RE: Should Online CPM Models Be Unique?
KEVIN FRAZIER <kfrazier_at_adace.com >WROTE:
>Food for thought: Maybe we should be selling space once.
>Instead of rotating ads for every impression, maybe an ad
>slot should be sold on a monthly basis as it is for print
>and TV. Advertisers can get better rates for buying
>frequency and pages. We sell ads based on the "unique"
>page count and float a hybrid pricing scheme basd on
>click-throughs. Example: an advertisers buys the homepage
>and 5 top level link pages on your site for two months.
>They own that space for a two month period (only their ad
>will show in a given slot). Keep in mind a page can still
>contain multiple ad slots.
What about pages that are generated dynamically? Would
you sell that add based on the type of page? This may
work for a magazine type of site. However I don't think
it would work for a site whose pages change or a site that
grows exponentially (i.e. whose content is created from
user input). I like the idea of self service ads a lot
better. For one it allows you to set the price. If they
don't like the price they don't have to buy the impressions.
If you're going to sell like a magazine, act like one.
Their sales are not YOUR problem. Your job is to show the
ad. It's not your fault if the advertisement sucks and
doesn't bring anyone to their site. I think Pud
(F-ckedCompany.com) and Blogger are on to something.
>When reading a magazine the reader can spend more
>time with an ad, and more importantly, they can
>revisit that ad regularly, at any time.
I'm sure there's a way to emulate that.
My problem is how to go about pricing per impression. How
can you tell what its worth compared to what they're
willing to pay? It's going to take a long time to dig out
from the pricing hole that was dug when the bottom fell
out of the web advertising market.
Received on Tue Oct 30 2001 - 15:56:40 CST