Re: ONLINE-ADS>> CPM and Click-through averages

Ivan Weltman (ivan_at_tudogs.com)
Tue, 14 Oct 1997 19:31:44 +2000

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Jason Rapasky <jason_at_adbot.com> wrote:

> I was wondering how accurate are the industry averages for CPM and
> Click-through rates.

The problem is, despite IAB definitions, one never quite knows what
is being measured. CPM is cost per thousand - but per thousand what?
Per thousand impressions, stupid - but what is an impression?

Some networks count every request for a banner as an impression,
others count only one impression for any unique "visitor" (IP) over a
24 hour period, even if the ad has been delivered 10 times to that
IP. Obviously the latter report higher CTRs than the former.

To add to the problem the growth of animated banners has resulted in
many over-sized files (12KB-15KB) which are still loading when
visitors have scrolled the banner off screen. Add to this proxy
caches, and the vagaries of internet connection speeds and
bandwidths, particularly during peak hours, and comparison of
published data becomes meaningless without a detailed technical
report.

One can only be sure of absolutes - like logged click-thrus and
sales. This shouldn't deter advertisers, however, as conventional
media are no more precise.

The phrase: "I know that half of the money I spend on advertising is
wasted, but I don't know which half," is as true today on the Net as
it was when John Wannamaker (according to the Americans) or Lord
Leverhulme (according to the British) first said it.
___________________________________________
Ivan Weltman
The Ultimate Directory Of Gratis Software
http://tudogs.com

International Clipart
http://clipart.tudogs.com
______________________________________________

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