ONLINE-ADS>> Survey report: Advertisers don't prefer CPC

TLee_at_webcmo.com
Wed, 28 Oct 1998 12:11:07 -0600 (CST)

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Do web marketers prefer CPC (cost per click through) pricing
model to CPM (cost per thousand impressions) model? Most
people (including advertisers themselves) think so. The
reason is so obvious: advertisers want guaranteed
advertising result. However, a recent survey conducted by
WebCMO, Inc. shows: web advertisers don't prefer CPC pricing
model to CPM model if a CPC model only guarantees an average
click-through rate (CTR).

Other major findings include:

1. The most preferred targeting methods are targeting by
contents and by search key words;

2. The least preferred targeting methods are targeting by
browser or OS and by ISP address;

3. Third party banner serving is not preferred; (in other
words, advertisers don't want to pay for the third party
serving.)

4. The preference difference between low traffic site and
medium traffic site is greater than that between medium and
high traffic site;

5. Targeting issue is more important than pricing issue.

The detailed report is at http://www.WebCMO.com

Thanks!

Tim Lee
Director of Research
http://www.WebCMO.com
A site dedicated to web marketing research.
WebCMO Digest--free e-zine about web marketing research & strategy
Participate in WebCMO surveys to receive your free reports.

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