This guide will walk you through the process of configuring your rate cards within the SoCast Reach platform. Properly setting up your rate cards, including markups, add-on rates, and understanding product minimums, is crucial for accurately reflecting your pricing strategy and maximizing digital revenue.

Understanding Base Rates and Markups

SoCast Reach provides a list of supported digital advertising products, each with a base rate (media cost). For example, a product like "TrueReach Display Standard" might have a base rate of $3.49 CPM (Cost Per Mille, or thousand impressions).

To generate digital revenue, broadcasters and publishers can apply a markup to this base rate. We provide a sample rate card (available during onboarding and from the support team upon request) which includes the base rate and a recommended retail rate for each product. Your goal is to set a markup that achieves your desired retail rate.

How to Configure Company Markups

Follow these steps to set up your markups in the SoCast Admin Panel:

1. Navigate to Advertising Campaigns in the SoCast Admin Panel.

2. Click on Campaign Settings.

3. Select "Configure Company Markups".

Once in the configuration screen:

1. Choose a Default Markup Type:

   • Percentage: Applies a percentage-based markup to the base rate. This is the recommended option as it allows you to more easily markup variable rate products (e.g. Search Ads).

   • Fixed Monetary Value: Applies a specific dollar amount markup to the base rate. 

2. Set Markups for Each Product:

   • For each product listed, enter the appropriate markup value (either a percentage or a fixed monetary amount, depending on your chosen default type).

   • Example: If a product has a base rate of $3.49 CPM and your desired retail rate (as per the recommended rate card) is $9.99 CPM, you would enter a fixed monetary markup of $6.50 CPM ($9.99 - $3.49 = $6.50).

   • As you enter the markup, you will see a preview of the resulting retail rate in the right-hand column. This helps you confirm that your markup achieves the intended retail price.

3. Save Your Configuration:

   • Once you have configured the markups for all relevant products, click Save.

   • These settings will now apply as the default markups for all new campaigns created in SoCast Reach.

Overriding Markups at the Campaign Level

If a salesperson has the necessary permissions, they can override the default markup at the individual campaign level. This allows for flexibility in specific sales scenarios.

Understanding Add-On Rates

Your sample rate card also includes rates for various add-on services. These are often provided as ranges, and the final cost can depend on the specifics of the targeting request.

• Location Targeting: For example, location targeting might be listed as an additional $1.00 - $3.00 CPM on top of the product's retail rate.

  • The exact rate within this range is typically determined by the size of the market being targeted. Targeting a smaller, more niche geographic area generally costs more due to the higher expense of acquiring precise data for these smaller audience segments.

• Audience Targeting & Niche Market Targeting: Similarly, targeting specific audience demographics, interests, or niche markets (e.g., specific industries or consumer groups) will also have a rate range.

  • The principle is the same: the smaller or more specific the target audience, the more expensive the data, leading to a higher rate within the provided range.

These add-on rates should be communicated clearly to advertisers when discussing campaign strategies that involve such targeting.

Product Minimums

Many products within SoCast Reach have minimum requirements to ensure campaign effectiveness for your advertisers. These minimums are outlined in the sample rate card.

• Example: For "TrueReach Display Standard," there might be:

  • A minimum media cost (e.g., $10 per day).

  • A minimum campaign duration (e.g., 7 days).

These minimums help ensure that campaigns have sufficient budget and flight time to reach their intended audience and achieve meaningful results.

By carefully configuring your company markups and understanding the structure of add-on rates and product minimums, you can effectively manage your digital advertising sales and revenue through SoCast Reach.

For the latest sample rate card or if you have any questions, please contact the SoCast Support team.