Re: CPA vs. CPM the issue?
JANET ATTARDDS <attard_at_businessknowhow.com> WROTE:
>The main issue, IMHO, is
>the CPM if partly a branding type of ad, and businesses
>want the branding, but don't want to pay for it.
I can't speak for all of course, but in my case
branding is of almost no value to my business. Thus
I have no interest in purchasing branding. (I can hear
Rob Frankel typing as I say this.... Hi Rob! ;-)
>>The real issue from the publisher's standpoint is that CPA
>>and CPC don't pay enough to support publications.
I can understand why you wouldn't take low paying
advertisers, but what does that have to do with
CPA vs. CPC vs. CPM? Any of these accounting
methods can create high or low value transactions.
With CPM the burden is upon the advertiser to
evaluate the publisher. Simply stating a CPM
price for pop ups tells me nothing given the
thousand and one ways there are to present a pop
up.
With CPA the burden is upon the publisher to do
the same kind of evaluation of the advertiser.
Neither publisher or advertiser wants to do the
work involved in researching the methods and
reputation of the other party. Further,
neither party appears to want to put much
work in to effectively presenting their own
system and credibility. It annoys all of us
that the other party won't simply take the risk,
trust us, and play the game our way.
Received on Fri Jun 29 2001 - 11:41:52 CDT
