The Open Agenda

CPM is pointless and must go!

Another nail in the coffin of CPM – good!

A few points I would like to add:

- The answer my friends does not lie in less formats or bigger formats.. That’s not a creative solution; in fact it’s rather lazy.

- The answer lies in what we use display for. We need to change both the context and the content of display.

To paraphrase even the boffins at IBM – I kid you not….

“Imagine an advertising world where spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising, and a significant share of advertising is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real-time impact rather than estimated ‘impressions’. Consumers self-select which ads they watch and share preferred ads with peers.”

This ought to give you a clue what the role of display could/should be.

- CPE will be replaced by CPE. What an ‘e’ equals really doesn’t matter. Alll that’s needed is agreement between adv and publisher on what the ‘e’ is. Time spent is a good place to start. Equally relevant could be a ’share’, an ‘install’, ‘content viewed, a ‘registration’ etc

You can read some top line thoughts here - from a presentation given to Ad:Tech London a couple of weeks ago.

See the future of display here: RHS column, half way down the page….Vodafone Mercedes McLaren

Tags:   CPE · CPM · display advertising · display media1 Comment