interbiznet.com
E R N I E
Electronic Recruiting News In Email
Our Rate Card
Find out more
About IBN
Got a news tip?
Tell us at
news@
interbiznet.com
Our Rate Card
Articles
Presentations
Trends Reports
Archives
Resume
Databases
(Over 60)
Company Job
Listings
(Over 4000)
Suggestions?
OUR
HOME
|
To subscribe or unsubscribe from
ERNIE, please use the form on the
linked page.
 CPM
(April 11, 2001) If you are buying advertising, either on or off
the Internet, you will hear the term "CPM". In English, this acronym means
"Cost Per Thousand" ("M" represents 1,000 in the Roman Numeral system). An
easy way to think of it is to imagine CPM as the cost to reach 1,000
members of a specific audience.
CPMs are usually expressed as "X dollars per thousand" or in figures
resembling "$75CPM". A $75CPM means that for each $75 you spend, your ad
will be seen by 1,000 people.
Sites that sell advertising will guarantee an advertiser a certain
number of "impressions" - the number of times an ad banner is downloaded
and presumably seen by visitors - then set a rate based on that guarantee
multiplied by the CPM rate. A Web site that has a CPM rate of $25 and
guarantees advertisers 600,000 impressions will charge $15,000 ($25 x 600)
for those advertisers' ad banner.
Every day, there are new ways to advertise on the Internet.
Internet advertising can be carried out in several ways, ranging from
simple run-of-the-site campaigns to the addition of filters or targeting
devices to keyword advertising. Advertising in opt-in e-mail newsletters
with text ads is gaining in popularity because the creative process is
usually cheaper than banners and the CPMs are lower (it doesn't mean that
it's a better form of advertising, just a cheaper one). Many sites now
offer sponsorships or affiliate programs, which are customized to the
sponsor's needs.
Advertising rates vary across the Internet. Some sites publish
their rates on their site as part of an online media kit, while others
provide a contact name for more information.
In any media, internet or otherwise, there is always some level of
discrepancy between the traffic estimates and the reality of the purchase.
In television and radio, it is impossible to do anything but grossly
estimate audience size. In print publications, audience size is usually
assumed to be the number of printed copies even though many magazines and
newspapers never get read.
The same principles apply on the net. There are many reasons for
discrepancies between the number of ads that are consumed and the number
you pay for. While email lists typically have a low CPM, this is partly
due to the fact that much email is never read. Website advertising is
typically a better deal (from the perspective of reach) because the number
is always undercounted. Look for more about this trend in a later
piece.
It's interesting to understand that the key to job board profitability
is the fact that their CPMs are, by leaps and bounds, the highest of any
alternative.
- John Sumser
Contacting Us:
Call, fax, write, email. We'd love to
talk about your project.
All material on this site is © 1995 - 2001 by IBN:
interbiznet.com
(The Internet Business Network), 346 Starling Rd., Mill
Valley, CA 94941
415.380.8244
staff@interbiznet.com
To Subscribe or Unsubscribe From the ERNIE...
|
FEATURES:
Interbiznet
Trends (New)
Email
Newsletters
- Daily
Industry News
- ERN in Email
ANNUAL REPORTS:
- 2001
- 2000
- 1999
- 1997
- 1996
- Report Pricing
RESOURCES:
Top 100
E-Recruiters
Presentations
Recruiter's Toolkit
Seminar In A
Box
ERN
Archives
1st Steps In The
Hunt
ADVERTISING:
Our Rate Card
Demographics
Recently Archived Articles
Everyone
Is A Customer
Customer
Service
Boring
Is Beautiful
Think
About the Market
Recruiter
Returns
Funjobs.com
What Is
A Layoff?
ERNIE Archives
All material on
this
website is the
property
of IBN
(The Internet
Business
Network:
interbiznet.com)
You
may download
a copy for personal
use. Redistribution
without
permission
is strictly prohibited.
All material on
this site is
© 1995 - 2001 by IBN
|
