Delphic


Justin Bieber


Alphabeat


The Big Pink


Julian Casablancas


Vampire Weekend


The Temper Trap


The Cribs


Vitalic


Gossip


Highlights of 2009 for Silence

• Over 40 campaigns

• 800 websites in our European and American network

• Procter and Gamble switch to CPE

• Silence covered across the trade press

• Midem and SXSW award

• Adweek predicts CPE will be Top 5 digital marketing trends of 2010


Lee Henshaw


lee@silence‐media.com

Tel +44 (0)7939 053130

Entertainment & Humor

Silence media presentation