ONLINE-ADS>> The $75 CPM that wouldn't die.

Robert J. Woodhead (trebor_at_animeigo.com)
Mon, 12 Oct 1998 13:09:40 -0500 (CDT)

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Lets assume you can buy ads at $1 CPM or $75 CPM. Seems to
me that the $75 CPM buy is only worthwhile if an ad view on
that site is going to generate the desired end resulted (the
almighty "conversion") 75 times more often than the $1 CPM
buy will.

Let's assume that the $75 CPM site can indeed do this. Do
you make the buy? My first thought would be to buy out the
$1 CPM inventory and then use the leftover at the higher-CPM
site, on the theory that the results would be the same, but
those huge number of extra impressions gives me more (excuse
the language!) "branding" for free.

But what if the $75 CPM site is 100-times better? How much
is the branding worth?

Best
R

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