2025 CPMs by Channel: What CTV, DOOH, and Audio Really Cost

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If you asked most marketers to rank channels by cost and performance, the answers would sound familiar:

• “CTV is too expensive.”
• “DOOH is just for awareness.”
• “Audio doesn’t drive performance.”

Our 2025 Programmatic Benchmark Report tells a different story

Connected TV: Premium, but performing‍

With an average CPM of $20.98, CTV still carries a higher price tag. But paired with companion banners and interactive formats, it delivers cost-per-click efficiency competitive with traditional digital.
👉 Translation: CTV isn’t just brand spend — it’s measurable, and it’s earning its keep.

Audio: The cost-efficiency leader‍

At just $7.90 CPM, Audio is one of the lowest-cost entry points in 2025. And when you add click-based formats (podcast companions, streaming audio banners), it delivers CPCs barely over $1.
👉 Translation: Audio isn’t a “nice to have.” For performance marketers, it’s a budget multiplier.

DOOH: From branding to measurable impact‍

With an $11.07 CPM, DOOH undercuts CTV while providing local reach at scale. Once considered purely awareness-driven, DOOH campaigns are now trackable through device IDs and attribution models, proving real efficiency.
👉 Translation: If you’re scaling across regions — retail, franchises, multi-location brands — DOOH belongs in your mix.

Bonus Insights from the Report

• Device wins: Console inventory surprised with some of the lowest CPCs of any device type — a quiet efficiency play.
• Audience strategy:  Efficiency gains were most evident when advertisers leaned into custom audiences and remarketing.
• Creative formats: Standard banners still drive the most consistent performance, but video units (especially in CTV/OV) punch above their cost in downstream engagement.

The takeaway for 2025
Marketers can’t afford to buy media on assumptions anymore. The data shows:

• CTV = measurable premium reach.
• Audio = unmatched efficiency.
• DOOH = scalable, trackable local impact.

👉 Want the full channel-by-channel breakdown? Download the 2025 Benchmark Report