Re: The return of CPM?

From: Shalabh Pandey <shalabh_pandey_at_greyindia.com>
Date: Tue 26 Apr 2005 09:23:48 -0500

In reponse to Ivan's comment
"In Non-Search Foray, Google to Beta CPM Model, Site Targeting"

===========
Firstly I don't think CPM deals went anywhere. Most sites and networks
sell CPM based inventories.

But I guess thats a next logical step for Google after testing with
image ads. CPC ad words model is there to stay with search engines, but
with its vast reach of affiliate sites, Google has the opportunity to
take on any good ad network of today.

Since Google has that expertise, a reasonably fair precedence, and ad
revenues being the major bread and butter (looking at Google's success-
cheese too!), it is only logical that it also gets into "Branding" led
advertising.

If planners can choose the sites where they want to advertise on, its
all the more great, and should definitely help a few of the smaller but
good sites.

With this power, it can give more credence to what Claria etc have been
doing till lately. As a Media Buyer on sites across the world, I sure do
think this will be an interesting proposition to look at.

One thing for Google to take stock of, is flexibility of serving
different formats of ad units- from GIF to rich media. Secondly the
hygiene issues- with ad sense any site can set up the advertising blocks
and show ads to their users- similar thing might not work with CPM based
inventories. Site selection is of prime importance.


--
Warm Regards
Shalabh

Shalabh Pandey
Group Head- Grey Synchronized (Online and Direct Marketing)





Received on Tue Apr 26 2005 - 09:23:48 CDT