Re: Ad Brokers

From: Cliff Kurtzman <cliff_at_tenagra.com>
Date: Wed 10 Jul 2002 16:31:35 -0500

Rob Frankel <rob_at_robfrankel.com> wrote:

>There are still some who choose to buy on a per impression
>basis, and we offer it if they want it, but they're all
>disappointed with the results because impressions don't
>deliver prospects to their sites. CPA does and that's what
>they pay for.

Beware hasty generalizations... all this means is that your
advertisers are getting better results for their particular
products buying advertising at your CPA rate than at your
CPM rate. If you multiplied your CPA rate by a factor of
10, and cut your CPM rate by a factor of 10... you could
easily support the conclusion that CPM makes more sense
than CPA. The reality is that each opportunity needs to
be evaluated in terms of the specific advertising costs
and the particulars of the offer made by the advertiser
to the target audience.

--Cliff

Clifford R. Kurtzman, Ph.D.
President and CEO
The Tenagra Corporation The Online Advertising Discussion List
http://www.tenagra.com/ http://www.o-a.com/
281/480-6300
Using the Internet as a Strategic Asset




Received on Wed Jul 10 2002 - 16:31:35 CDT