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SBP 179: The PostPod - Stop Buying Media on CPM
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When budgets tighten, marketers are told to find efficiency.
Cheaper CPMs.
Lower cost impressions.
More targeting.
Shorter ads.
It looks smart in a spreadsheet.
But according to Peter Field — often called the “Godfather of Effectiveness” — CPM may be one of the most dangerous metrics in modern marketing.
In this episode of The Sleeping Barber Podcast, hosts Marc Binkley and Vassilis Douros unpack their conversation with Peter Field and explore why marketers may be optimizing for the wrong things.
They discuss:
Why CPM can distort media planning decisions
The difference…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.