Frequently Asked Questions
Common questions about Creative CPM's creative valuation methodology, pricing, and how the Creative Multiplier works.
What is the Creative Multiplier?
The Creative Multiplier is a practical measure of creative communication impact. It quantifies how much value your creative generates beyond what you paid for media placement. For example, a 3.2x multiplier means your creative generated $3.20 in outcome value for every $1 spent on media.
How does Creative CPM calculate creative value?
Creative CPM uses Creative CPM Equivalent (BE) rates to convert creative outcomes (impressions, articles, engagement) into financial value using the same CPM-based methodology as media buying. This allows you to compare earned outcomes (PR, social, editorial) directly against paid media on an apples-to-apples financial basis.
What's the current financial valuation method for creative communication?
Most organizations rely on fragmented, inconsistent approaches: soft metrics like 'brand perception,' media value equivalency (AVE) which lacks rigor, or gut instinct from leadership. Creative CPM provides the first standardized, financial framework that quantifies creative outcomes using the same valuation system as media.
Why does creative idea performance matter more in the age of AI-generated content?
AI has made content production faster and cheaper, flooding channels with material. This abundance creates a paradox: when everyone can produce content easily, the creative ideas that actually break through and generate measurable outcomes become MORE valuable, not less. Creative CPM helps you prove which creative investments deliver real performance in this crowded landscape.
How are the BE rates determined?
BE rates are derived from media buying benchmarks and adjusted for context, channel credibility, and outcome quality. Creative CPM provides recommended rates based on industry data. All paid tiers (Self-Service, Guided, and Premium) allow you to adjust rates for your specific context, with increasing levels of consultation support at higher tiers.
What types of outcomes can Creative CPM measure?
Creative CPM can assign a value to any outcome in the customer and consumer brand journey—from the first exposure to communication through conversion or sale, including all passive or active outcomes in between. This includes brand intent scores, dwell time, saves, and other deep engagement metrics. Our customers' use cases determine the range of outcomes we measure, with 20+ outcome types currently valued across Social (impressions, video views, interactions), Paid Media, Editorial (articles, TV mentions), Non-Social (podcast downloads, streaming), Site Traffic, Brand Measures (intent, perception shifts), and Novelty (custom outcomes unique to your campaign).
How is Creative CPM different from Marketing Mix Modeling (MMM)?
MMM analyzes historical spend across channels to predict future ROI—it's about media allocation. Creative CPM measures the performance of the creative itself within those channels. They're complementary: MMM tells you where to spend, Creative CPM tells you which creative ideas are worth scaling.
What does the Introductory tier include?
The Introductory tier includes 2 free reports with Creative CPM's recommended BE rates (locked). You'll get summary results showing your Creative Multiplier and total creative value. This tier is designed to help you experience the methodology and prove value before committing to a paid subscription.
Can I adjust the valuation rates?
Yes, all paid tiers include rate adjustment capability to ensure outcome values are accurate to your market. Self-Service tier ($299/month) provides rate adjustment with email support. Guided tier ($999/month) adds consultation calls to help you apply context-appropriate values. Premium tier ($7,000/engagement) includes full custom rate strategy sessions.
Do I need technical expertise to use Creative CPM?
No. Creative CPM is designed for marketers, agencies, and creators—from account executives, planners, and strategists to marketing managers, art directors, and copywriters (not just data scientists, though they can use it too). If you can track campaign outcomes (impressions, articles, engagement), you can use Creative CPM. The Guided tier includes onboarding support to help you get started.
How does Creative CPM help me defend creative budgets to the CFO?
Creative CPM translates creative outcomes into the financial language CFOs understand: ROI, multipliers, and dollar values. Instead of saying 'the campaign was successful,' you can say 'this creative generated $6M in earned value from a $2.4M investment—a 2.5x return.' It shifts creative from cost center to value driver.
What data do I need to run a Creative CPM report?
You need: (1) Campaign investment breakdown (media, production, creative fees), (2) Outcome quantities (impressions, articles, video views, etc.), and (3) Media CPM for your paid channel. Creative CPM handles the rest of the calculations.
How long does it take to generate a report?
Once you have your data ready, you can complete a Creative CPM report in 10-15 minutes. The tool guides you through outcome selection, data entry, and valuation—then instantly calculates your Creative Multiplier and detailed financial breakdown.
Can I export or share my reports?
Yes. All tiers include PDF export functionality, allowing you to download and share professional reports with stakeholders, clients, or executive teams. Reports include full outcome breakdowns, financial summaries, and your Creative Multiplier metrics.
How does Creative CPM contribute to industry benchmarks?
Every report you run (with your permission) contributes anonymized data to Creative CPM's growing database of creative performance benchmarks. This helps establish industry standards for creative valuation across geographies, categories, and outcome types—benefiting the entire community.