Re: CPM isn't dead, it's just sick

From: Brad Jensen <brad_at_elstore.com>
Date: Fri 23 Nov 2001 08:32:45 -0500

TODD KELLNER <todd.kellner_at_list-universe.com> WROTE:

> CPA = Retail. CPM = Advertising. Let's cease this
> misdirection ploy once and for all.

Bulltinkey.

CPM = hopes and dreams
CPA = measurable action

Every advertiser in the world wants action, and every
CPM artist in the world hints at it, implies it, says
the buyer you are looking for is in this audience.

Read any paper medium media kit. I've been reading them
for a quarter century.

And of course they enhance their figures with
passaround rates - more dreams - and all sorts of
shenanigans.

I moved to direct mail early on.

How do I know that the people visiting your site
are actors, not just lookers?

Easy answer.

If they aren't actors, what good is your CPM?

By the way, if you are going to sell that way (CPM),
you ought to track CPA for the advertisers who do buy
your space (even if you don't give it to them), so
you can sell them again. Perhaps that would be cynical
to do, but those are your high value repeat
customer prospects, on the average.

Get CPM if you can. There are still a lot of newbies
out there and middlemen/persons who don't care.

But be ready for more sophisticated prospects in the
future, and if you want to see that advertiser again,
count their clicks.







Received on Fri Nov 23 2001 - 07:32:45 CST