Re: Jim, you ignorant slut

From: Jim Sterne <jsterne_at_targeting.com>
Date: Fri 02 Nov 2001 15:23:55 -0500

At 02:40 PM 10/29/01, Donal O'Connell wrote:

>Hello,

Yes, I *had* lost faith is the whole discussion
thing since Mr. Frankel refused to sling the
appropriate epitaph. So thanks, Donal, for
filling his shoes.

>But cost per thousand
>what? In all other mediums this is the cost of
>exposures to 1,000 members of a certain market.

I beg to differ. CPM is cost per thousand
"opportunities to see".

An opportunity to see is something you get in
magazine ads, billboards, television, radio
(OK - opportunity to hear) and so forth. There
is no guarantee that an impression will actually
be delivered. There is only the opportunity.

When driving down the highway, you may be looking
the other way and simply not see the billboard.
You might get up and go to the refrigerator
during the TV commercial break. You may never
open that magazine to the particular page with
the ad, etc.

Online, a banner may be served but the Stop button
may stop the viewing. The packets may be lost and
result in a broken graphic symbol instead of an
ad. There is no guarantee that a thousand serves
equals a thousand impressions. Tough. Welcome to
the real world.

>Jim makes the
>point that it is his sole responsibility to deliver
>exposures, but the problem for online is that, with a
>few exceptions, you cannot tell the advertisers much about
>the person that exposure is given to beyond the fact
>that "this person has an interest in what I am doing on
>my site, so we can make some assumptions about them".

That's the same problem as all other forms of
advertising.

>It is this lack of firm audience data that makes CPM
>defunct for online,

Whoops. You lost me, Donal. Why does this situation
make CPM defunct online and not on air or on the street?


---------------------------------------------------------
Jim Sterne Target Marketing of Santa Barbara
jsterne@targeting.com http://www.targeting.com
Author, Speaker, Consultant +1 805-965-3184
Web Marketing, Customer Service & E-Metrics Consulting
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Received on Fri Nov 02 2001 - 14:23:55 CST