Originally Posted by The Porn Nerd

This is what I heard as well and also experienced the few times I have done significant media buys (over 10k). For me, as a smaller program owner, I felt (and feel) I can earn more than 5% using other traffic sources that convert better than ads (social media, tube submits, even gallery posts).

But if your company is larger and the revenue is in the 5-6 figure range for media buys (monthly) then 5% can mean quite a lot.