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NONE: Re: ONLINE-ADS>> CPM on a whole web visits basis.
Re: ONLINE-ADS>> CPM on a whole web visits basis.
Kevin Leathers (Kevin.Leathers_at_obgyn.net)
Sat, 22 Mar 1997 12:41:20 -0600
Humberto wrote:
>My questions are ¯When you talk about CPM in this list, are you talking
>on the whole web visits basis or on each page visits?¯Given that the
>audience this web is providing is a high quality one, would a CPM of 52$
>be too much?
CPM refers to the sum of all ad exposures. If a visitor hits 10 pages (with
ads on them) in one visit, they each count as seperate exposures (however,
if they back through the cached pages then you do not get to count them).
Example: If you have 1500 visits at 10 pages each, then your total
exposures/views is at 15000. Based on that and a rate of 52. (I could not
tell if that was dollars or pounds) you could make 780..
As for whether that is too high or not, depends on what advertisers pay to
reach the same audience through other media (ie: print). Consumer CPM (Cost
per 1,000 viewers) can be around $30. to $40. where as, CPM for my industry
(medical specialty) is upwards of $150.
To find out what is acceptable, go to a library (if in the US) and use the
SRDS (Standard Rate and Data Sheets). Find magazines that apply to your
demographic audience and use the average of their rates. If the circulation
is 100,000 and a one page 4 color ad cost $4,500., then divide the cost of
the ad by the circulation and multiply by 1,000. That is the CPM (ie:
4,500/100,000=.045x1,000=$45.CPM).
--
Kevin Leathers (512) 451-2842 PHONE
Director: PR, Sales & Marketing (512) 377-5626 FAX
OBGYN.net <http://www.obgyn.net> mailto:kevin_at_obgyn.net
Austin, Texas USA 78756
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