Re: CPM Pricing Models

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 18 Jan 2002 14:31:38 -0500

On 1/18/02, Bill Henning <bhenning_at_phoenix.door2net.com> wrote:

>I've been seeing a lot of advocacy of CPA models, and I
>felt it was time (again) for a small/medium-ish web
>content providers point of view.
>
>Rob, please understand I am not picking at you - and I am
>delighted that CPA works for you; but as I recall, you
>have a product to sell... which may have the tendancy of
>causing you to prefer a CPA model.
>

Bill, no offense taken. I really and truly belive in "the
right tool for the right job." CPM might work for some;
CPA might work for others. Take a look at these stats for
the month of December on PillowMail.com (yes, it's a sensual/
light adult couples site -- not porn), in which even client-
produced creative out-pulls the industry average rate of .25%.

This is a sample of a low-traffic, high-quality site where
CTR is definitely the way to go.

Among other interesting CTR stats, is that UND1 and UND2
perform so differently. Same client, but UND1 is the client-
produced ad; UND2 is the PillowMail-produced ad:

(Please view in a fixed-width font such as Monaco or
   Courier. Expand your e-mail to view full table)
                                                    

| | December 2001 | |
| Client | | | CTR% |
|_________________|__________|__________|__________|
|
| willy1 | PillowMail Ad | 4.06% |
|_________________|__________|__________|__________|
| soap | Client Ad | 2.40% |
|_________________|__________|__________|__________|
| und2 | PillowMail Ad | 6.61% |
|_________________|__________|__________|__________|
| condom | PillowMail Ad | 4.13% |
|_________________|__________|__________|__________|
| SSP2Affiliate | PillowMail Ad | 4.65% |
|_________________|__________|__________|__________|
| uneet1 | Client Ad | 1.83% |
|_________________|__________|__________|__________|
| timid | PillowMail Ad | 5.60% |
|_________________|__________|__________|__________|
| und1 | Client Ad | 1.00% |
|_________________|__________|__________|__________|


--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Fri Jan 18 2002 - 13:31:38 CST