Re: 1 million unique hits/month @ $80,000?

From: Cliff Kurtzman <moderator_at_o-a.com>
Date: Mon 29 Mar 2004 10:02:54 -0600

David Jameson wrote:

>For an $8CPM we can give you the most targeted traffic
>you could imagine possible. As publishers go, there are many to chose from
>if you have an actual budget... So pick a brand, or pick an agency.

This assertion just does not seem to compute to me. An $80,000 buy at
$8 CPM would provide 10,000,000 ad impressions. In order to get
one million visits out of those impressions, one would need a
click-through rate of 10%, which is not realistic on a large scale
buy, even for a targeted site. They should be thrilled to see a
click-through rate of 2% on a targeted buy. But to meet their objectives
at a 2% click rate, the CPM would have to be down to $1.60... but
inventory bought at a $1.60 CPM is not likely to be targeted, and so
the click rate won't be anywhere near 2%. It just doesn't work.


--Cliff

Clifford R. Kurtzman
CEO | Moderator
ADASTRO Incorporated | The Online Advertising Discussion List
http://www.adastro.com | http://www.o-a.com





Received on Mon Mar 29 2004 - 10:02:54 CST