Back to Resources
Channel Comparisons
A detailed comparison of major advertising channels to help you make informed decisions about your media mix.
The euro figures below are broad illustrative planning bandsfor typical European buys. They are not extracted from Media Buyer's proprietary delivery data or a single publisher rate card. Actual CPMs and CPCs vary sharply by brief, geography, placement, targeting, inventory, currency, season, and negotiated deal terms. Treat these rows as directional only.
Social Media Advertising
+Pros
- Precise targeting options
- Engaging ad formats
- Real-time optimisation
- Cost-effective for awareness
-Cons
- Ad fatigue common
- Platform algorithm changes
- Privacy concerns affecting targeting
Best for: Brand awareness, engagement, and reaching specific demographics
Indicative CPM (€): €5–€15
Search Advertising (PPC)
+Pros
- High intent audience
- Measurable ROI
- Quick results
- Full control over spend
-Cons
- Competitive keywords expensive
- Requires ongoing optimisation
- Limited reach for new categories
Best for: Capturing demand, direct response, and bottom-funnel conversions
Benchmark CPM-style range (€): €20–€50
Search is usually bought on CPC; this band is an indicative planning shorthand.
Display Advertising
+Pros
- Wide reach
- Visual storytelling
- Retargeting capabilities
- Lower CPMs
-Cons
- Banner blindness
- Lower engagement rates
- Brand safety concerns
Best for: Brand awareness, retargeting, and reaching broad audiences
Indicative CPM (€): €2–€8
Connected TV (CTV)
+Pros
- Premium content environment
- Growing audience
- TV-like impact with digital targeting
- Non-skippable formats
-Cons
- Higher CPMs
- Fragmented ecosystem
- Limited interactivity
Best for: Brand building with engaged, cord-cutter audiences
Indicative CPM (€): €25–€45
Traditional TV
+Pros
- Mass reach
- High impact
- Brand credibility
- Proven effectiveness
-Cons
- Expensive
- Limited targeting
- Declining viewership
- Difficult to measure
Best for: Mass awareness campaigns and reaching older demographics
Indicative CPM (€): €15–€30
Podcast Advertising
+Pros
- Engaged listeners
- Host-read ads effective
- Growing medium
- Less ad clutter
-Cons
- Limited scale
- Measurement challenges
- Longer lead times
Best for: Reaching engaged niche audiences with authentic messaging
Indicative CPM (€): €18–€50
Need Help Choosing?
Our system can recommend the optimal channel mix for your specific business, audience, and budget.
Get Personalised Recommendations