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What does CPM mean?

CPM is the standard way to measure advertising cost on Blip — and understanding it helps you evaluate how far your budget is really going.

What is CPM?

CPM stands for Cost Per Mille — "mille" being Latin for one thousand. Simply put, it tells you how much you're paying for every 1,000 impressions your ad receives. It's a useful metric for understanding how impactful your advertising dollars are.

The Formula
CPM = (Total Spend ÷ Total Impressions) × 1,000
Example: $50 spent → 5,000 impressions
CPM = ($50 ÷ 5,000) × 1,000 = $10 CPM 
In Plain Terms

A $10 CPM means you're paying $10 for every 1,000 times your ad is seen on a billboard — roughly one cent per individual viewer.

What is an impression?

Each time your ad displays on a billboard, people are passing by. An impression is a measurement of how many people are estimated to see your ad each time it plays. These estimates are based on independent traffic data and vary based on the location's traffic patterns and time of day.

Off-peak times — like late nights or early mornings — will generally deliver fewer impressions, but at a lower cost per display. Busier times bring more impressions, and typically a higher cost.

Why CPM matters

The number of people that see your ad can vary. The cost of each individual display can also vary. Looking at just one or the other can be misleading — CPM ties them together into a single, comparable number.

ScenariosforHelpCenter

Scenario A costs more per display, but reaches far more people — making it the better value. CPM makes this clear at a glance. It's also a reliable way to compare performance across multiple billboards you're running, or to benchmark Blip against other advertising channels you're using.

What affects your CPM on Blip?

The cost of advertising with Blip can vary based on a few factors:

📍Location
High-traffic areas like city centers or busy intersections attract more viewers per display — and typically carry a higher CPM than lower-traffic locations.

🕐 Time of day
Rush hours and peak commute times deliver more impressions per play. Off-peak hours cost less per display but reach fewer people.

📈 Demand
When more advertisers compete for the same billboard slots in an area, prices rise. CPM reflects the real-time market demand for each screen.

Frequently Asked Questions

Is a lower CPM always better?
Not necessarily. A lower CPM means you're paying less per 1,000 impressions, but those impressions might be in a lower-traffic location or at a less valuable time of day. The best CPM balances cost with the quality and size of the audience you're reaching.
 
How can I use CPM to compare billboards?
CPM is a standardized metric, which makes it perfect for comparison. You can look at the CPM across different billboards in your campaign to see which screens are delivering the most audience for your spend — and adjust your budget accordingly.
 
How does CPM relate to my total campaign budget?
Your budget and CPM together determine your total reach. The lower your CPM, the more impressions your budget can buy. Location, time of day, and demand all influence what CPM is achievable in a given market.
 
Where can I see my CPM in Blip?
Your campaign's CPM is available in your reporting dashboard. It reflects your blended average across all impressions delivered so far and updates as your campaign runs.