When someone quotes you a CTV CPM of $40, that’s not your total cost. A $50K “media budget” becomes $65K when you add fees, tracking, and search protection. Understanding all costs prevents the budget surprises that kill campaigns prematurely.
The Full Cost Picture
Media Spend
What you pay for impressions:
- CPM: $35-50 for quality inventory
- This is the number most discussed
- But it’s 70-85% of total program cost
Everything Else
The remaining 15-30%:
- Creative production
- Platform/technology fees
- Management fees
- Tracking and attribution
- Landing pages and conversion infrastructure
- Creative refresh
Cost Category Breakdown
1. Creative Production
Initial production:
| Level | Cost | What You Get |
|---|---|---|
| Basic | $8,000-15,000 | Simple spot, limited production |
| Professional | $15,000-30,000 | Quality production, 30s + 15s |
| Premium | $30,000-50,000 | High production, multiple versions |
Ongoing creative costs:
- Minor refresh (end cards): $2,000-5,000 every 6 months
- Moderate refresh: $5,000-12,000 annually
- Major refresh/new concept: $15,000-35,000 every 18-24 months
First-year estimate: $20,000-40,000 Annual ongoing: $10,000-25,000
2. Platform/Technology Fees
Most CTV platforms charge for technology:
- Typically 5-10% of media spend
- May be bundled in CPM or separate
- Some platforms have minimums
Example:
- $50K monthly media
- 8% platform fee
- $4,000/month additional
Annual estimate: 5-10% of media spend
3. Management Fees
If using managed service (vs. self-serve):
- Typically 10-20% of media spend
- May be flat fee instead
- Higher touch = higher fee
Example:
- $50K monthly media
- 15% management fee
- $7,500/month additional
Annual estimate: 10-20% of media spend
4. Tracking and Attribution
Call tracking:
- $200-500/month
- Essential for law firms
- Multiple tracking numbers
Attribution platforms:
- Sometimes included in CTV platform
- Dedicated platforms: $500-2,000/month
- CRM integration: variable
Annual estimate: $3,000-10,000
5. Landing Page Optimization
Initial development:
- Dedicated CTV landing pages: $2,000-10,000
- Conversion optimization: $2,000-5,000
Ongoing:
- A/B testing
- Maintenance
- Updates
First-year estimate: $4,000-15,000 Annual ongoing: $2,000-5,000
6. Search Protection
CTV without branded search protection leaks value:
- Branded search campaigns: 5-10% of CTV budget
- Essential, not optional
Annual estimate: 5-10% of CTV media spend
Total Program Cost Examples
Small Market Program
| Category | Monthly | Annual |
|---|---|---|
| Media spend | $20,000 | $240,000 |
| Platform fees (8%) | $1,600 | $19,200 |
| Management (15%) | $3,000 | $36,000 |
| Creative (first year) | $2,500* | $30,000 |
| Tracking | $300 | $3,600 |
| Landing pages | $500* | $6,000 |
| Branded search | $2,000 | $24,000 |
| Total | ~$30,000 | ~$359,000 |
*Amortized from upfront investment
Media as % of total: 67%
Mid-Market Program
| Category | Monthly | Annual |
|---|---|---|
| Media spend | $50,000 | $600,000 |
| Platform fees (7%) | $3,500 | $42,000 |
| Management (12%) | $6,000 | $72,000 |
| Creative (first year) | $3,000* | $36,000 |
| Tracking | $400 | $4,800 |
| Landing pages | $600* | $7,200 |
| Branded search | $5,000 | $60,000 |
| Total | ~$68,500 | ~$822,000 |
Media as % of total: 73%
Major Market Program
| Category | Monthly | Annual |
|---|---|---|
| Media spend | $100,000 | $1,200,000 |
| Platform fees (6%) | $6,000 | $72,000 |
| Management (10%) | $10,000 | $120,000 |
| Creative (first year) | $4,000* | $48,000 |
| Tracking | $500 | $6,000 |
| Landing pages | $750* | $9,000 |
| Branded search | $10,000 | $120,000 |
| Total | ~$131,250 | ~$1,575,000 |
Media as % of total: 76%
Costs That Catch People Off Guard
❌ Common Budget Surprises
- − Creative refresh: 'We made a commercial, we're done' (creative fatigues every 6-12 months)
- − Branded search: 'CTV is our TV budget, search is separate' (75% of viewers search after seeing TV)
- − Integration costs: 'We'll figure out tracking later' (pixel, call tracking, CRM, attribution needed upfront)
- − Optimization time: 'Set it and forget it' (CTV requires 10-15 hours/week if self-serve)
Campaigns with 3+ variations perform 32% better. Budget 10-15% of annual media for creative.
Reducing Hidden Costs
Bundled Services
Some partners include:
- Platform + management together
- Creative production included
- Attribution included
Bundled pricing can reduce total cost.
Scale Efficiencies
Larger programs:
- Lower percentage fees
- Better CPM rates
- Creative amortizes across more impressions
Multi-Year Agreements
Commitments may unlock:
- Reduced management fees
- Locked-in rates
- Creative production credits
Efficient Creative
Production savings:
- Multiple versions in single shoot
- Plan for refresh at initial production
- Efficient production partners
Questions to Ask Vendors
- “What’s included in your quoted CPM?”
- “What additional fees will I pay?”
- “Is creative production included?”
- “What tracking is provided vs. additional?”
- “What’s the all-in monthly cost at my budget level?”
Get total program cost, not just media cost.
For complete cost breakdown, see How Much Does CTV Cost.
References
- IAB & Innovid. (2022). CTV takes center stage. https://www.iab.com/wp-content/uploads/2022/05/Innovid_CTV-Takes-Center-Stage.pdf
- MNTN Research. (2025). Second screen use by TV viewers. https://research.mountain.com/insights/an-exploration-of-second-screen-use-by-tv-viewers/