“It's actually pretty surprising I think most people would view offline channels as the more expensive channels to go after and when you buy a certain way you can actually achieve cpms that are probably much much cheaper than Facebook for example.”

Broad National Radio Buys Can Deliver CPMs Cheaper Than Facebook

The assumption that offline advertising is inherently expensive collapses when you buy broad. Babbel buys radio nationally at scale rather than paying a premium for host-specific reads. The resulting CPMs undercut Facebook. The trade-off is targeting precision, but for apps with broad audiences, this is a worthwhile swap — and one most app marketers never investigate because they assume the price is prohibitive.