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NONE: Re: ONLINE-ADS>> Slates study from summer
Re: ONLINE-ADS>> Slates study from summer
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 14 Jan 1998 09:05:44 -0800
> Thomas J. Borgerding wrote:
>
> > I was doing some research for a client of ours and wanted to do
> > some comparison CPMs with other forms of advertising - such as
> > radio, tv, and print. I wanted to find information from the
> > Slates study from summer and other studies. I have checked in
> > the archives of both online ads and i-advertising and didn't
> > see anything.
>
Then Alan White wrote:
> As a media researcher, I was often asked to provide comparisons
> of CPMs across media. I almost always refused. A CPM is a number
> that allows you to compare _like_ things of different sizes like
> impressions from two magazines. I don't think impressions from
> banners are anything like impressions from TV, Radio or Print,
> nor are they measured in the same ways. I think you foster
> greater misunderstanding by making the comparison.
>
I've done CPM comparisons across media on several occasions upon
a client's request. If you can convert the delivery of a medium to a
uniform unit of measure (the whole "apples-to-apples" thing), I think
directionally the comparisons are sound. Impressions are, after all,
simply 'ad views' (or in the instance of radio, and 'ad-hear[?]'). I
agree with Alan that impressions are not alike from medium to medium,
but the differences are qualitative, not quantitative. The qualitative
aspect of your medium is what will ultimately bear on whether or not you
think a CPM is worth it. A radio CPM in California is going to be about
50% that of a print CPM. But radio is a less impactful frequency medium
than print. Outdoor CPMs are sometimes only pennies. But how many
times must you see a billboard before it has an affect on the audience
you are trying to reach? Online CPMs are on par with some of the more
highly targeted print vehicles out there. But what potential demo are
you paying for?
Use the quantity to get a sense of scope; use your experience
and judgement to determine if the medium is worth the price being asked.
[clink, clink] my 2 cents.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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