NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
David Scott Carlick (carlick_at_eyegive.com)
Thu, 1 Oct 1998 11:15:59 -0500 (CDT)
I enjoyed the discussion of CPC, CPR, CPP, CPM, etc. Once
again, we are struggling to understand media stuff that has
long ago been figured out.
Cost per inquiry, order, or action is the marketer's way of
ensuring their financial results.
It works as long as there is unsold inventory.
The first infomercials on television ran on a CPT (cost per
transaction) or revenue sharing model, using unsold
television inventory. Over time, that inventory sold out, as
more and more infomercials began competing for time slots.
At first, the media sellers would ask for affadavits on
infomercials to prove their earning potential. Now, to the
best of my knowledge, all those slots are purchased in
advance, bid up by infomercial products competing for the
time slots.
Same online. We just have an anomoly at present, which is
that pageviews are growing faster than online budgets.
Interestingly, in broadcast and network television, the
audience is shrinking faster than the TV budgets, and hence
CPMs are rising.
If I am interested in actions only, which is basic direct
marketing, then I will buy as much action-per-fixed-price as
the market will sell me. That isn't lazy. That is an
efficient market, which is what online is all about.
Recognizing this, eyegive will sell at fifty cents per click
to any reputable company. Of course, we reserve the right to
refuse any content we deem inappropriate, and per the
insightful comments of Jaffer Ali of PulseTV, we reserve the
right to make the ads we run on a per action basis more
effective.
DSC
**********************************
David Scott Carlick
Director, eyegive
carlick_at_eyegive.com
the power of technology to do good.
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