2025 Video Advertising Cost Calculation Guide

Driven by the wave of digitization 🌊， Video advertising has become the core battlefield of brand marketing 🔥。
According to the White Paper on China's Digital Marketing Trends in 2024, the proportion of short video advertising budget has exceeded 60% 📈， Its high interactivity 💬、 Strong penetration force 📶 And precise reach ability 🎯， Make it a key tool for advertisers to compete for user attention!

However, how to scientifically plan the cost of video advertising placement 💰， Balancing budget and effectiveness ⚖️， It is a common challenge faced by every brand 💥。

Below, we will focus on target localization 🎯、 Cost breakdown 🧮 To Dynamic Optimization 🔄， Provide a systematic solution 📚。

1、 Clear goals and audience: the underlying logic of cost planning

1. Goal breakdown: from "pan investment" ➡️ To be precise

The core objectives of video advertising can be divided into three categories:

Brand exposure ☀️
➤ Focus on breadth of coverage, suitable for new product launches 📦 During industry summits;

User conversion 💰
➤ Focus on click through rate (CTR) and conversion rate (CVR), suitable for e-commerce promotions 🛍️ Or service promotion;

User Education 🧠
➤ Convey brand value through long video content, suitable for high-end consumer goods 💼 Or complex products 🔧。

2. Audience portrait: from "crowd tags" 📌 To 'Behavioral Path' 🗺️

Basic attribute: Age 👧👦、 gender 🚹🚺、 region 🌍 (For example, users in first and second tier cities are more likely to accept high priced products);

Behavioral data: User viewing duration ⏳、 Interactive frequency 👍、 search keywords 🔍 (For example, users searching for "light luxury bags" are more likely to be attracted by luxury goods advertisements);

Scenario based positioning: Commuting scenes are suitable for fast-paced advertising ⚡， Nighttime is suitable for emotional content ❤️。

2、 Platform and Form: Cost Differences 📊 Adaptation strategy 🛠️

1. Cost comparison of mainstream platforms

📱  Short video platform (Tiktok, Kwai)

CPM (cost per thousand exposures): 15-30 yuan (top traffic can reach over 50 yuan);

✅ Advantage: Users have an average daily usage time of over 120 minutes 📱， Suitable for integrating quality and efficiency;

⚠️ Attention: It is necessary to combine tools such as "DOU+" or "Magnetic Engine" for precise targeting.

☕  Social media (WeChat video account, Xiaohongshu)

CPM: 10-25 yuan (the cost of advertising on social media is higher, about 30-50 yuan);

✅ Advantage: High conversion of private domain traffic 👥， Suitable for long-term brand operation;

⚠️ Attention: It is necessary to collaborate with KOLs to reduce the cost of a single launch 👩‍💻。

🔍  Information flow platform (Baidu, Today's Headlines)

CPM: 10-20 yuan;

✅ Advantage: Clear user needs in search scenarios 🔎， Short conversion path;

2. Selection of Advertising Forms

3、 Budget allocation: from 'fixed investment' ➡️ Moving to 'Dynamic Gaming' 🔁

1. Ladder style budget allocation model

Initial testing period (1-2 weeks): 10% -15% of the total budget is used for A/B testing of different ideas 🎨、 platform 🌐 Combining with the audience;

Core advertising period (3-8 weeks): 70% -80% of the total budget, optimize advertising strategy based on test data 📊；

Closing sprint period (1 week): 10% -15% of the total budget for harvesting long tail traffic 📉 Or cope with competition from competitors ⚔️。

2. AI driven dynamic tuning

Real time data monitoring: Accessing third-party tools (such as Shence and GrowingIO) through advertising platform APIs 📊， Track CTR and completion rate per minute;

Algorithm optimization: using machine learning models to predict CPM fluctuations at different time periods 📉， Automatically adjust bidding strategy 💸。

4、 Cost Control: Uncovering the 'Hidden Dividend' 💎

1. Platform resource exchange

Sign an annual framework agreement with the platform to receive a "minimum traffic guarantee" 🔐 Or "CPM discount" (for example, Tiktok annual advertisers can enjoy a 15% reduction in CPM);

Participate in platform marketing activities (such as "618") 🛍️ Double 11 🎁 Exclusive resource package), you can get free traffic exposure!

2. Content reuse and long tail value

Re edit the advertising video into a short video ✂️、 Live streaming slicing 🎥， Extend the lifecycle of content;

Secondary dissemination through user generated content (UGC) 📢， Reduce the cost of a single touchdown 💰。

5、 Effect evaluation 📊 Long term optimization 🔄

1. Core indicator system

Short term indicators: CTR, completion rate 🔚、 CPM, CPC (cost per click);

Long term indicator: Increased brand awareness (through third-party research) 📊）、 User LTV (Life Cycle Value) 💼。

2. Data driven iterative logic

Weekly Review: Analyzing the Commonalities of TOP3 High Conversion Videos 🎬 (If there is a suspense design in the first 3 seconds) ❓）；

Monthly Review: Comparing ROI of Different Platforms 📈， Dynamically adjust the proportion of budget;

Quarterly Review: Evaluate the Accumulation of Long term Brand Assets 💡， Like search index 📈、 Changes in social volume 📢。

6、 Risk avoidance 🛡️： Dealing with market fluctuations 🌪️

1. Emergency budget pool

Reserve 5% -8% of the total budget for unexpected events (such as competitor price reductions) 📉、 hot events 🔥）；

Case: A certain beverage brand added budget during the World Cup 🍺， Double sales through customized event advertising 🎉。

2. Compliance and Cost Control

Avoid 'false advertising' ⚠️、 Data falsification 🚫 Wait for the red line to ensure that the advertising content complies with the Advertising Law 📜；

Through third-party monitoring tools (such as the second hand system) 🔍 Verify the authenticity of traffic and prevent ineffective exposure 📉。

✅  Summary: From extensive to refined, build a long-term growth loop

Video advertising placement in 2025 has shifted from 'extensive burning of money' ➡️ Shift towards "precision operation" 📊。
Brands need to use data as an anchor point ⚓， Through target decomposition 🎯、 Platform adaptation 📶、 Dynamic tuning 🔄 And risk control 🛡️， Build a closed-loop system of "deployment feedback iteration".

Only by converting costs into user assets 💼， To achieve long-term growth in the competitive red ocean 🚀。