The cost per thousand (CPM) views of broadcasters' video-on-demand platforms is 20% less than YouTube and five of the CPM of Facebook , according to a study commissioned by Channel 4 and carried out by Cog Research and neuroscientist Dr Jonathan Allan at Durham University . "It’s particularly timely as Google and Facebook face further calls to take responsibility for brand safety and viewing measurement and should give advertisers and agencies much to consider as they evaluate their marketing mix and media investment decisions," he added. It found engagement on broadcasters' VOD platforms was 3.5 times higher than on YouTube , while completed advertising views were 62% lower on YouTube and a third times lower on Channel 4 than on All 4 .
The cost per thousand (CPM) views of broadcasters' video-on-demand platforms is 20% less than YouTube and five of the CPM of Facebook , according to a study commissioned by Channel 4 and carried out by Cog Research and neuroscientist Dr Jonathan Allan at Durham University . It found engagement on broadcasters' VOD platforms was 3.5 times higher than on YouTube , while completed advertising views were 62% lower on YouTube and a third times lower on Channel 4 than on All 4 .