comparing effective CPM's
Here's an observation that perhaps sheds a bit of
light on a discussion of effective CPM's for CPA
campaigns.
We're an advertiser running a CPA priced pop up
campaign.
Some publishers display the pop up in front of the main
page. Some display it behind. Some display the pop up
contents in a window much larger than our default pop
up coding. My favorite is to launch the pop up behind
first, and then have it come forward once the pop up
contents are fully loaded. Some publishers don't
display the pop up automatically but display it only
upon a link click. Some publisher's are launching a
couple other pop ups at the same time as ours.
All these different design decisions obviously have an
effect on the effective CPM various partners earn for
displaying the exact same pop up. I've learned that
making statements like, "this pop up will earn X, Y or Z
CPM" is not all that useful a way to communicate. Each
publisher needs to run a represenative test,
diplaying the creative in whatever manner they are
comfortable with, and coming to whatever conclusion
their style of logic and situation dictates.
It can be rather difficult to compare apples to apples,
even with the exact same creative. Add this to the
fact that's it would seem to be near impossible to get
two different tracking systems to come up with the same
numbers.
Of course we all have to do the best we can with what
we've got. I'm just suggesting that there are usually
a number of variables involved and few of the numbers
discussed are as hard as they sound.
Hope this is helpful!
Sincerely,
Phil
Phil Tanny, phil_at_philtanny.com
http://subscription-service.com
Received on Fri Aug 10 2001 - 06:48:14 CDT
