Re: alt.admodel REVISITED
ANDY BOURLAND <andybourland_at_yahoo.com> WROTE:
> Another fruitful discussion we might have <getting
> beyond the CPA vs CPM debate> might center around
> Jim Meskauskas' article in ClickZ today called "The
> Impression Must Be Destroyed".
>
> I think he's on to something here, folks!
>
> http://www.clickz.com/media/plan_buy/article.php/928591
Andy, I've read this article yesterday (before receiving this
message from you) but decided to revisit the site today...
I am not sure what Jim may be on to but it certainly isn't
anything new (as he himself admitted!).
That's actually how the whole thing started in the first
place!
Sponsorship!
In the early days, online publishers offered this
model--fixed placement--sponsorship.
Then advertisers realized they can track online advertising
so publishers invented CPM deals...
Then advertisers realized they can track even more...
So desperate publishers invented CPC deals...
Then the depression came...
Advertisers realized that they can rule the world...
So advertisers invented CPA...
Now publishers want to go back to pre CPM era?
I don't think you can turn the wheel back.
You can however, concentrate your efforts to traditional
branding advertisers (HUGE players) that may be interested
in doing on the web what they're already doing on TV.
I don't think this will kill either CPM or CPA.
That's no more but just another way to skin the cat!
By the way, I am not against sponsorships! I actually
LOVE it! I am selling sponsorships in my software
(software adspecialties, cobranded or even custom
software promotional gifts).
Neven Prasnikar
artplus_at_artplus.hr
http://www.artplus.hr
http://www.softwareadspecialties.com
Software Advertising Specialties
Promotional Gifts for The 21-st Century
Received on Wed Nov 28 2001 - 12:22:27 CST
